DETERMINANTS OF ONLINE GAMIFICATION ADOPTION INTENTION AMONG MILLENNIALS: WITH REFERENCE TO THE SUPERMARKET INDUSTRY IN WESTERN PROVINCE, SRI LANKA

Abstract

1. Introduction Today’s retail industry is extremely competitive, with the supermarket concept gaining renewed interest among shoppers. Rapid technological advancements have significantly influenced consumer behaviour, prompting organizations to adopt innovative marketing techniques such as gamification to boost customer engagement. Despite its potential, there are uncertainties in both practice and literature regarding consumer adoption of gamification. Thus, this study aimed to identify the significant factors influencing millennials' online gamification adoption, focusing on supermarkets in the Western Province of Sri Lanka, and provide actionable insights for retailers. 2. Research Methodology Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the study concerned five variables: performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation. Adopting a quantitative research design within a deductive framework, this study employed a self-administered structured questionnaire to collect data from millennials in the Western Province who are online and have an understanding of gamification. 312 usable responses were obtained through purposive sampling, and the data were analyzed using SPSS analytical tool. 3. Findings and Discussion The findings indicate that performance expectancy, facilitating conditions, and hedonic motivation significantly influence online gamification adoption among millennials. In contrast, effort expectancy and social influence were not found to be significant predictors. 4. Conclusion and Implications This study concludes that retailers seeking to implement gamification strategies should prioritize enhancing performance-related features and ensuring a pleasurable user experience to attract millennial customers. Theoretical implications include extending the UTAUT2 model to better explain gamification adoption in a retail context. Retail businesses can improve customer engagement by leveraging gamification techniques