Research on the Impact of Gamification Marketing on Consumer Brand Loyalty on E-commerce Platforms

Abstract

Under the background that the development of Internet technology has intensified the competition in the e-commerce market, gaming marketing has become an innovative marketing method explored by the e-commerce platform, and consumer brand loyalty is crucial to the long-term development of the platform. This study constructed a theoretical model of "gamification marketing user experience brand loyalty" and collected data from e-commerce platform users who have participated in gamification marketing in the past three months using a questionnaire survey method. SPSS and AMOS software were used for empirical analysis to deeply analyze the impact path of gamification marketing on consumer brand loyalty on e-commerce platforms. Research has found that the task system, social interaction, achievement system, and virtual rewards of gamification marketing have all had a significant positive effect on user experience. At the user experience level, both functionality and emotional experience are significantly positively correlated with brand loyalty, with emotional experience being more prominent; Social interaction partially mediates the relationship between task systems, virtual rewards, and brand loyalty; The impact mechanism of gamification marketing on users of different genders is similar, with users aged 26-35 placing more emphasis on social interaction, and users with a bachelor's degree or above placing more emphasis on functional experience. Based on this, it is recommended that e-commerce platforms focus on optimizing task design, enhancing social attributes, implementing precise marketing, injecting emotional elements, and improving achievement mechanisms when implementing gamification marketing, in order to cultivate user loyalty and ensure the stable development of the platform.