id	sid	tid	token	lemma	pos
easat-8241	1	1	edelweiss	edelweiss	PROPN
easat-8241	1	2	applied	apply	VERB
easat-8241	1	3	science	science	NOUN
easat-8241	1	4	and	and	CCONJ
easat-8241	1	5	technology	technology	NOUN
easat-8241	1	6	issn	issn	PROPN
easat-8241	1	7	:	:	PUNCT
easat-8241	1	8	2576	2576	NUM
easat-8241	1	9	-	-	SYM
easat-8241	1	10	8484	8484	NUM
easat-8241	1	11	vol	vol	NOUN
easat-8241	1	12	.	.	PROPN
easat-8241	2	1	9	9	NUM
easat-8241	2	2	,	,	PUNCT
easat-8241	2	3	no	no	INTJ
easat-8241	2	4	.	.	NOUN
easat-8241	2	5	6	6	NUM
easat-8241	2	6	,	,	PUNCT
easat-8241	2	7	1784	1784	NUM
easat-8241	2	8	-	-	SYM
easat-8241	2	9	1798	1798	NUM
easat-8241	2	10	2025	2025	NUM
easat-8241	2	11	publisher	publisher	NOUN
easat-8241	2	12	:	:	PUNCT
easat-8241	2	13	learning	learn	VERB
easat-8241	2	14	gate	gate	NOUN
easat-8241	2	15	doi	doi	PROPN
easat-8241	2	16	:	:	PUNCT
easat-8241	2	17	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	2	18	©	©	PROPN
easat-8241	2	19	2025	2025	NUM
easat-8241	2	20	by	by	ADP
easat-8241	2	21	the	the	DET
easat-8241	2	22	authors	author	NOUN
easat-8241	2	23	;	;	PUNCT
easat-8241	2	24	licensee	licensee	PROPN
easat-8241	2	25	learning	learning	NOUN
easat-8241	2	26	gate	gate	NOUN
easat-8241	3	1	©	©	PROPN
easat-8241	3	2	2025	2025	NUM
easat-8241	3	3	by	by	ADP
easat-8241	3	4	the	the	DET
easat-8241	3	5	authors	author	NOUN
easat-8241	3	6	;	;	PUNCT
easat-8241	3	7	licensee	licensee	PROPN
easat-8241	3	8	learning	learning	NOUN
easat-8241	3	9	gate	gate	NOUN
easat-8241	3	10	history	history	NOUN
easat-8241	3	11	:	:	PUNCT
easat-8241	3	12	received	receive	VERB
easat-8241	3	13	:	:	PUNCT
easat-8241	3	14	19	19	NUM
easat-8241	3	15	march	march	NOUN
easat-8241	3	16	2025	2025	NUM
easat-8241	3	17	;	;	PUNCT
easat-8241	3	18	revised	revise	VERB
easat-8241	3	19	:	:	PUNCT
easat-8241	3	20	20	20	NUM
easat-8241	3	21	may	may	PROPN
easat-8241	3	22	2025	2025	NUM
easat-8241	3	23	;	;	PUNCT
easat-8241	3	24	accepted	accept	VERB
easat-8241	3	25	:	:	PUNCT
easat-8241	3	26	23	23	NUM
easat-8241	3	27	may	may	PROPN
easat-8241	3	28	2025	2025	NUM
easat-8241	3	29	;	;	PUNCT
easat-8241	3	30	published	publish	VERB
easat-8241	3	31	:	:	PUNCT
easat-8241	3	32	20	20	NUM
easat-8241	3	33	june	june	PROPN
easat-8241	3	34	2025	2025	NUM
easat-8241	3	35	*	*	PUNCT
easat-8241	3	36	correspondence	correspondence	NOUN
easat-8241	3	37	:	:	PUNCT
easat-8241	3	38	suphicha.faa@gmail.com	suphicha.faa@gmail.com	X
easat-8241	4	1	the	the	DET
easat-8241	4	2	influence	influence	NOUN
easat-8241	4	3	of	of	ADP
easat-8241	4	4	gamification	gamification	NOUN
easat-8241	4	5	,	,	PUNCT
easat-8241	4	6	customer	customer	NOUN
easat-8241	4	7	experience	experience	NOUN
easat-8241	4	8	,	,	PUNCT
easat-8241	4	9	and	and	CCONJ
easat-8241	4	10	customer	customer	NOUN
easat-8241	4	11	engagement	engagement	NOUN
easat-8241	4	12	on	on	ADP
easat-8241	4	13	brand	brand	NOUN
easat-8241	4	14	equity	equity	NOUN
easat-8241	4	15	in	in	ADP
easat-8241	4	16	thai	thai	PROPN
easat-8241	4	17	e	e	NOUN
easat-8241	4	18	-	-	NOUN
easat-8241	4	19	marketplace	marketplace	NOUN
