Is Gamification a Practical Solution for Increasing Repurchase Intention of Online Customers?

With the growth of online shopping, organizations should update their portals and websites in response to changing conditions and competitors' actions. To attract and retain online customers, various tools such as reputation building, trust en-hancement, and gamification are utilized and reinforced. This study has investigated 243 users of DigiKala company through paper and electronic questionnaires. Due to the non-normality of the data, non-parametric statistical methods using SPSS and Smart-PLS3.0 software were employed to analyze structural relationships. Additionally, machine learning tools were utilized to optimize the analysis of customer behavior and identify patterns for effective customer retention strategies. The results show that contrary to the research background, the use of gamification on DigiKala's website has not had a positive and significant impact on customers using this company's website and their repurchase intention. Thus, it seems that DigiKala should focus on context and infrastructures, while simultaneously strengthening and revamping gamification dimensions.