Abstract:
This study explores the mediating role of customer engagement between gamification strategies and customers' repurchase intentions within Pakistan's e-retail sector. As the e-commerce market in Pakistan continues to expand, understanding the mechanisms that drive customer loyalty becomes crucial. Gamification, recognized for creating meaningful engagement, is posited as a dynamic tool to influence consumer behaviour. Despite its growing popularity, the specific pathways through which gamification impacts repurchase intentions, mediated by customer engagement, remain inadequately understood. Addressing this gap, the study employs an empirical approach to investigate the nuanced relationships between gamification elements, customer engagement, and repurchase intentions. Data were collected from e-retail consumers in Pakistan and analysed to test the hypothesized mediating effects. The findings reveal that gamification significantly enhances customer engagement, which in turn positively influences repurchase intentions. These insights provide actionable recommendations for e-retailers aiming to implement gamification strategies to foster customer loyalty and drive business growth. This research contributes to both theoretical frameworks and practical applications, offering valuable insights for academia and industry practitioners. By elucidating the role of gamification in shaping repurchase intentions, the study provides a foundation for future research and strategic implementation in the e-commerce landscape.
