A Hybrid UTAUT2 Flow Model to Predict Gamification Adoption in Indonesian Social Commerce: The Moderating Roles of Age, Shopping Experience, and Social Commerce Intensity

This study evaluates a hybrid model integrating UTAUT2 and Flow Theory to predict gamification adoption in Indonesian social commerce, specifically on TikTok Shop and Shopee. Data were collected from 436 respondents, of which 265 valid responses were analysed using PLS-SEM. The results show that Performance Expectancy, Effort Expectancy, Hedonic Motivation, Habit, and Concentration significantly influence Behavioral Intention, while Habit and Behavioral Intention significantly predict Actual Use. The model explains 54.6% of the variance in Behavioral Intention and 54.2% in Actual Use. Facilitating Conditions, Price Value, and Perceived Control were not significant, and the moderating effects of Age, Shopping Experience, and Social Commerce Intensity were unsupported. These findings indicate that experiential absorption adds explanatory value beyond motivational constructs alone, suggesting that platforms should prioritise mechanics sustaining attention and habitual return over monetary reward.