easat-8241	4	20	suphicha	suphicha	NOUN
easat-8241	4	21	tangsophon1	tangsophon1	PROPN
easat-8241	4	22	*	*	NOUN
easat-8241	4	23	,	,	PUNCT
easat-8241	4	24	theerakorn	theerakorn	ADJ
easat-8241	4	25	udomratanamanee2	udomratanamanee2	NOUN
easat-8241	4	26	,	,	PUNCT
easat-8241	4	27	watcharit	watcharit	VERB
easat-8241	4	28	siriudomset3	siriudomset3	ADJ
easat-8241	4	29	1dba	1dba	ADJ
easat-8241	4	30	student	student	NOUN
easat-8241	4	31	,	,	PUNCT
easat-8241	4	32	business	business	NOUN
easat-8241	4	33	school	school	NOUN
easat-8241	4	34	,	,	PUNCT
easat-8241	4	35	university	university	NOUN
easat-8241	4	36	of	of	ADP
easat-8241	4	37	the	the	DET
easat-8241	4	38	thai	thai	PROPN
easat-8241	4	39	chamber	chamber	PROPN
easat-8241	4	40	of	of	ADP
easat-8241	4	41	commerce	commerce	PROPN
easat-8241	4	42	,	,	PUNCT
easat-8241	4	43	thailand	thailand	PROPN
easat-8241	4	44	;	;	PUNCT
easat-8241	5	1	suphicha.faa@gmail.com	suphicha.faa@gmail.com	PROPN
easat-8241	5	2	(	(	PUNCT
easat-8241	5	3	s.t	s.t	PROPN
easat-8241	5	4	.	.	PROPN
easat-8241	5	5	)	)	PUNCT
easat-8241	5	6	.	.	PUNCT
easat-8241	6	1	2lecturer	2lecturer	NUM
easat-8241	6	2	,	,	PUNCT
easat-8241	6	3	business	business	NOUN
easat-8241	6	4	school	school	NOUN
easat-8241	6	5	,	,	PUNCT
easat-8241	6	6	university	university	NOUN
easat-8241	6	7	of	of	ADP
easat-8241	6	8	the	the	DET
easat-8241	6	9	thai	thai	PROPN
easat-8241	6	10	chamber	chamber	PROPN
easat-8241	6	11	of	of	ADP
easat-8241	6	12	commerce	commerce	PROPN
easat-8241	6	13	,	,	PUNCT
easat-8241	6	14	thailand	thailand	PROPN
easat-8241	6	15	.	.	PUNCT
easat-8241	7	1	3dba	3dba	NUM
easat-8241	7	2	student	student	NOUN
easat-8241	7	3	,	,	PUNCT
easat-8241	7	4	business	business	NOUN
easat-8241	7	5	school	school	NOUN
easat-8241	7	6	,	,	PUNCT
easat-8241	7	7	university	university	NOUN
easat-8241	7	8	of	of	ADP
easat-8241	7	9	the	the	DET
easat-8241	7	10	thai	thai	PROPN
easat-8241	7	11	chamber	chamber	PROPN
easat-8241	7	12	of	of	ADP
easat-8241	7	13	commerce	commerce	PROPN
easat-8241	7	14	,	,	PUNCT
easat-8241	7	15	thailand	thailand	PROPN
easat-8241	7	16	.	.	PUNCT
easat-8241	8	1	abstract	abstract	PROPN
easat-8241	8	2	:	:	PUNCT
easat-8241	8	3	this	this	DET
easat-8241	8	4	study	study	NOUN
easat-8241	8	5	explores	explore	VERB
easat-8241	8	6	the	the	DET
easat-8241	8	7	impact	impact	NOUN
easat-8241	8	8	of	of	ADP
easat-8241	8	9	gamification	gamification	NOUN
easat-8241	8	10	,	,	PUNCT
easat-8241	8	11	customer	customer	NOUN
easat-8241	8	12	experience	experience	NOUN
easat-8241	8	13	,	,	PUNCT
easat-8241	8	14	and	and	CCONJ
easat-8241	8	15	customer	customer	NOUN
easat-8241	8	16	engagement	engagement	NOUN
easat-8241	8	17	on	on	ADP
easat-8241	8	18	brand	brand	NOUN
easat-8241	8	19	equity	equity	NOUN
easat-8241	8	20	within	within	ADP
easat-8241	8	21	thai	thai	PROPN
easat-8241	8	22	e	e	PROPN
easat-8241	8	23	-	-	NOUN
easat-8241	8	24	marketplaces	marketplace	NOUN
easat-8241	8	25	,	,	PUNCT
easat-8241	8	26	focusing	focus	VERB
easat-8241	8	27	on	on	ADP
easat-8241	8	28	shopee	shopee	NOUN
