We tried to establish a theoretical model to study the impact of perceived value on m-commerce game use intention and the impact of gamification on users’ purchase intentions with regard to m-commerce.

Fig. 4. Analytical results. Note. All the coefficients have p values < 0.05.

Technology Overview
Mobile commerce users play mini-games because they gain fun with less time spending. Gamification has a positive impact on the purchase intentions of users who access mobile commerce platforms. Utilitarian, hedonic, and social value positively influence users to play games on mobile commerce platforms. Mini-games on mobile commerce platforms are more attractive to women.

Applications & Benefits
Future studies may provide a deeper understanding of female groups and explore the behavior and psychology of female players who use m-commerce platforms from other theoretical perspectives and reference scales.

Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention
Author：Yu, N., Huang, Y.-T.
Year：2022
Source publication：Computers in Human Behavior  Volume 126, January 2022, 106991
Subfield Highest percentage：99%  Arts and Humanities (miscellaneous)    #2/306

https://www.sciencedirect.com/science/article/pii/S0747563221003149?via%3Dihub