Relations "customer - supplier" are increasingly more valuable and less consistent, especially in the online context. In this sense, the supplier seeks to make a website visitor into a satisfied customer and a satisfied customer into a loyal customer as a condition to become more competitive....

Manuscript type: Research Article Research Aims: This paper analyzes the role of the Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, consumer intention to engage, and brand loyalty in the context of gamification in e-commerce. Design/methodology/approach:...