AI-driven Gamification in E-Commerce A Case Study of Consumer Engagement and Sales Growth on Temu
Bury, Emely (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504166714
https://urn.fi/URN:NBN:fi:amk-202504166714
Tiivistelmä
This thesis examines the impact of AI-driven gamification on consumer behaviour in e-commerce, with a particular focus on Temu’s gamification implementation. This study aims to determine how gamification influences consumer engagement and purchasing behaviour, how gamified features contribute to Temu’s sales growth, and how personalization through AI enhances the effectiveness of gamification in e-commerce.
For this thesis, a case study approach was used by combining a literature review with self-testing of the Temu application and a customer survey. The survey assessed consumers´ engagement with gamification tools, their purchase behaviour, and perception of AI-driven personalization. The analysis identified strong correlations between gamification engagement and increased purchase likelihood, confirming that interactive reward mechanisms, such as Spin-The-Wheel games and time-limited discounts, enhance user participation and increase spending levels.
The findings indicated that AI-driven gamification indeed contributes to Temu’s sales growth by leveraging monetary incentives, urgency-based strategies, and behaviourally adaptive engagement mechanics. Additionally, the results showed that personalization plays a crucial role in enhancing the effectiveness of gamification, as users who perceive Temu’s AI-powered personalization as positive are more likely to increase their participation and purchase frequency. Furthermore, financial incentives remain the strongest motivator for engagement, with discounts and coupon offers driving repeat interactions and unplanned purchases.
The case study concluded that AI-driven gamification is a key factor in shaping consumer behaviour, fostering brand loyalty, and increasing e-commerce profitability. These insights offer practical implications for online retailers, by emphasising the importance of customized gamification strategies to optimize sales performance and long-term customer engagement.
For this thesis, a case study approach was used by combining a literature review with self-testing of the Temu application and a customer survey. The survey assessed consumers´ engagement with gamification tools, their purchase behaviour, and perception of AI-driven personalization. The analysis identified strong correlations between gamification engagement and increased purchase likelihood, confirming that interactive reward mechanisms, such as Spin-The-Wheel games and time-limited discounts, enhance user participation and increase spending levels.
The findings indicated that AI-driven gamification indeed contributes to Temu’s sales growth by leveraging monetary incentives, urgency-based strategies, and behaviourally adaptive engagement mechanics. Additionally, the results showed that personalization plays a crucial role in enhancing the effectiveness of gamification, as users who perceive Temu’s AI-powered personalization as positive are more likely to increase their participation and purchase frequency. Furthermore, financial incentives remain the strongest motivator for engagement, with discounts and coupon offers driving repeat interactions and unplanned purchases.
The case study concluded that AI-driven gamification is a key factor in shaping consumer behaviour, fostering brand loyalty, and increasing e-commerce profitability. These insights offer practical implications for online retailers, by emphasising the importance of customized gamification strategies to optimize sales performance and long-term customer engagement.