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:...

Background: To cope with the expected further growth in e-commerce and to be able to continue delivering at low costs, new concepts for the last-mile are needed. This paper reviews the literature and qualitatively investigates which factors influence the acceptance of four alternative...