Unlocking the potential of gamification for customer engagement : perspectives from the retail industry in Sri Lanka

Abstract

With the changing face of digital and omnichannel retailing, gamification has emerged as an important strategy to enhance consumer experiences and behaviors. This study examines the impact of gamification features on customer engagement and purchase intentions in the contexts of Sri Lankan supermarkets and electronic commerce, with a particular focus on perceived enjoyment among Generation Y and Z consumers. Based on the theoretical underpinnings of Self-Determination Theory (SDT), Cognitive Evaluation Theory (CET), and the Theory of Planned Behavior (TPB), this study develops and empirically tests a conceptual model integrating gamification, perceived enjoyment, customer engagement, and online and offline purchase intentions. Data were collected through a structured questionnaire survey of 407 respondents and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. Results show that gamification has a strong positive impact on perceived enjoyment and customer engagement, and that customer engagement positively affects online and in-store purchase intentions. In addition, perceived enjoyment serves as a mediating but not moderating factor in the gamification-engagement relationship. This study underscores the strategic role of gamification in retail marketing and provides practical implications for promoting emotionally interactive and behaviorally effective consumer experiences. This study concludes by recognizing its limitations and making recommendations for future studies on expanding the applicability of gamification to diverse markets and consumer groups.