The Impact of Gamification Acceptance on Online Purchasing Behavior: A Technology Acceptance Model (TAM) Approach

Authors

  • Muhammad Bahauddin Alfan Program Studi Sistem Informasi, Fakultas Teknik, Universitas Katolik Widya Karya, Jawa Timur, Indonesia https://orcid.org/0009-0002-6667-0739
  • Ernesta Wea Program Studi Sistem Informasi, Fakultas Teknik, Universitas Katolik Widya Karya, Jawa Timur, Indonesia

DOI:

https://doi.org/10.51903/xegbnc57

Keywords:

gamification, technology acceptance model (TAM), shopee games, customer behavior

Abstract

This study aims to analyze user acceptance of Shopee Games gamification features and their impact on online purchasing behavior using the Technology Acceptance Model (TAM) framework. A quantitative approach using a survey method was applied to 100 Shopee Games users. Multiple regression-based path analysis was used to examine the relationships among the TAM constructs: perceived ease of use (PEOU), perceived usefulness (PU), attitude toward use (ATU), behavioral intention to use (BI), and actual use (AU). The results showed that PEOU significantly influenced PU (β=0.828; p<0.001), PU significantly influenced ATU (β=0.831; p<0.001), but PEOU did not directly influence ATU (p=0.531). Furthermore, ATU and PU significantly influenced BI (β=0.322; p=0.001 and β=0.367; p=0.003, respectively), and BI strongly influenced AU (β=0.878; p<0.001) with a contribution of 58.5%. These findings confirm that perceived benefits, such as rewards, are more dominant in shaping user attitudes than technical ease. This research provides practical implications for platform managers to design gamification features that focus on reward value and customer habits.

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Published

2026-04-26

Issue

Vol. 5 No. 2 (2026): May: Jurnal Ilmiah Sistem Informasi

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Copyright (c) 2026 Muhammad Bahauddin Alfan, Ernesta Wea

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