Examining the Relationship Between Gamification and Customer Engagement in Online Businesses

Articles in Press

Document Type : Original Article

Authors

1 Department of Management and Entrepreneurship, Faculty of Social Sciences, Economics and Accounting, University of Razi, Kermanshah, Iran

2 Assistant Professor, Management and Entrepreneurship Department, Faculty of Social Sciences, ,Economics and Accounting, Razi University, Kermanshah, Iran

Abstract

This study aimed to explain the relationship between gamification and customer engagement in online businesses and to propose a comprehensive conceptual model in this domain, using an exploratory mixed-methods approach. In the qualitative phase, key gamification elements were identified and extracted through thematic analysis of scholarly literature and semi-structured interviews with experts in related fields (12 participants). Data collection continued until theoretical saturation was achieved. The findings of this phase indicated that gamification in the context of online businesses encompasses a set of emerging and experience-oriented elements, including self-expression with an emphasis on identity representation and users’ psychological ownership; the creation of enjoyment as a positive emotional experience; goal-oriented and staged mission completion; problem-solving capability through cognitive challenges; simulation of real-life situations without risk; and the ability to integrate physical and cognitive aspects. In the quantitative phase, the statistical population consisted of users of online businesses who had experience using digital platforms. Data were collected using a researcher-developed questionnaire (387 respondents). To test the conceptual model and research hypotheses, structural equation modeling with a partial least squares approach was employed using SmartPLS software. The results of the structural model showed that the overall effect of gamification, as a second-order construct, on customer engagement was positive and significant, thereby confirming the main research hypothesis. Analysis of the sub-hypotheses revealed that different gamification elements varied in the magnitude of their effects on the three dimensions of engagement, and that experience-oriented and emerging elements played a significant role in strengthening sustained user interaction.

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Main Subjects

New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 11 July 2026

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History

  • Receive Date: 28 February 2026
  • Revise Date: 28 May 2026
  • Accept Date: 11 July 2026

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