Evaluating the Effectiveness of Gamification in Improving User Experience in E-Commerce Platforms in Sri Lanka

Gamification is a strategy that incorporates game design elements into non-game contexts. During the COVID-19 pandemic, e-commerce platforms in Sri Lanka utilized gamification to boost user engagement. However, research on its effectiveness in enhancing user satisfaction and experience in this region is lacking. This study aims to fill this gap by analyzing how gamification influences user experience and satisfaction on Sri Lankan e-commerce platforms. Using the Cognitive Evaluation Theory (CET), a conceptual model was developed and structured questionnaire with Likert scale was distributed among platform users. Data analysis was conducted using PLS-SEM (SmartPLS4). Results show that gamification elements, except for competitive dynamics, positively impact user satisfaction. Rewards, self-expression, and altruism dynamics were particularly effective. Overall, gamification enhances the user experience. These findings provide valuable insights for e-commerce developers to refine strategies and cater better to users. This study also establishes a foundation for future research, encouraging exploration of the impact of gamification elements across various sectors in this region.