The Influence of Perceived Usefulness, Perceived Ease of Use, Perceived Social Influence, and Perceived Enjoyment Toward Brand Attitude with The Mediation of Intention of Engagement: The Case of Shopee

Abstract

Gamification has changed the marketing system of many industries around the world, including e-commerce industry. Shopee is one of the big companies that implement gamification in order to increase its  reputation. Researchers are focusing on the use of perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment in the gamification strategy that Shopee has used. In this research, the researcher wants to examine whether perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment influence intention of engagement and brand attitude of Shopee. Moreover, this research also examines whether intention of engagement mediates the relationship between independent variables and brand attitude. The researcher has collected 100 valid research data obtained from the questionnaires distributed on google form. The data are then analyzed with multiple linear regression and Sobel test. The result of the data analysis concluded that perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment does influence intention of engagement and brand attitude. Moreover, the result from the Sobel test concluded that intention of engagement partially mediated the relationship of perceived usefulness, perceived ease of use, perceived social influence, and perceived enjoyment toward brand attitude.

Keywords: Perceived Usefulness, Perceived Ease of Use, Perceived Social Influence, Perceived Enjoyment, Intention of Engagement, Brand Attitude, Shopee