The Impact of Gamification Intervention on Repurchase Intention for Sports Products via Instagram

Document Type : Original Article

Authors

1 Ph.D in Sport Management, University of Tabriz, Tabriz, Iran

2 Associate Professor of Sport Management, University of Tabriz, Tabriz, Iran

3 Professor of Sport Management, University of Tabriz, Tabriz, Iran

10.22034/jsmk.2025.69441.1199

Abstract

The present research investigated the effect of gamification on the repurchase intention of sports goods through virtual media (Instagram). The study adopted a positivist paradigm, a quantitative research approach, and was applied in terms of objective. It utilized a quasi-experimental design employing a pretest-posttest design with a control group. The statistical population of the study comprised undergraduate Physical Education students aged 18–24 years. From this population, a minimum sample size of 20 individuals was selected using purposive sampling based on specific inclusion criteria. These individuals were divided into two groups: one experimental group and one control group. The experimental group underwent the gamification intervention for 12 sessions, while the control group received no intervention. Data were collected using a Repurchase Intention Questionnaire. Data analysis was performed using ANCOVA, correlated t-test, and SPSS software. The research findings revealed that the gamification intervention had a significant effect on repurchase intention, confirming the hypothesis (p<0.05). The results demonstrated that individuals could increase their repeat purchase behavior by engaging in gamification interventions. In today's highly competitive world, the use of interactive tools such as gamification can lead to the creation of a lasting experience for users and meaningfully increase their inclination toward repeat purchases.

Keywords

Main Subjects

References

 
Anggara, A. A., Kaukab, M. E., Pradhipta, Y. (2024). Social media Instagram and purchasing decisions. South Asian Journal of Social Studies and Economics, 21(1), 105-111.
Azri, A. A. (2023). Pengaruh Terpaan Akun Tiktok Kuliner Lampung@ Alejenes Terhadap Minat Wisata Kuliner Pada Followers.
Diantari, N. P. E., & Jokhu, J. R. (2021). The Impact of Instagram as a Social Media Tool on Consumer Purchase Decision on Nike. Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 116-127.
Gaonkar, S., Khan, D., Manisha, A. S. (2022). Impact of Gamification on Learning and Development. Journal of Advances in Education and Philosophy, 6, 63-70.
Harz, N., Hohenberg, S., Homburg, C. (2022). Virtual reality in new product development: Insights from prelaunch sales forecasting for durables. Journal of Marketing, 86(3), 157-179.
Kar, S., Basu, K., Sarkar, B. (2023). Advertisement policy for dual-channel within emissions-controlled flexible production system. Journal of Retailing and Consumer Services, 71, 103077.
Khoirunnisa, A., Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products.
Kristian, H. (2020). Social User Behavior Analysis of Purchasing Decisions in Instagram Online Store. International Journal of Emerging Trends in Engineering Research.
Lyna, L., & Ditiolebiet, H. (2021). Peranan Media Sosial Instagram, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Toko Online Masker. Solopunya. Business Innovation and Entrepreneurship Journal, 3(2), 84-89.
Nugroho, A. P., Norvadewi, N., Wulansari, M., Akbarina, F., Yusuf, M. (2023). Digital Entrepreneurship Strategy In Online Business Companies In West Java. Transformasi: Journal of Economics and Business Management, 2(2), 01-12.
Phan Tan, L., Le, T. H. (2023). The influence of perceived price and quality of delivery on online repeat purchase intention: the evidence from Vietnamese purchasers. Cogent Business Management, 10(1), 2173838.
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204-214. doi.org/10.1016/j.apmrv.2022.09.002
Yuan, C., Moon, H., Wang, S., Yu, X., Kim, K. H. (2021). Study on the influencing of B2B parasocial relationship on repeat purchase intention in the online purchasing environment: an empirical study of B2B E-commerce platform. Industrial Marketing Management, 92, 101-110.
Journal of Sport Management Knowledge
Volume 4, Issue 1 - Serial Number 7
September 2026
Pages 20-29

Files

History

  • Receive Date: 01 October 2025
  • Revise Date: 19 October 2025
  • Accept Date: 01 December 2025

Share

How to cite

Statistics