How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty
Journal: Behavioral Sciences
Year: 2024

Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impacts purchase intention requires further investigation. Drawing on the self-determination theory (SDT), this study explores the relationship between gamification marketing and purchase intention, with cu