Is gamification a suitable solution for increasing repurchase intention of DigiKala customers?

This video is a presentation of a scientific article that was the result of my colleagues and I's collaboration at "The 2023 World Congress in Computer Science, Computer Engineering & Applied Computing (CSCE'23). July 24-27, 2023, Luxor (MGM), Las Vegas, USA"
In this article, we explain that with the growth of online shopping, organizations should update their portals and websites in response to changing conditions and competitors’ actions. To attract, and retain online customers, various tools such as reputation building, trust enhancement, and gamification are utilized and reinforced. This study has investigated 243 users of DigiKala company through paper and electronic questionnaires. Due to the nonnormality of the data, non-parametric statistical methods using SPSS and Smart-PLS3.0 software were employed to analyze structural relationships. Additionally, machine learning tools were utilized to optimize customer behavior analysis and identify patterns for effective customer retention strategies. The results show that contrary to the research background, the use of gamification on DigiKala’s website has not had a positive and significant impact on customers using this company’s website and their repurchase intention. Thus, DigiKala should focus on context and infrastructures, while simultaneously strengthening and revamping gamification dimensions.

Http://www.american-cse.org/csce2023/

you can find the article here:
https://ieeexplore.ieee.org/document/...