To read this content please select one of the options below:

Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India

Prashant Raman (Department of Management, Institute of Public Enterprise, Hyderabad, India)

Young Consumers

ISSN: 1747-3616

Article publication date: 18 September 2020

Issue publication date: 20 July 2021




The current research has dual motives. Firstly, this study aims to evaluate the effect of gamification on the behavioural intention (BI) of the young female consumers to use online websites for making purchases. Secondly, it examines the role of social interaction and perceived enjoyment (PE) – two antecedents that are considered to have an impact on the female buying behaviour in e-commerce.


A model is developed based on the technology acceptance model. The conceptual framework is augmented with additional constructs such as gamification, PE and social interaction. Data from a survey of 898 female respondents from India was collected to assess the proposed framework. The study uses partial least squares structural equation modelling technique to empirically validate the model.


Gamification exhibits a favourable influence on BI of young female consumers. Gamification also has a favourable and an indirect influence on BI through social interaction and PE. Although, gamification has a significant influence on perceived usefulness, the latter has no impact on the BI. The BI of using an online shopping website is directly associated with the buying intention. The online retailers need to offer an enjoyable and interactive experience to the female consumers so that the influence of gamification is sustainable.


The current research enlarges the ambit of gamification in the e-commerce segment, an area where empirical research is sparse. It highlights the significance of social interaction and PE as mediators. To the best of the author’s knowledge, gamification’s influence on female online buying behaviour has never been analysed before and hence different segmentation and marketing strategies are required to cater to their unique needs.



The author would like to thank Professor Kara Chan, Editor-Young Consumers, Prof. Abhishek Behl, Guest Editor and all the reviewers for their valuable suggestions and insights on the manuscript. Their comments and feedback have immensely helped in developing this research paper.


Raman, P. (2021), "Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India", Young Consumers, Vol. 22 No. 3, pp. 387-412.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles