Confirmatory Factor Analysis: User Behavior M-Commerce Gamification Service in Indonesia

Gamification of marketing is a fast-growing phenomenon and an innovation for mobile marketing. strategy increasing the attractiveness consumers to encourage increased shopping behavior, loyalty, engagement, product advocacy. Understanding factors behind use gamification services in m-commerce very interesting, no one has done any research. This study investigates theory self-determination (competence, autonomy, relatedness) extrinsic motivation as predictor services. Data was collected from 400 respondents who had experienced using on m-commerce. The data then included analysis. Analysis confirmatory factor analysis determine dominant service users. benefits confirm that motivate users Researchers AMOS 18 Windows software assist processing. results show motivates finding provides insight companies game designers improve mechanisms based virtual points be more active continue For next research, it possible validate construct by other theoretical approaches, such adding flow measure motivational research object can applications, health, education, banking applications.