Title: Gamifying e-shopping experience: how psychological needs drive impulse buying and the role of mindfulness - a moderated mediation model

Authors: Linh T.M. Doan; Mizan Rahman; Phong D. Nguyen; Nguyen P. Nguyen

Addresses: University of Lincoln, Lincoln, UK; University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam ' University of Lincoln, Lincoln, UK ' University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam ' University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam

Abstract: This study investigates the complex relationship between gamification and impulse buying behaviour by examining the underlying psychological mechanisms and the moderating role of mindfulness. Unlike previous research that focused primarily on gamification mechanics, this study emphasises intrinsic psychological factors that drive consumer behaviour. Data from 440 e-shoppers in Vietnam, analysed via PROCESS macro v4.2, reveals that gamification significantly influences impulse buying behaviour through psychological needs. Furthermore, mindfulness moderates this mediation relationship, therefore shaping consumers' impulsive purchasing tendencies. These findings offer practical insights for marketers, suggesting that strategies designed to fulfil intrinsic psychological needs can enhance engagement and influence purchasing behaviour more effectively. By integrating mindfulness, businesses can develop more sustainable and consumer-centric gamification approaches, fostering long-term relationships.

Keywords: gamification; impulse buying behaviour; IBB; e-commerce; psychological needs; sustainable consumption; mindfulness.

DOI: 10.1504/JIBED.2025.148651

Journal for International Business and Entrepreneurship Development, 2025 Vol.17 No.1, pp.6 - 33

Received: 17 Feb 2025
Accepted: 09 Jul 2025
Published online: 17 Sep 2025 *

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