Gamification, defined as the use of game-design elements in non-game contexts, has increasingly been integrated into e-commerce platforms to strengthen engagement and improve the customer journey. This study examines how five gamification-related factors – perceived usefulness, perceived ease of use, rewards, convenience, and autonomy – influence customer experience in online shopping. Data were collected through an online survey of consumers in Da Nang, Vietnam. Of 350 returned questionnaires, 285 valid responses were analyzed using SPSS 20. Reliability was assessed using Cronbach’s alpha, construct dimensionality was examined through exploratory factor analysis, and the hypotheses were tested using Pearson correlation and multiple linear regression. The results show that all five factors positively and significantly influence customer experience. The model explains 69.9% of the variance in customer experience. Based on standardized coefficients, rewards exert the strongest effect, followed by perceived ease of use and autonomy, perceived usefulness, and convenience. These findings indicate that gamified e-commerce experiences are most effective when they provide meaningful rewards, preserve user choice, minimize effort, and remain convenient across contexts. The study contributes empirical evidence from an under-researched emerging market and offers practical guidance for e-commerce managers designing customer-centered gamification features.

Keywords: gamification; e-commerce; customer experience; online shopping; consumer behavior.