The Moderating Effect of Gamification on Loyalty Program Usage in Indonesian E-Commerce

Previously, existing research has not comprehensively examined the determinant factors of loyalty programs, and there is limited that analyzes gamification programs in e-commerce. The investigated program usage, focusing on moderating effect gamified program. applied a quantitative method using Structural Equation Modeling (SEM) with AMOS. Then, unit analysis was users who played Lucky Egg. population size unknown due to access e-commerce company, so sample determined ten times indicators. Around 242 respondents were gathered convenience sampling. result confirms seven hypotheses are accepted, one hypothesis rejected. usage playfulness, affective commitment, attitude toward interaction moderation shows increases usage. However, reward attractiveness does affect directly must be mediated by R2 value 58,3%, 58,5%. extends model Indonesian e-commerce, proven as variable