The impact of gamification elements on customer engagement

Gamification is a relatively new concept that has seen a significant increase in its use in recent years. Gamification involves the application of game elements in a non-gaming environment to create a gaming experience related to a product or service. The aim of this research is to investigate the impact of different aspects of gamification (immersion, achievement, social) on customer engagement (emotional, cognitive, social) in the online store of Digikala. The research population consists of consumers and users of the Digikala website who have made at least one purchase on this site. In this regard, 222 questionnaires obtained from Digikala website users' data were analyzed. The research model was designed by reviewing the literature related to the research topic and previous studies, and it was analyzed using structural equation modeling. Finally, it was determined that the aspects of gamification have a positive and significant effect on customer engagement. The immersion aspects of gamification have a positive impact on emotional aspects of customer engagement, the achievement aspects affect the cognitive aspects of customer engagement, and the social aspects of gamification also have a stronger positive impact on the social aspects of customer engagement.