HOW GAMIFICATION ATTRIBUTES AFFECT CONTINUANCE INTENTION TO USE MARKETPLACE IN INDONESIA: THE ROLE OF SATISFACTION AS A MEDIATING VARIABLE

Abstract

The increasing number of marketplaces in Indonesia makes competition in the marketplace is unavoidable. The concept of gamification is one of the trends that are widely used by marketplaces in order to win this competition. Therefore, the researcher conducted a study to analyze the effect of user experience using gamification on user satisfaction so that it raises the user's intention to continue using the marketplace. The present study’s predicting variables included entertainment, interaction, trendiness, novelty, intimacy, with satisfaction as the mediating variable. This research uses a quantitative method using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data of the respondents (n=285) who ever use gamification. The result showed that the construct of entertainment and interaction positively affect satisfaction. While intimacy influence both satisfaction and continuance intention to use marketplaces. While trendiness and novelty are not affecting the satisfaction and entertainment is not directly affecting continuance intention. Finally, satisfaction significantly influenced continuance intention to use marketplaces.