How Does Gamification in an E-Commerce Platform Drive Customer Experience? The Mediating Roles of Perceived Enjoyment and Brand Engagement
Grounded on the flow model, the present study aims to examine the significant effect of gamification in an e-commerce platform on customer experience, and the mediating roles of brand engagement and perceived enjoyment in the said relationship. The study participants were e-commerce platform users (...
| 发表在: | Studies in Computational Intelligence |
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| 主要作者: | |
| 格式: | Book chapter |
| 语言: | English |
| 出版: |
Springer Science and Business Media Deutschland GmbH
2023
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| 在线阅读: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180860287&doi=10.1007%2f978-3-031-48397-4_23&partnerID=40&md5=7baa1e5acdff05f869e1b2d43d0ee2c2 |