The effect of gaimification on consumer loyalty with respect to the mediating role of attitude toward the brand and intent to engage

In this study, the main purpose of this study is to investigate the effect of gaimification on consumer loyalty with respect to the mediating role of attitude towards the brand and intention to engage.

In terms of data collection method, this research is a descriptive survey and is applied in terms of purpose. The statistical population of the present study, Iranian customers and buyers across the country, is the online store of Digikala. Sampling method is available sampling. Online tool, the main tool for data collection. On the other hand, Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the research. The Sobel test is used to measure the significance of the effect of the mediating variable. The research data are also analyzed in the form of structural equation modeling based on the partial least squares method using Amos software.

This model, which included the direct effect of gaimification on consumer loyalty as well as the effect of gaimification through mediating attitude towards the brand and the intention of engagement on consumer loyalty, its components were tested. Also, in evaluating the structural part of the model, there is a strong relationship between endogenous and exogenous structures and the general research model has a good fit.

After analyzing the data, it was found that gaimification(Perceived usefulness, perceived ease of use, perceived social impact, perceived pleasure) through mediating variable attitude towards the brand and intention to engage, directly and indirectly have a positive and significant effect on consumer loyalty.