Sari, Nadia Nila - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 1, pp. 72-96
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:...