THE GAMIFICATION EFFECT: UNRAVELING THE ROLE OF COGNITIVE ABSORPTION AND HEDONIC VALUE ON CONSUMER PURCHASE INTENTION IN PAKISTAN’S E-BUSINESS SECTOR

Abstract

The present study examined the relational dynamics of gamification, cognitive absorption, hedonic value, and consumer purchase intention in Pakistan's e-business sector. Guided by the published literature, it was hypothesized that a) gamification would have a positive relationship with consumer purchase intention, b) gamification, cognitive absorption, and hedonic value would predict consumer purchase intention, and c) cognitive absorption and hedonic value would mediate the relationship between gamification and consumer purchase intention. After adhering to ethical considerations, a non-probability convenience sample of 284 participants (n = 118 men, n = 166 women) with an age range of 18-35 years (M = 21.60, SD = 2.80) was recruited for this cross-sectional correlational research. The tools used were a demographic information sheet, the Gamification Scale, the Cognitive Absorption Scale, the Hedonic Value Scale, and the Purchase Intention Scale. Findings revealed that gamification, cognitive absorption, and hedonic value were positively correlated with consumer purchase intention, with cognitive absorption and hedonic value emerging as significant predictors. Additionally, cognitive absorption and hedonic value mediated the relationship between gamification and consumer purchase intention. The results contribute to enhancing the understanding of how gamification influences consumer behavior, offering practical insights for e-business practitioners to optimize their platforms for improved customer engagement and purchase outcomes.