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Gamification and Impulsive Buying Behavior in Indian E-Commerce: An S-O-R Model Approach
C. Mithun Raj Research Scholar, Department of Management, Pondicherry University Karaikal Campus. Dr. Madhavaiah Chendragiri Professor, Department of Management, Pondicherry University Andaman Campus
Pages: 1-20 | First Published: 05 Jan 2026
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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.

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A Study on Customer Relationship Management Strategy of Royal Enfield
Davies Varughese Chacko Assistant Professor, St Joseph’s University, Banglore.
Pages: 21-31 | First Published: 21 Jan 2026
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Abstract

The examine has concluded that the effectiveness of improved advertising strategies is right. The Royal Enfield is the largest manufacturer and vendor of two wheelers to retain present and attract new possibilities success of expectation is necessary. fulfillment of consumer expectancies, green advertising techniques can best boom the market proportion and can compete with their opponents. Royal Enfield is presently the use of product, fee place and promotional elements for attaining the centered market. The business enterprise adheres to top rate pricing coverage in the market. The premium pricing policy is a pricing approach used at the time of introducing new product. Royal Enfield is an Indian based totally agency with its head office in Chennai at Tamilnadu. It has familiarized the product in Indian as well as global market. Royal Enfield is launching many modern promotional techniques and campaigns to attain its merchandise to the prospective inside the market. The company adopts the promotional sports via digital media, indicates and exhibition to growth the demand of the product. A take a look at on client pride with reference To Royal Enfield, it is discovered that the pleasure degree of customers in numerous categories like one-of-a-kind age institution, gender, income degrees, and elements influencing them to shop for Royal Enfield and delight degree on various factors. even though there are many competitors for Royal Enfield human beings have higher degree of satisfaction and willingness to shop for the product and generally tend to boom the usual of residing.

 

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