Gamification in Mobile Commerce: Dual Affective and Cognitive Pathways to Repurchase Intention

Authors

  • Kardina Yudha Parwati Universitas Brawijaya
  • Raras Kirana Wandira National Central University
  • Muhammad Rizky Andhika Pratama Universitas Brawijaya, Malang
  • Muhammad Rifqi Fakhar Universitas Brawijaya
  • Julian Ming Sung Cheng National Central University

DOI:

https://doi.org/10.7903/cmr.24436

Keywords:

Gamification, M-commerce, Customer cognitive engagement, Perceived enjoyment, SOR theory, Self-determination theory

Abstract

Gamification, the application of game design elements in non-game contexts, has become an effective strategy for enhancing user engagement and behavior in mobile commerce. This study investigates how gamification influences users’ repurchase intentions through both affective (perceived enjoyment) and cognitive (customer engagement) pathways, drawing on the Stimulus-Organism-Response theory and Self-Determination theory. Data were collected from 550 m-commerce users who had interacted with gamified features on such platforms. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that gamification significantly enhances both perceived enjoyment and customer engagement, which in turn positively influence repurchase intention. Moreover, a serial mediation effect was observed, in which gamification indirectly drives repurchase intention through these affective and cognitive mechanisms. These findings offer practical guidance for m-commerce platforms on designing engaging gamified experiences with visually appealing interfaces and team-based challenges to foster customer loyalty and drive repeat purchases.

Author Biographies

Kardina Yudha Parwati , Universitas Brawijaya

Mz. Kardina Yudha Parwati is a Lecturer at the Department of Management, Faculty of Economics and Business, Universitas Brawijaya, Indonesia. Her research interests focus on marketing communication, digital marketing, sustainable tourism, and consumer behavior.

Raras Kirana Wandira, National Central University

Mz. Raras Kirana Wandira (Corresponding Author) is a doctoral student at National Central University in Taiwan and a lecturer at Universitas Airlangga in Indonesia. Her research interests are marketing, operations management, and the creative industry.

Muhammad Rizky Andhika Pratama, Universitas Brawijaya, Malang

Mr. Muhammad Rizky Andhika Pratama is a Master’s student in Management at Universitas Brawijaya, Indonesia. His academic interests focus on marketing, consumer behavior, and strategic business.

Muhammad Rifqi Fakhar, Universitas Brawijaya

Mr. Muhammad Rifqi Fakhar is a Master’s student in Management at Universitas Brawijaya, Indonesia. His academic interests focus on marketing, human resource management, and strategic business.

Julian Ming Sung Cheng, National Central University

Prof. Julian Ming Sung Cheng is a Professor of Marketing in the Business Administration Department at National Central University, Taiwan. His research focuses on marketing channels, marketing technology (MarTech), branding, glocal marketing, sustainability marketing, and meta-analysis. His work has appeared in leading journals, including the Journal of the Academy of Marketing Science, Journal of International Marketing, International Journal of Operations and Production Management, Journal of Business Research, Industrial Marketing Management, European Journal of Marketing, and Journal of Advertising Research, among others.

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Published

2026-09-07

How to Cite

Parwati , K. Y., Wandira, R. K., Pratama, M. R. A., Fakhar, M. R., & Julian Ming Sung Cheng. (2026). Gamification in Mobile Commerce: Dual Affective and Cognitive Pathways to Repurchase Intention. Contemporary Management Research, 22(4), 299–325. https://doi.org/10.7903/cmr.24436

Issue

Vol. 22 No. 4 (2026)

Section

Regular Paper

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