easat-8241	8	29	and	and	CCONJ
easat-8241	8	30	lazada	lazada	NOUN
easat-8241	8	31	,	,	PUNCT
easat-8241	8	32	two	two	NUM
easat-8241	8	33	of	of	ADP
easat-8241	8	34	the	the	DET
easat-8241	8	35	largest	large	ADJ
easat-8241	8	36	online	online	ADJ
easat-8241	8	37	shopping	shopping	NOUN
easat-8241	8	38	platforms	platform	NOUN
easat-8241	8	39	in	in	ADP
easat-8241	8	40	thailand	thailand	PROPN
easat-8241	8	41	.	.	PUNCT
easat-8241	9	1	as	as	SCONJ
easat-8241	9	2	gamification	gamification	NOUN
easat-8241	9	3	becomes	becomes	AUX
easat-8241	9	4	increasingly	increasingly	ADV
easat-8241	9	5	integrated	integrate	VERB
easat-8241	9	6	into	into	ADP
easat-8241	9	7	digital	digital	ADJ
easat-8241	9	8	commerce	commerce	NOUN
easat-8241	9	9	strategies	strategy	NOUN
easat-8241	9	10	,	,	PUNCT
easat-8241	9	11	understanding	understand	VERB
easat-8241	9	12	its	its	PRON
easat-8241	9	13	influence	influence	NOUN
easat-8241	9	14	alongside	alongside	ADP
easat-8241	9	15	experiential	experiential	ADJ
easat-8241	9	16	and	and	CCONJ
easat-8241	9	17	behavioral	behavioral	ADJ
easat-8241	9	18	variables	variable	NOUN
easat-8241	9	19	is	be	AUX
easat-8241	9	20	essential	essential	ADJ
easat-8241	9	21	.	.	PUNCT
easat-8241	10	1	drawing	draw	VERB
easat-8241	10	2	from	from	ADP
easat-8241	10	3	theories	theory	NOUN
easat-8241	10	4	such	such	ADJ
easat-8241	10	5	as	as	ADP
easat-8241	10	6	self	self	NOUN
easat-8241	10	7	-	-	PUNCT
easat-8241	10	8	determination	determination	NOUN
easat-8241	10	9	theory	theory	NOUN
easat-8241	10	10	,	,	PUNCT
easat-8241	10	11	the	the	DET
easat-8241	10	12	theory	theory	NOUN
easat-8241	10	13	of	of	ADP
easat-8241	10	14	planned	plan	VERB
easat-8241	10	15	behavior	behavior	NOUN
easat-8241	10	16	,	,	PUNCT
easat-8241	10	17	and	and	CCONJ
easat-8241	10	18	the	the	DET
easat-8241	10	19	customer	customer	NOUN
easat-8241	10	20	-	-	PUNCT
easat-8241	10	21	based	base	VERB
easat-8241	10	22	brand	brand	NOUN
easat-8241	10	23	equity	equity	NOUN
easat-8241	10	24	model	model	NOUN
easat-8241	10	25	.	.	PUNCT
easat-8241	11	1	the	the	DET
easat-8241	11	2	study	study	NOUN
easat-8241	11	3	employed	employ	VERB
easat-8241	11	4	a	a	DET
easat-8241	11	5	quantitative	quantitative	ADJ
easat-8241	11	6	research	research	NOUN
easat-8241	11	7	design	design	NOUN
easat-8241	11	8	and	and	CCONJ
easat-8241	11	9	surveyed	survey	VERB
easat-8241	11	10	498	498	NUM
easat-8241	11	11	adult	adult	NOUN
easat-8241	11	12	consumers	consumer	NOUN
easat-8241	11	13	in	in	ADP
easat-8241	11	14	bangkok	bangkok	PROPN
easat-8241	11	15	who	who	PRON
easat-8241	11	16	had	have	AUX
easat-8241	11	17	recently	recently	ADV
easat-8241	11	18	used	use	VERB
easat-8241	11	19	shopee	shopee	NOUN
easat-8241	11	20	or	or	CCONJ
easat-8241	11	21	lazada	lazada	NOUN
easat-8241	11	22	.	.	PUNCT
easat-8241	12	1	multiple	multiple	ADJ
easat-8241	12	2	regression	regression	NOUN
easat-8241	12	3	analysis	analysis	NOUN
easat-8241	12	4	revealed	reveal	VERB
easat-8241	12	5	that	that	SCONJ
easat-8241	12	6	customer	customer	NOUN
easat-8241	12	7	experience	experience	NOUN
