The Antecedents of Customers’ Intention to Use E-Marketplace Application in Indonesia: The Moderating Role of Gamification

The rapid growth of technology such as e-Marketplace has gained high importance among the business players and customers in Indonesia. Moreover, customers’ expectation of seamless shopping experiences creates huge opportunities for business players to control the digital market. The purpose of this study is to examine the key factors influencing Indonesia customers’ acceptance of e-Marketplace. The study applies the extended UTAUT2, and further extended by adding gamification as a moderating variable between intention to use and intention to recommend eMarketplace. The data was collected through online surveys from 500 Indonesia e-Marketplace customers’. The model was tested using structural equation modelling (SEM). The result shows that intention to use e-Marketplace is significantly influenced by performance expectancy, facilitating conditions, social influence, price value, habit, and personal innovativeness in IT. Furthermore, the result also revealed that the interaction on gamification between intention to use and intention to recommend will be stronger when gamification is higher. This study offers Indonesia e-Marketplace some guidelines for designing the marketing strategy in order to enhance their customers’ acceptance with the right amount of gamification