E-Commerce Gamification and Regulatory Compliance in Driving Purchase Intention through Digital Trust
This study aims to analyze the influence of consumer protection regulatory compliance and gamification of e-commerce applications on consumer purchase intention, with digital trust as a moderating variable. Amid growing consumer concerns over data breaches and the importance of user engagement, regulatory and interactive aspects are crucial in fostering purchase intentions on digital platforms. The study adopts a quantitative explanatory approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4, involving 200 active e-commerce users in Indonesia. Results reveal that both regulatory compliance and gamification have a positive impact on purchase intention. Digital trust not only directly influences purchase intention but also mediates and moderates the relationship between regulatory compliance, gamification, and consumer behavior. These findings highlight the importance of integrating legal compliance, feature innovation, and the development of digital trust to enhance the effectiveness of e-commerce marketing strategies.
Keywords: Consumer Protection Regulation, Gamification, Purchase Intention, Digital Trust, E-Commerce