easat-8241	12	8	and	and	CCONJ
easat-8241	12	9	customer	customer	NOUN
easat-8241	12	10	engagement	engagement	NOUN
easat-8241	12	11	significantly	significantly	ADV
easat-8241	12	12	and	and	CCONJ
easat-8241	12	13	positively	positively	ADV
easat-8241	12	14	influenced	influence	VERB
easat-8241	12	15	brand	brand	NOUN
easat-8241	12	16	equity	equity	NOUN
easat-8241	12	17	.	.	PUNCT
easat-8241	13	1	however	however	ADV
easat-8241	13	2	,	,	PUNCT
easat-8241	13	3	gamification	gamification	PROPN
easat-8241	13	4	showed	show	VERB
easat-8241	13	5	a	a	DET
easat-8241	13	6	non	non	ADJ
easat-8241	13	7	-	-	ADJ
easat-8241	13	8	significant	significant	ADJ
easat-8241	13	9	negative	negative	ADJ
easat-8241	13	10	relationship	relationship	NOUN
easat-8241	13	11	with	with	ADP
easat-8241	13	12	brand	brand	NOUN
easat-8241	13	13	equity	equity	NOUN
easat-8241	13	14	,	,	PUNCT
easat-8241	13	15	suggesting	suggest	VERB
easat-8241	13	16	that	that	SCONJ
easat-8241	13	17	gamified	gamifie	VERB
easat-8241	13	18	features	feature	NOUN
easat-8241	13	19	alone	alone	ADV
easat-8241	13	20	may	may	AUX
easat-8241	13	21	not	not	PART
easat-8241	13	22	enhance	enhance	VERB
easat-8241	13	23	brand	brand	NOUN
easat-8241	13	24	value	value	NOUN
easat-8241	13	25	in	in	ADP
easat-8241	13	26	this	this	DET
easat-8241	13	27	context	context	NOUN
easat-8241	13	28	.	.	PUNCT
easat-8241	14	1	the	the	DET
easat-8241	14	2	findings	finding	NOUN
easat-8241	14	3	demonstrate	demonstrate	VERB
easat-8241	14	4	the	the	DET
easat-8241	14	5	need	need	NOUN
easat-8241	14	6	for	for	ADP
easat-8241	14	7	customer	customer	NOUN
easat-8241	14	8	-	-	PUNCT
easat-8241	14	9	centric	centric	NOUN
easat-8241	14	10	strategies	strategy	NOUN
easat-8241	14	11	in	in	ADP
easat-8241	14	12	digital	digital	ADJ
easat-8241	14	13	retail	retail	ADJ
easat-8241	14	14	environments	environment	NOUN
easat-8241	14	15	.	.	PUNCT
easat-8241	15	1	while	while	SCONJ
easat-8241	15	2	gamification	gamification	NOUN
easat-8241	15	3	can	can	AUX
easat-8241	15	4	increase	increase	VERB
easat-8241	15	5	interaction	interaction	NOUN
easat-8241	15	6	,	,	PUNCT
easat-8241	15	7	its	its	PRON
easat-8241	15	8	role	role	NOUN
easat-8241	15	9	may	may	AUX
easat-8241	15	10	be	be	AUX
easat-8241	15	11	more	more	ADV
easat-8241	15	12	effective	effective	ADJ
easat-8241	15	13	when	when	SCONJ
easat-8241	15	14	aligned	align	VERB
easat-8241	15	15	with	with	ADP
easat-8241	15	16	broader	broad	ADJ
easat-8241	15	17	experiential	experiential	ADJ
easat-8241	15	18	and	and	CCONJ
easat-8241	15	19	engagement	engagement	NOUN
easat-8241	15	20	goals	goal	NOUN
easat-8241	15	21	.	.	PUNCT
easat-8241	16	1	the	the	DET
easat-8241	16	2	study	study	NOUN
easat-8241	16	3	offers	offer	VERB
easat-8241	16	4	practical	practical	ADJ
easat-8241	16	5	implications	implication	NOUN
easat-8241	16	6	for	for	ADP
easat-8241	16	7	digital	digital	ADJ
easat-8241	16	8	marketers	marketer	NOUN
easat-8241	16	9	and	and	CCONJ
easat-8241	16	10	e	e	NOUN
easat-8241	16	11	-	-	NOUN
easat-8241	16	12	commerce	commerce	NOUN
easat-8241	16	13	platform	platform	NOUN
