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Gamification and Impulsive Buying Behavior in Indian E-Commerce: An S-O-R Model Approach

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Issue Abstract

Abstract

In the fiercely competitive Indian e-commerce landscape, platforms like Amazon and Flipkart are increasingly adopting gamification strategies such as spin-the-wheel games, quizzes, and loyalty points to enhance user engagement and drive sales. This study examines the psychological mechanisms through which gamification influences consumers' impulsive buying behavior, employing the Stimulus–Organism–Response (SOR) framework. Specifically, it investigates how gamification (stimulus) affects customer engagement and the urge to buy impulsively (organism), which in turn impacts impulsive buying behavior (response). A quantitative survey was conducted among 205 Indian online shoppers who had prior experience with gamified features on e-commerce platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the reliability and validity of constructs and test the hypothesized structural relationships. Results confirm that gamification significantly enhances customer engagement and evokes impulsive urges, both of which strongly predict impulsive buying behavior. Mediation analysis also revealed that the effect of gamification on impulsive buying is largely indirect, operating through increased engagement and urge. The study contributes theoretically by integrating SOR with Self-Determination Theory and Flow Theory to explain how cognitive and affective states mediate the effect of gamified stimuli on consumer behavior. Practically, the findings offer insights for marketers on how gamification can be ethically leveraged to boost engagement and purchase outcomes. However, the study’s limitations, including a cross-sectional design and reliance on self-reported data, suggest avenues for future research, such as longitudinal studies or experiments that measure actual behavior.

Keywords: Gamification; Impulsive Buying; Customer Engagement; Urge to Buy; E-Commerce; SOR Framework.

Author Information
C. Mithun Raj Research Scholar, Department of Management, Pondicherry University Karaikal Campus. Dr. Madhavaiah Chendragiri Professor, Department of Management, Pondicherry University Andaman Campus
Issue No
1
Volume No
12
Issue Publish Date
05 Jan 2026
Issue Pages
1-20

Issue References

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