Leveling Up Loyalty: How Autonomy, Competence, and Relatedness Drive Engagement in Gamified Retail

Abstract

This study examines how autonomy, competence, and relatedness influence consumer engagement and loyalty in gamified retail platforms, using Self-Determination Theory and the S-O-R framework. Data from 423 students in Mumbai were analyzed using PLS-SEM. Results show that all three psychological needs significantly enhance consumer engagement, with competence having the strongest impact. Engagement strongly predicts loyalty highlighting its mediating role. The study offers insights into how marketers create engaging, loyalty-driven gamified experiences.