![]() It is considered a form of loyalty development, as it provides users with various interactive features. Gamification is the use of game dynamics to process programs and platforms in non-traditional ways ( Swan, 2013). To this end, marketers have incorporated gamification elements in e-commerce platforms to keep customers interested. To maintain such growth, customer experience becomes an essential factor in modern retailing ( Rose et al., 2011). More than 10% of the country’s 270 million residents make online purchases, and that percentage is likely to rise ( Singh, 2019). Among the Southeast Asian nations, Indonesia has enjoyed the fastest growing e-commerce growth and revenues. Since its inception, e-commerce has been used as a socio-technical framework for sharing commercial data, keeping up commercial connections and conducting trade exchanges by implementing telecommunications systems. The full terms of this licence maybe seen at ![]() Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in Spanish Journal of Marketing - ESIC. ![]() ![]() Copyright © 2022, Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto and Jessica Eva Gloria Tambunan. ![]()
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