Table 5. Conclusions, theoretical and...

Table 5.

Conclusions, theoretical and managerial implications

Conclusions	Theoretical and managerial implications
Network exposure significantly influences social influence, recognition and reciprocal benefit	The higher people are exposed to the gamified system, the more likely they will benefit from it, feel more recognised by their peers and have a greater social influence E-commerce apps should encourage users to share their gaming experience in the app so that more people are exposed to the system
Gamification creates social and shopping motivation which leads to a positive attitude to continue using the e-commerce app and spread the word of mouth	Together with utilitarian shopping behaviour, when users could influence others about the game, they discovered its benefits for them and developed a positive attitude E-commerce apps should implement gamification and develop a community forum to make users feel more socially influenced and understand the benefit of social interaction. Rewards given should benefit users in the game and when they are shopping in the apps

Conclusions

Theoretical and managerial implications

Network exposure significantly influences social influence, recognition and reciprocal benefit

The higher people are exposed to the gamified system, the more likely they will benefit from it, feel more recognised by their peers and have a greater social influence

E-commerce apps should encourage users to share their gaming experience in the app so that more people are exposed to the system

Gamification creates social and shopping motivation which leads to a positive attitude to continue using the e-commerce app and spread the word of mouth

Together with utilitarian shopping behaviour, when users could influence others about the game, they discovered its benefits for them and developed a positive attitude

E-commerce apps should implement gamification and develop a community forum to make users feel more socially influenced and understand the benefit of social interaction. Rewards given should benefit users in the game and when they are shopping in the apps

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