Exploring the Gamification Affordances in Online Shopping with the Heterogeneity Examination through REBUS-PLS

This study investigates, from the perspective of affordance theory, how implementation gamification features and mechanisms in online-shopping platforms enable consumers to enjoy immersive shopping experiences make subsequent decisions. Importantly, technique REBUS-PLS is applied unveil nature heterogeneity perceived affordances ensure robustness structural-model results. The research model tested using cross-sectional data. Our results not only confirm effects different types on experience behavior but also reveal existence consumer groups within overall sample with respect their patterns. Apart social connectiveness, rewardability, playfulness, novelty all exert significant experience. In addition, this identified three distinct groups, namely, “no novelty” users, playfulness” connective” users.