Evaluating the Role of Gamification in Increasing Online Shopping Behavioral Intentions with Flow State as Intervening Variable

This study aimed to see the effect of Perceived Usefulness of Gamification and Perceive Ease of Use Gamification on Flow State and Behavior Intention. The population in this study was all Shopee online marketplace customers, especially those who have had gamification experience on the Shopee platform. The sampling technique used was purposive sampling. The sample was determined by the total number of indicators as many as 21 units, so the number of samples needed is 10 × 21 = 210 samples. The results showed that on Shopee online marketplace, Perceived Usefulness of Gamification affects Flow State, Perceived Ease of Use Gamification affects Flow State, Perceived Usefulness of Gamification affects Behavior Intention, Perceived Ease of Use Gamification affects Behavior Intention, Flow State affects Behavior Intention, Perceived Usefulness of Gamification affects Behavior Intention through Flow State, and Perceived Ease of Use Gamification affects Behavior Intention through Flow State. These findings also explain that the flow state is proven to function as a partial mediator in the model under study. Thus, this finding has found that the model of increasing Behavior Intention is a function of Perceived Usefulness of Gamification and Perceived Ease of Use Gamification which can significantly influence the Flow state and lead to its impact on changes and increases in behavior intention to own and use products originating from the Shopee site as an online marketplace. Further researchers are also expected to be able to develop this tested research model, by adding other variables such as uniqueness and customer experience. This behavioral intention improvement model also contributes to practitioners, especially research subjects, namely the Shopee online marketplace, as a basis for making decisions for their company’s future strategies. Other online marketplaces can also use this research model as a rationale in determining whether or not gamification is needed in strengthening their marketplace brand/product.