easat-8241	16	14	managers	manager	NOUN
easat-8241	16	15	,	,	PUNCT
easat-8241	16	16	particularly	particularly	ADV
easat-8241	16	17	in	in	ADP
easat-8241	16	18	leveraging	leverage	VERB
easat-8241	16	19	experience	experience	NOUN
easat-8241	16	20	design	design	NOUN
easat-8241	16	21	and	and	CCONJ
easat-8241	16	22	engagement	engagement	NOUN
easat-8241	16	23	tactics	tactic	NOUN
easat-8241	16	24	to	to	PART
easat-8241	16	25	strengthen	strengthen	VERB
easat-8241	16	26	brand	brand	NOUN
easat-8241	16	27	equity	equity	NOUN
easat-8241	16	28	.	.	PUNCT
easat-8241	17	1	keywords	keyword	NOUN
easat-8241	17	2	:	:	PUNCT
easat-8241	17	3	brand	brand	NOUN
easat-8241	17	4	equity	equity	NOUN
easat-8241	17	5	,	,	PUNCT
easat-8241	17	6	customer	customer	NOUN
easat-8241	17	7	engagement	engagement	NOUN
easat-8241	17	8	and	and	CCONJ
easat-8241	17	9	e	e	NOUN
easat-8241	17	10	-	-	NOUN
easat-8241	17	11	commerce	commerce	NOUN
easat-8241	17	12	,	,	PUNCT
easat-8241	17	13	customer	customer	NOUN
easat-8241	17	14	experience	experience	NOUN
easat-8241	17	15	,	,	PUNCT
easat-8241	17	16	gamification	gamification	NOUN
easat-8241	17	17	.	.	PUNCT
easat-8241	18	1	1	1	X
easat-8241	18	2	.	.	X
easat-8241	18	3	introduction	introduction	NOUN
easat-8241	18	4	gamification	gamification	NOUN
easat-8241	18	5	,	,	PUNCT
easat-8241	18	6	the	the	DET
easat-8241	18	7	incorporation	incorporation	NOUN
easat-8241	18	8	of	of	ADP
easat-8241	18	9	game	game	NOUN
easat-8241	18	10	design	design	NOUN
easat-8241	18	11	features	feature	NOUN
easat-8241	18	12	into	into	ADP
easat-8241	18	13	non	non	ADJ
easat-8241	18	14	-	-	ADJ
easat-8241	18	15	game	game	ADJ
easat-8241	18	16	contexts	contexts	NOUN
easat-8241	18	17	,	,	PUNCT
easat-8241	18	18	has	have	AUX
easat-8241	18	19	emerged	emerge	VERB
easat-8241	18	20	as	as	ADP
easat-8241	18	21	an	an	DET
easat-8241	18	22	effective	effective	ADJ
easat-8241	18	23	tactic	tactic	NOUN
easat-8241	18	24	across	across	ADP
easat-8241	18	25	various	various	ADJ
easat-8241	18	26	industries	industry	NOUN
easat-8241	18	27	,	,	PUNCT
easat-8241	18	28	particularly	particularly	ADV
easat-8241	18	29	in	in	ADP
easat-8241	18	30	e	e	NOUN
easat-8241	18	31	-	-	NOUN
easat-8241	18	32	commerce	commerce	NOUN
easat-8241	18	33	,	,	PUNCT
easat-8241	18	34	to	to	PART
easat-8241	18	35	improve	improve	VERB
easat-8241	18	36	customer	customer	NOUN
easat-8241	18	37	engagement	engagement	NOUN
easat-8241	18	38	and	and	CCONJ
easat-8241	18	39	satisfaction	satisfaction	NOUN
easat-8241	18	40	[	[	X
easat-8241	18	41	1	1	NUM
easat-8241	18	42	,	,	PUNCT
easat-8241	18	43	2	2	NUM
easat-8241	18	44	]	]	PUNCT
easat-8241	18	45	.	.	PUNCT
easat-8241	19	1	with	with	SCONJ
easat-8241	19	2	the	the	DET
easat-8241	19	3	global	global	PROPN
easat-8241	19	4	gamification	gamification	PROPN
easat-8241	19	5	market	market	NOUN
easat-8241	19	6	projected	project	VERB
easat-8241	19	7	to	to	PART
easat-8241	19	8	exceed	exceed	VERB
easat-8241	19	9	usd	usd	NOUN
easat-8241	19	10	58	58	NUM
easat-8241	19	11	billion	billion	NUM
easat-8241	19	12	by	by	ADP
