M.A. Thesis:

Exploration the role of gamification in received benefits and continued use of online shopping

TThis study aimed to investigate the role of playmaking in perceived usefulness and continued use of online shopping. This research was applied in terms of purpose and in terms of method and descriptive-survey nature of correlation. The statistical population of the study included all undergraduate, graduate and doctoral students of Ferdowsi University of Mashhad, numbering 25,000 people. Based on Morgan table, 384 people were selected as a sample and a questionnaire of 31 research questions was distributed among them. Et al. (2019) used the reliability of the questionnaire by Cronbach's alpha method for all questions was 0.82 and the validity of the content of the questionnaire was also confirmed by the tutor. Data were analyzed by descriptive statistics (mean, frequency percentage) using SPSS software version 19 and inferential statistics (structural equation method) using PLS software. The results showed that playmaking has a significant effect on perceived usefulness and continued use of online shopping..

Keywords: gameplay, perceived usefulness, continued use of online shopping