Fabian Dzaky Arrayan

Achievement Orientation, Personalized Experience, and Social Interaction as Drivers of Purchase Intention: The Mediating Roles of Personal Fulfillment and Social Connectedness in Digital Commerce

The rapid expansion of digital commerce necessitates engaging consumer experiences beyond functional transactions, highlighting gamification as a critical digital marketing mechanism. This study investigates the impact of gamified experiences on consumers’ Purchase Intention, specifically examining the mediating roles...