THE USE OF TECHNOLOGY ACCEPTANCE MODEL TO EXPLAIN BRAND ATTITUDE AND LOYALTY INTENTION IN E-COMMERCE: THE GAMIFICATION CASE (2024)

Sari, Nadia Nila THE USE OF TECHNOLOGY ACCEPTANCE MODEL TO EXPLAIN BRAND ATTITUDE AND LOYALTY INTENTION IN E-COMMERCE: THE GAMIFICATION CASE (2024). [Research] (Unpublished)

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Abstract

This paper analyzes the role of Technology Acceptance Model (TAM), perceived of enjoyment, perceived of social influence, consumer intention to engage, and brand loyalty in the context of gamification in e- commerce. Online survey was conducted to collect data and Partial Least Square (PLS) was used in the research to analyze the effects among variables. Study found that perceived usefulness, perceived social influence and perceived enjoyment had a positive effect on brand attitude, while perceived ease of use had was an insignificant effect on brand attitude. Brand attitude was found to have a significant effect on loyalty intention. This research elaborated the role of TAM on the use of gamification method for intention to engage, brand attitude and its effect on loyalty intention. The Company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive feeling of consumer need to be maintained to build consumers loyalty. The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived of usefulness and ease of use.

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