Gamification in mobile shopping applications: effects on user engagement and shopping wellbeing

The rapid advancement in technology and increased implementation of retailers and the usage by customers of shopping applications have intensified the need for designing marketing tactics that enhance customers’ engagement while at the same time supporting their well-being. This research paper examines how the Octalysis gamification framework, with its eight dimensions (1. Epic Meaning and Calling, 2. Development & accomplishment, 3. Empowerment of Creativity & Feedback, 4. Ownership & Possession, 5. Social Influence & Relatedness, 6. Scarcity & Impatience, 7. Unpredictability & Curiosity, 8. Loss and Avoidance) contributes to customer engagement and shopping wellbeing. The responses of 419 shopping application users of Temu, Shein, and Trendyol were analysed using the statistical program WarpPLS8. The main findings indicated that most of the gamification elements had a significant and positive effect on engagement and shopping wellbeing. Users’ engagement with the mobile applications partially mediated certain relationships. The article provides a conceptual model linking the gamification dimensions to engagement and well-being, seeking to provide advancement for the use of retail applications optimally for both the organization and users.