easat-8241	19	13	2028	2028	NUM
easat-8241	20	1	[	[	X
easat-8241	20	2	3	3	NUM
easat-8241	20	3	]	]	PUNCT
easat-8241	20	4	and	and	CCONJ
easat-8241	20	5	the	the	DET
easat-8241	20	6	e	e	PROPN
easat-8241	20	7	-	-	NOUN
easat-8241	20	8	commerce	commerce	NOUN
easat-8241	20	9	market	market	NOUN
easat-8241	20	10	set	set	VERB
easat-8241	20	11	to	to	PART
easat-8241	20	12	surpass	surpass	VERB
easat-8241	20	13	usd	usd	NOUN
easat-8241	20	14	6.3	6.3	NUM
easat-8241	20	15	trillion	trillion	NUM
easat-8241	20	16	by	by	ADP
easat-8241	20	17	2024	2024	NUM
easat-8241	21	1	[	[	X
easat-8241	21	2	4	4	NUM
easat-8241	21	3	]	]	PUNCT
easat-8241	21	4	,	,	PUNCT
easat-8241	21	5	gamified	gamifie	VERB
easat-8241	21	6	experiences	experience	NOUN
easat-8241	21	7	are	be	AUX
easat-8241	21	8	increasingly	increasingly	ADV
easat-8241	21	9	central	central	ADJ
easat-8241	21	10	to	to	ADP
easat-8241	21	11	digital	digital	ADJ
easat-8241	21	12	consumer	consumer	NOUN
easat-8241	21	13	journeys	journey	NOUN
easat-8241	21	14	.	.	PUNCT
easat-8241	22	1	e	e	X
easat-8241	22	2	-	-	NOUN
easat-8241	22	3	commerce	commerce	NOUN
easat-8241	22	4	platforms	platform	NOUN
easat-8241	22	5	use	use	VERB
easat-8241	22	6	elements	element	NOUN
easat-8241	22	7	such	such	ADJ
easat-8241	22	8	as	as	ADP
easat-8241	22	9	points	point	NOUN
easat-8241	22	10	,	,	PUNCT
easat-8241	22	11	badges	badge	NOUN
easat-8241	22	12	,	,	PUNCT
easat-8241	22	13	rewards	reward	NOUN
easat-8241	22	14	,	,	PUNCT
easat-8241	22	15	and	and	CCONJ
easat-8241	22	16	interactive	interactive	ADJ
easat-8241	22	17	games	game	NOUN
easat-8241	22	18	to	to	PART
easat-8241	22	19	motivate	motivate	VERB
easat-8241	22	20	behaviors	behavior	NOUN
easat-8241	22	21	and	and	CCONJ
easat-8241	22	22	fulfil	fulfil	NOUN
easat-8241	22	23	psychological	psychological	ADJ
easat-8241	22	24	needs	need	NOUN
easat-8241	22	25	like	like	ADP
easat-8241	22	26	autonomy	autonomy	NOUN
easat-8241	22	27	and	and	CCONJ
easat-8241	22	28	achievement	achievement	NOUN
easat-8241	23	1	[	[	X
easat-8241	23	2	5	5	NUM
easat-8241	23	3	,	,	PUNCT
easat-8241	23	4	6	6	NUM
easat-8241	23	5	]	]	PUNCT
easat-8241	23	6	.	.	PUNCT
easat-8241	24	1	these	these	DET
easat-8241	24	2	strategies	strategy	NOUN
easat-8241	24	3	not	not	PART
easat-8241	24	4	only	only	ADV
easat-8241	24	5	enhance	enhance	VERB
easat-8241	24	6	user	user	NOUN
easat-8241	24	7	experience	experience	NOUN
easat-8241	24	8	but	but	CCONJ
easat-8241	24	9	also	also	ADV
easat-8241	24	10	influence	influence	NOUN
easat-8241	24	11	purchase	purchase	NOUN
easat-8241	24	12	intention	intention	NOUN
easat-8241	24	13	,	,	PUNCT
easat-8241	24	14	platform	platform	NOUN
easat-8241	24	15	trust	trust	NOUN
easat-8241	24	16	,	,	PUNCT
easat-8241	24	17	and	and	CCONJ
easat-8241	24	18	brand	brand	NOUN
easat-8241	24	19	loyalty	loyalty	NOUN
easat-8241	24	20	[	[	X
easat-8241	24	21	7	7	NUM
easat-8241	24	22	,	,	PUNCT
easat-8241	24	23	8	8	NUM
easat-8241	24	24	]	]	PUNCT
easat-8241	24	25	.	.	PUNCT
easat-8241	25	1	in	in	ADP
easat-8241	25	2	thailand	thailand	PROPN
