International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 7 (July 2026), Pages: 190-200

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 Original Research Paper

Enhancing digital commerce: Impact of reputation, security, gamification, and transparency on consumer purchase intention and decisions

 Author(s): 

Myrzakhmetov Temirkhan 1, Usep Suhud 1, 2, Somnuk Aujirapongpan 3, *

 Affiliation(s):

1Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta 13220, Indonesia
2Faculty of Applied Social Sciences, Universiti Sultan Zainal Abidin, Terengganu 21300, Malaysia
3Faculty of Management Science, Silpakorn University, Phetchaburi 76120, Thailand

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0001-6275-9053

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.07.018

 Abstract

Digital commerce has evolved rapidly over the past five years. The COVID-19 pandemic accelerated this process, as restrictions forced people to shop online due to limited mobility. A similar situation arose for merchants, who increasingly transitioned to online formats, thereby reducing the role of traditional offline retail. In response, many online platforms have actively improved their services and mobile applications to make the shopping process more convenient and provide users with a safe and enjoyable online shopping experience. This study analyzes the influence of platform reputation, security, gamification, transparency, purchase intention, and purchase decision across popular e-commerce platforms, including Shopee, Tokopedia, and Blibli. The survey was administered online via Microsoft Forms to 205 Indonesian respondents as part of a cross-sectional study. The main results largely confirm the proposed research hypotheses, demonstrating that several factors play a significant role in shaping customer trust and influencing behavioral intentions. In particular, reputation, security, gamification, transparency, and enjoyment were found to be significant. Finally, this study provides practical implications for practitioners and policy implications for building efficient, effective, and user-friendly online platforms.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

E-commerce, Platform reputation, Perceived security, Gamification, Purchase intention

 Article history

Received 11 April 2026, Received in revised form 20 July 2026, Accepted 27 July 2026

 Acknowledgment

This article was funded by the Kemitraan Negara Berkembang (KNB) Scholarship from the Ministry of Higher Education, Sciences, and Technology of the Republic of Indonesia on behalf of the Government of Indonesia. This publication reflects the views of the authors, and the Ministry of Higher Education, Sciences, and Technology of the Republic of Indonesia cannot be held responsible for any use that may be made of the information contained herein. 

 Compliance with ethical standards

 Ethical considerations

The study was approved by the Institutional Review Board of Universitas Negeri Jakarta (No. 1262/UN39.14/PT.01.05/VIII/2026). Informed consent was obtained from all participants, and participation was voluntary. Participants were informed of their right to withdraw from the study at any time. All collected data were kept confidential and anonymous and were used solely for research purposes. The study was conducted in accordance with the ethical requirements of the approving institution. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Temirkhan M, Suhud U, and Aujirapongpan S (2026). Enhancing digital commerce: Impact of reputation, security, gamification, and transparency on consumer purchase intention and decisions. International Journal of Advanced and Applied Sciences, 13(7): 190-200

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