Thesis (BA Communication and Media Arts) University of the Philippines Mindanao, 2023

Gamification is now being used in non-game environments, particularly in the e-commerce industry and on websites, as a strategy to promote businesses and offer services to diverse consumers (Conaway & Garay, 2014). Beattie (2022) suggests that Generation Z, the most technologically sophisticated age group, directly benefits from this innovation. This research focuses on Generation Z users of the Shopee app in Davao City and explores how gamification influences their purchase intentions. The study is grounded in the Technology Acceptance Model (TAM) and the Attention, Interest, Desire, and Action Model, aiming to understand gamification as a new technological advancement and its effect on the purchasing intentions of Generation Z users. Using a qualitative approach, the researcher conducted interviews with ten participants who use Shopee as their primary e-commerce platform and have encountered gamified Shopee advertisements within the app or online. After transcribing the gathered data, a thematic analysis was performed to identify overlapping themes and recurring codes, resulting in the derivation of three major themes. The study reveals that gamified advertisements and the application itself significantly influence the purchase intentions of Generation Z users. Factors such as the presence of game elements in the advertisements, accessibility, and social influence play key roles in contributing to their purchase intentions. Furthermore, the findings indicate that gamification enhances marketing communication by effectively engaging potential customers and users of the Shopee app.