Shop More and Earn More : The Never-Ending Game of Mobile Commerce

Authors

  •   Kanishka Gupta Assistant Professor (Corresponding Author), Vivekananda School of Business Studies, Vivekananda Institute of Professional Studies – Technical Campus, Outer Ring Rd, AU Block, Ranikhet, Pitampura, New Delhi - 110 034, Delhi ORCID logo https://orcid.org/0000-0001-7211-7652
  •   Jyoti Chauhan Assistant Professor, Faculty of Commerce and Management, SGT University, Budhera, Gurugram-Badli Road, Gurugram - 122 505, Haryana ORCID logo https://orcid.org/0000-0002-5034-7921
  •   Dolly Gaur Assistant Professor, Symbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), Plot No. 47 & 48, Block A, Sector 62, Noida - 201 301, Uttar Pradesh ORCID logo https://orcid.org/0000-0002-3868-5397
  •   Harpuneet Singh Kohli Assistant Professor, Amity College of Commerce and Finance, Amity University Uttar Pradesh, Sector-125, Noida - 201 303, Uttar Pradesh ORCID logo https://orcid.org/0000-0002-0415-3130

DOI:

https://doi.org/10.17010/ijom/2025/v55/i9/175452

Keywords:

m-commerce, Gen Z, behavioral intention, gamification, UTAUT.
Publication Chronology: Paper Submission Date : September 15, 2024 ; Paper sent back for Revision : March 22, 2025 ; Paper Acceptance Date : May 11, 2025 ; Paper Published Online : September 15, 2025

Abstract

Purpose : The study aimed to understand m-commerce platform adoption and usage. Moreover, considering the increasing trend of integrating game-like elements into non-gaming contexts, this research explored the moderating impact of gamification features in enhancing the relationship between behavioral intention and actual usage.

Design/Methodology/Approach : Using SEM regression, the study examined the impact of various factors proposed by the Unified Theory of Acceptance and Use of Technology (UTAUT) on behavioral intentions and actual usage of m-commerce. Gamification features were considered as moderating variables explaining the relationship between intentions and actual usage.

Findings : The findings suggested that performance and effort expectancy bring in stronger user intentions to adopt m-commerce platforms. Also, the gamification features integrated into these applications helped convert the intention into actual usage.

Practical Implications : The study has important implications for the service providers. The high influence of performance and effort expectancy on behavioral intention indicated that there was a need to clearly communicate how the user will benefit from and the convenience that they will have, using the platform. Managers can leverage data analytics to create personally relevant messages that underline what users will gain, be it time savings, enhanced enjoyment, or financial rewards.

Originality/Values : There are limited studies in which researchers have attempted to understand the behavioral intentions of users regarding m-commerce with the help of the UTAUT components. Additionally, the role of gamifying features in explaining the distance between intentions and actual usage has not been studied well. Hence, the present work is one of the pioneering studies filling this gap of grave importance.

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Published

2025-09-15

How to Cite

Gupta, K., Chauhan, J., Gaur, D., & Kohli, H. S. (2025). Shop More and Earn More : The Never-Ending Game of Mobile Commerce. Indian Journal of Marketing, 55(9), 62–80. https://doi.org/10.17010/ijom/2025/v55/i9/175452

Issue

Volume 55, Issue 9, September 2025

Section

Articles
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