Motivation factors in driving consumer purchasing behavior through Shopee Farm Game in Malaysia

Siow, Pui Lee (2024) Motivation factors in driving consumer purchasing behavior through Shopee Farm Game in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In today's technologically advanced society, online purchasing has become essential in our daily life. Consumers are enticed to e-commerce platforms for their ease of use and benefits, while gamification is used to attract and keep loyal consumers. As a result, this technique tends to make their goods extremely attractive for spending less money due to the availability of extra discounts and vouchers. Accordingly, this research aims to examine the relationship between motivation factors towards consumer purchasing behavior (CPB) through the Shopee Farm Game in Malaysia. The self-determination theory (SDT) might help further clarify the relationship between motivation factors towards CPB. An online survey questionnaire will be distributed to around 322 Shopee Farm Game players for data collection. All of the measuring tools utilized have been adopted and modified from earlier well-researched studies, and the findings will be interpreted using descriptive analysis, Pearson's correlation analysis, and multiple regression analysis (MRA). Meanwhile, the Statistical Package for Social Science (SPSS) will be used to analyze the demographic background of the respondents. The researcher will be able to gain insight into and a greater understanding of the roles that gamification plays in influencing CPB in e-commerce platforms through the findings of this research. Additionally, this study could strengthen the empirical data from earlier studies by embedding gamification into the SDT. The research findings will contribute to the literature for future research by providing valuable insights into CPB in the context of gamification and e-commerce platforms

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