easat-8241	25	3	,	,	PUNCT
easat-8241	25	4	shopee	shopee	PROPN
easat-8241	25	5	and	and	CCONJ
easat-8241	25	6	lazada	lazada	NOUN
easat-8241	25	7	have	have	AUX
easat-8241	25	8	heavily	heavily	ADV
easat-8241	25	9	adopted	adopt	VERB
easat-8241	25	10	gamification	gamification	NOUN
easat-8241	25	11	as	as	ADP
easat-8241	25	12	part	part	NOUN
easat-8241	25	13	of	of	ADP
easat-8241	25	14	their	their	PRON
easat-8241	25	15	growth	growth	NOUN
easat-8241	25	16	strategies	strategy	NOUN
easat-8241	25	17	,	,	PUNCT
easat-8241	25	18	incorporating	incorporate	VERB
easat-8241	25	19	features	feature	NOUN
easat-8241	25	20	like	like	ADP
easat-8241	25	21	“	"	PUNCT
easat-8241	25	22	spin	spin	VERB
easat-8241	25	23	&	&	CCONJ
easat-8241	25	24	win	win	PROPN
easat-8241	25	25	”	"	PUNCT
easat-8241	25	26	and	and	CCONJ
easat-8241	25	27	“	"	PUNCT
easat-8241	25	28	slash	slash	VERB
easat-8241	25	29	it	it	PRON
easat-8241	25	30	”	"	PUNCT
easat-8241	25	31	to	to	PART
easat-8241	25	32	retain	retain	VERB
easat-8241	25	33	users	user	NOUN
easat-8241	25	34	and	and	CCONJ
easat-8241	25	35	build	build	VERB
easat-8241	25	36	brand	brand	NOUN
easat-8241	25	37	equity	equity	NOUN
easat-8241	25	38	[	[	X
easat-8241	25	39	9	9	NUM
easat-8241	25	40	]	]	PUNCT
easat-8241	25	41	.	.	PUNCT
easat-8241	26	1	however	however	ADV
easat-8241	26	2	,	,	PUNCT
easat-8241	26	3	academic	academic	ADJ
easat-8241	26	4	research	research	NOUN
easat-8241	26	5	on	on	ADP
easat-8241	26	6	how	how	SCONJ
easat-8241	26	7	gamification	gamification	NOUN
easat-8241	26	8	affects	affect	VERB
easat-8241	26	9	customer	customer	NOUN
easat-8241	26	10	experience	experience	NOUN
easat-8241	26	11	,	,	PUNCT
easat-8241	26	12	engagement	engagement	NOUN
easat-8241	26	13	,	,	PUNCT
easat-8241	26	14	and	and	CCONJ
easat-8241	26	15	brand	brand	NOUN
easat-8241	26	16	equity	equity	NOUN
easat-8241	26	17	in	in	ADP
easat-8241	26	18	the	the	DET
easat-8241	26	19	thai	thai	PROPN
easat-8241	26	20	e	e	NOUN
easat-8241	26	21	-	-	NOUN
easat-8241	26	22	marketplace	marketplace	NOUN
easat-8241	26	23	remains	remain	VERB
easat-8241	26	24	limited	limited	ADJ
easat-8241	26	25	.	.	PUNCT
easat-8241	27	1	1.1	1.1	NUM
easat-8241	27	2	.	.	PUNCT
easat-8241	28	1	research	research	NOUN
easat-8241	28	2	backgrounds	backgrounds	PROPN
easat-8241	28	3	thailand	thailand	PROPN
easat-8241	28	4	’s	’s	PART
easat-8241	28	5	e	e	PROPN
easat-8241	28	6	-	-	NOUN
easat-8241	28	7	commerce	commerce	NOUN
easat-8241	28	8	sector	sector	NOUN
easat-8241	28	9	has	have	AUX
easat-8241	28	10	seen	see	VERB
easat-8241	28	11	rapid	rapid	ADJ
easat-8241	28	12	growth	growth	NOUN
easat-8241	28	13	recently	recently	ADV
easat-8241	28	14	,	,	PUNCT
easat-8241	28	15	especially	especially	ADV
easat-8241	28	16	during	during	ADP
easat-8241	28	17	and	and	CCONJ
easat-8241	28	18	after	after	ADP
easat-8241	28	19	the	the	DET
easat-8241	28	20	covid-19	covid-19	PROPN
easat-8241	28	21	pandemic	pandemic	NOUN
easat-8241	28	22	,	,	PUNCT
easat-8241	28	23	which	which	PRON
easat-8241	28	24	accelerated	accelerate	VERB
