The impact of gamification features on customer retention in shopee

Lee, Yong Xing and Wong, Jun Ming (2026) The impact of gamification features on customer retention in shopee. Final Year Project, UTAR.

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Abstract

This study determines the extent to which the application of gamification features affects the retention of customers within Shopee, through the use of TAM. In particular, this study will examine the influence of perceived usefulness (PU) and perceived ease of use (PEoU) towards customer retention and the mediating role of gamification features. A quantitative approach is used for this investigation, wherein they will gather data from 400 Shopee users who are familiar with gamification features such as games, rewards, and daily check-ins. Based on the analysis, both PU, PEoU, and gamification features have significant effects on customer retention. More specifically, among the three, gamification features were found to be the most powerful predictor of customer retention. Furthermore, the three factors partially mediate each other's influence towards customer retention. The findings suggest that not only PU and PEoU of Shopee affect its customer retention, but gamification features also play a mediating role in doing so. This study has provided a valuable contribution to the existing literature by adding gamification features as a mediator to TAM.

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