Document Type : Research Paper


Gulf College, Oman


Gamification has become a prevalent approach for appealing users and encouraging desired behaviours in many fields, comprising marketing, education, banking, healthcare, and numerous other fields. This paper explores in what way integrating gamified elements, such as Points, Badges, Rewards, Challenges, Leaderboards, and Interactive Activities, impacts the online shopping experience for buyers. This study investigates the influence of gamification on the buying intention of the buyers adopting online shopping. It examines the role of perceived ease of use, social interaction, perceived utility and perceived enjoyment in impacting buyers’ intention in online buying. The findings of this study intend to provide a valuable insight for e-commerce firms and sellers, aiding them to design and enhance online shopping platforms personalized to the inclinations of consumers. Finally, this study contributes to the wider understanding of consumer behaviour in the digital era and highlights approaches that can enhance the online shopping experience for buyers, nurturing customer engagement, and growth of the business.