Title: Does the utilitarian value of gamified virtual currency affect its usage intention in the context of e-commerce?

Authors: Anoop George; Manu Melwin Joy; S. Muhammed Nowfal; Muhammed Sajid

Addresses: School of Management Studies, Cochin University of Science and Technology, Cochin – 682022, Kerala, India ' School of Management Studies, Cochin University of Science and Technology, Cochin – 682022, Kerala, India ' School of Management Studies, Cochin University of Science and Technology, Cochin – 682022, Kerala, India ' School of Management Studies, Cochin University of Science and Technology, Cochin – 682022, Kerala, India

Abstract: Gamification is the application of game mechanics to a serious situation in order to motivate consumers to purchase products or services. Gamification has been utilised in e-commerce communication to strengthen intent to use. The research utilises an extended technology acceptance model to evaluate the usage intention of gamified virtual currency, with an emphasis on its utilitarian value characteristics. An online survey was conducted to collect data from appropriate virtual currency consumers in an e-tail setting. In this study, PLS-SEM is used to analyse data with a sample size of 310 active virtual currency users. The incremental impact of the virtual currency's utilitarian value on the intention to utilise it is demonstrated in this empirical study. Perceived usefulness, perceived ease of use, and attitude appear to be major mediating variables. This research also includes discussions, limitations, and suggestions for further studies.

Keywords: utilitarian value; gamification; extended TAM; virtual currency; intention to use; e-commerce; PLS-SEM; e-tail.

DOI: 10.1504/IJICBM.2023.129708

International Journal of Indian Culture and Business Management, 2023 Vol.28 No.3, pp.285 - 300

Received: 27 May 2021
Accepted: 01 Nov 2021
Published online: 21 Mar 2023 *

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