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Do Females Intend to Use Gamified Virtual Currency in E-Tailing?: An Empirical Study

Do Females Intend to Use Gamified Virtual Currency in E-Tailing?: An Empirical Study

Anoop George, Sebastian Joy Panattil, Manu Melwin Joy
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 16
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781683180777|DOI: 10.4018/IJESMA.301272
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MLA

George, Anoop, et al. "Do Females Intend to Use Gamified Virtual Currency in E-Tailing?: An Empirical Study." IJESMA vol.14, no.1 2022: pp.1-16. http://doi.org/10.4018/IJESMA.301272

APA

George, A., Panattil, S. J., & Joy, M. M. (2022). Do Females Intend to Use Gamified Virtual Currency in E-Tailing?: An Empirical Study. International Journal of E-Services and Mobile Applications (IJESMA), 14(1), 1-16. http://doi.org/10.4018/IJESMA.301272

Chicago

George, Anoop, Sebastian Joy Panattil, and Manu Melwin Joy. "Do Females Intend to Use Gamified Virtual Currency in E-Tailing?: An Empirical Study," International Journal of E-Services and Mobile Applications (IJESMA) 14, no.1: 1-16. http://doi.org/10.4018/IJESMA.301272

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Abstract

The current study serves two purposes. First and foremost, this research aims to determine the impact of a game mechanism known as virtual currency on the intention of young female consumers to use it in an e-tailing platform; second, it looks at the function of e-trust and task awareness as an extension to the TAM framework, two antecedents that are thought to influence female virtual currency adoption intentions in e-tailing. The proposed framework was evaluated using data from an online survey of 386 female participants across India. The conceptual framework is empirically validated using the PLS-SEM technique. The current study broadens the scope of game mechanics by emphasizing the importance of e-trust as an independent variable and task awareness as a mediator. Findings imply that the e-tailer's may include virtual currency into their platforms, allowing female consumers to make substantial use of it in their purchasing decisions.