이커머스 플랫폼 게이미피케이션의 사용자 경험 연구 - 테무 사례를 중심으로 -

Background Recently, e-commerce platforms have increasingly adopted gamification as a core strategy. In particular, China’s Temu became the most downloaded shopping app worldwide in 2024 by combining ultra-low pricing with aggressive gamification. Yet, academic research on what kinds of experiences gamification creates for users in e-commerce remains limited. To address this gap, this study conducts an exploratory analysis of user experiences with Temu and derives implications for service design and user experience improvement. Methods This study was conducted in three stages. First, a literature review clarified gamification concepts, applications, and the user journey framework. Second, user review data from Temu were collected and analyzed for sentiment. Third, focus group interviews with users were conducted to gain an in-depth understanding of their gamification experiences. Results Findings indicate that reviews related to gamification expressed more positive sentiments than general reviews, and user experiences were categorized into five themes: social connection, media-driven awareness, comparative expectation, initial immersion, and sustained and reinforced participation. Conclusion This study analyzed e-commerce gamification from the user journey perspective, confirming that effective design requires voluntary participation, prevention of initial disappointment, sustained engagement, and fatigue management. Despite its limitations, this study provides a foundation for future cross-platform and cross-cultural research.