Online store

This study examines how gamification mechanics could be used in online retailers' loyalty programs. In other words, this article attempts to create a conceptual model for the relationship between gamification mechanics and customer loyalty elements. We used a field study to conduct our research. In order to validate the survey, 450 customers from one of the greatest online stores in Iran were questioned. The results of this survey were used to validate our 11 phrases on the relationship between gamification mechanics and customer loyalty. The results were analyzed using confirmatory factor analysis, path analysis, and model fitness tests in structural equations modeled in the Lisrel software. According to the research findings, the relationship between variables and the proposed conceptual model was confirmed. Based on the performed analysis, all 11 phrases were verified .

The proliferation of online stores in Iran has surged in recent years, yet a notable proportion of these ventures falter shortly after inception. Among the myriad challenges confronting Iranian online retailers, the discontinuity in customer purchases stands out prominently. To address this issue, this study delves into the influence of online store service quality antecedents, specifically perceived risk, service convenience, and website design, on both customer satisfaction and behavioral intentions. Data collection entailed administering a questionnaire, and the research model underwent scrutiny via structural equation modeling (SEM). Results indicate a significant positive association between website design and the quality of online store services. Moreover, service convenience and the quality of online store services emerged as robust determinants of customer satisfaction. Satisfaction, in turn, exhibited a substantial positive impact on customer behavioral intentions. Conversely, perceived risk exerted a negative and significant influence on the quality of online store services. Notably, the effects of service convenience on service quality and the impact of service quality on customer behavioral intentions were statistically insignificant at the 95% confidence level. However, the mediating variable of satisfaction significantly mediated the relationship between online store service quality and customer behavioral intentions.