The Psychology of Play-to-Pay: Analyzing Behavioral Factors Affecting Gamified Reward Adoption in M-Commerce Apps

Abstract

Gamification has emerged as a powerful strategy in mobile commerce (M-commerce) applications, enhancing user engagement and
encouraging repeat usage. This study explores the behavioral factors that influence the adoption of gamified reward systems among users
in Pune city. The research focuses on four key constructs: perceived enjoyment, perceived usefulness, reward sensitivity, and habitual
usage. Data was collected through a structured questionnaire and analyzed using exploratory factor analysis to identify underlying
patterns in user behavior. The study confirms that gamified features in shopping apps are adopted not only for entertainment but also for
their practical benefits and motivational appeal.