Title: The impact of E-commerce gamification on
Authors: Gen Z's impulsive spending behavior in Vietnam
Volume: 10
Issue: 4
Pages: 22-33
Publication Date: 2026/04/28
Abstract:
The rapid integration of gamification in e-commerce has transformed how consumers interact with online platforms, yet its influence on impulsive spending behavior remains underexplored, particularly among Generation Z in Vietnam. This study investigates the impact of e-commerce gamification on Generation Z's impulsive spending behavior, considering the mediating role of perceived enjoyment and the moderating effect of financial self-control. Drawing on the Stimulus-Organism-Response (SOR) framework and the cognitive-affective dimensions of the Theory of Mind (ToM), the study examines how gamified features such as rewards, challenges, and interactive elements stimulate emotional and cognitive responses that lead to impulsive purchasing. Data were collected from 309 Vietnamese Generation Z consumers through a structured online questionnaire, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed hypotheses. The results indicate that e-commerce gamification significantly enhances perceived enjoyment and directly promotes impulsive spending, while perceived enjoyment mediates the relationship between gamification and impulsive behavior. Financial self-control was found to reduce the effect of enjoyment on impulsive purchases. These findings provide theoretical insights into the psychological mechanisms linking gamification and impulsive consumption and offer practical guidance for online retailers seeking to engage Generation Z more effectively.