00000ntmaa22000002i 4500 UP-8027390931312009418 Buklod 20260212110458.0 m|||||o||d|||||||| cr ||||||||||| 260212s2025 xx ab b ||| u eng UPVT-00020035105 UPTC rda eng LG 993.5 2025 M3 O73 Orapa, Bjay N. author. The influence of e-commerce gamification dynamics on user engagement among Gen Zs Bjay N. Orapa, Ma. Irene Joyce E. Ruday, Alexandra Mari M. Sablan ; Ma. Mariel May C. Obregon, adviser. Tacloban City Division of Management, University of the Philippines Tacloban College 2025. 81 leaves illustrations, some color, map 31 cm. text rdacontent unmediated rdacontent volume rdacarrier Undergraduate thesis (Bachelor of Science in Management) -- University of the Philippines, Tacloban. Includes bibliographical references. This research can be made available to the general public-YES. This research can be accessed only after consultation with the authors and research adviser-NO. This research can be accessed only by those bound by confidentiality-NO. This study explains the mediating role of needs satisfaction in influencing e-commerce gamification dynamics and user engagement among Generation Z individuals in Tacloban City. Using quantitative methods, an online survey composed of 45 items on a 5-point Likert scale was administered to Gen Z participants aged 18 to 28 who have interacted with gamified e-commerce platforms. Data analysis employed weighted mean calculations and a Simple Mediation Model to examine the direct and indirect effects of gamification dynamics, specifically rewards, competition, self-expression, and altruism, on user engagement outcomes, namely continued use intention and word-of-mouth (WOM) intention. Findings revealed that needs satisfaction, defined through competence, autonomy, and relatedness, partially mediates the relationship between gamification dynamics and user engagement. Results from the mediation analysis indicate a significant direct influence of gamification dynamics on user engagement, alongside a significant partial indirect influence mediated by needs satisfaction. This partial mediation confirms that while needs satisfaction is a relevant and significant factor in driving engagement with e-commerce gamification, it is not the sole mediator. The study highlights the critical role of psychological needs fulfillment in strengthening user engagement and suggests that other potential mediating variables may also contribute to this. These insights provide valuable implications for e-commerce platforms, game developers, and future studies aiming to enhance customer engagement through gamified experiences. E-commerce Gamification Tacloban City. Gamification dynamics. Game elements. Needs satisfaction. SDT theory. User engagement. Gen Zs. Rudas, Ma. Irene Joyce M. author. Sablan, Alexandra Mari M. author. Obregon, Ma. Mariel May C. adviser. Thesis FI UP UPTAC UPTAC LG 993.5 2025 M3 O73 Thesis