Purchase Intention in Chinese Social Commerce: Synthesis of Gamification, Technology Acceptance, and Cultural Dimensions
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Abstract
As the e-commerce landscape continues to evolve, social media platforms and online shopping are increasingly merging to keep up with trends and meet consumer demands. Given China’s large population and high social media usage, it's essential to understand what drives consumer behavior. This knowledge enabled marketers to develop strategies that genuinely connect with Chinese shoppers, ultimately enhancing engagement and sales in the competitive world of social commerce. This narrative review synthesized evidence on how gamification, technological acceptance, and cultural values shaped purchase intentions in Chinese social commerce. The article linked platform design using gamification features to technology perceptions (usefulness, ease of use, and hedonic motivation), which generated psychological states (enjoyment and flow) that drive purchase intention. The findings showed that gamification, technological perceptions, and cultural factors positively influenced purchase intentions in social commerce. These elements boosted engagement, created enjoyable experiences, and aligned digital interactions with users' cultural expectations, enhancing purchase intentions. Consumer responses to gamification and hedonic features vary based on personal preferences, cultural backgrounds, and shopping motivations. Businesses must therefore develop adaptable strategies that accommodate diverse user behaviors. Practically, the findings can guide the design of gamified systems for s-commerce markets, ensuring they are inclusive and effective for Chinese culture. Additionally, it enhances the understanding of gamification and technological features by providing insights into their impact on purchase intentions in China's social commerce market.
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