easat-8241	28	25	consumers	consumer	NOUN
easat-8241	28	26	’	'	PUNCT
easat-8241	28	27	shift	shift	NOUN
easat-8241	28	28	to	to	ADP
easat-8241	28	29	online	online	ADJ
easat-8241	28	30	shopping	shopping	NOUN
easat-8241	29	1	[	[	X
easat-8241	29	2	10	10	NUM
easat-8241	29	3	,	,	PUNCT
easat-8241	29	4	11	11	NUM
easat-8241	29	5	]	]	PUNCT
easat-8241	29	6	.	.	PUNCT
easat-8241	30	1	despite	despite	SCONJ
easat-8241	30	2	this	this	DET
easat-8241	30	3	boom	boom	NOUN
easat-8241	30	4	,	,	PUNCT
easat-8241	30	5	some	some	DET
easat-8241	30	6	potential	potential	ADJ
easat-8241	30	7	users	user	NOUN
easat-8241	30	8	particularly	particularly	ADV
easat-8241	30	9	from	from	ADP
easat-8241	30	10	older	old	ADJ
easat-8241	30	11	age	age	NOUN
easat-8241	30	12	groups	group	NOUN
easat-8241	30	13	remain	remain	VERB
easat-8241	30	14	hesitant	hesitant	ADJ
easat-8241	30	15	due	due	ADP
easat-8241	30	16	to	to	ADP
easat-8241	30	17	unfamiliarity	unfamiliarity	NOUN
easat-8241	30	18	with	with	ADP
easat-8241	30	19	1785	1785	NUM
easat-8241	30	20	edelweiss	edelweiss	PROPN
easat-8241	30	21	applied	apply	VERB
easat-8241	30	22	science	science	NOUN
easat-8241	30	23	and	and	CCONJ
easat-8241	30	24	technology	technology	NOUN
easat-8241	30	25	issn	issn	PROPN
easat-8241	30	26	:	:	PUNCT
easat-8241	30	27	2576	2576	NUM
easat-8241	30	28	-	-	SYM
easat-8241	30	29	8484	8484	NUM
easat-8241	30	30	vol	vol	NOUN
easat-8241	30	31	.	.	PROPN
easat-8241	31	1	9	9	NUM
easat-8241	31	2	,	,	PUNCT
easat-8241	31	3	no	no	INTJ
easat-8241	31	4	.	.	NOUN
easat-8241	31	5	6	6	NUM
easat-8241	31	6	:	:	SYM
easat-8241	31	7	1784	1784	NUM
easat-8241	31	8	-	-	SYM
easat-8241	31	9	1798	1798	NUM
easat-8241	31	10	,	,	PUNCT
easat-8241	31	11	2025	2025	NUM
easat-8241	31	12	doi	doi	NOUN
easat-8241	31	13	:	:	PUNCT
easat-8241	31	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	31	15	©	©	PROPN
easat-8241	31	16	2025	2025	NUM
easat-8241	31	17	by	by	ADP
easat-8241	31	18	the	the	DET
easat-8241	31	19	authors	author	NOUN
easat-8241	31	20	;	;	PUNCT
easat-8241	31	21	licensee	licensee	PROPN
easat-8241	31	22	learning	learning	NOUN
easat-8241	31	23	gate	gate	VERB
easat-8241	31	24	digital	digital	PROPN
easat-8241	31	25	platforms	platform	NOUN
easat-8241	32	1	[	[	X
easat-8241	32	2	12	12	NUM
easat-8241	32	3	]	]	PUNCT
easat-8241	32	4	.	.	PUNCT
easat-8241	33	1	leading	lead	VERB
easat-8241	33	2	players	player	NOUN
easat-8241	33	3	like	like	ADP
easat-8241	33	4	shopee	shopee	NOUN
easat-8241	33	5	and	and	CCONJ
easat-8241	33	6	lazada	lazada	NOUN
easat-8241	33	7	dominate	dominate	VERB
easat-8241	33	8	the	the	DET
easat-8241	33	9	market	market	NOUN
easat-8241	33	10	,	,	PUNCT
easat-8241	33	11	with	with	ADP
easat-8241	33	12	a	a	DET
easat-8241	33	13	combined	combine	VERB
easat-8241	33	14	monthly	monthly	ADJ
easat-8241	33	15	web	web	NOUN
easat-8241	33	16	traffic	traffic	NOUN
easat-8241	33	17	exceeding	exceed	VERB
easat-8241	33	18	80	80	NUM
easat-8241	33	19	million	million	NUM
easat-8241	33	20	visits	visit	NOUN
easat-8241	33	21	[	[	X
easat-8241	33	22	13	13	NUM
easat-8241	33	23	]	]	PUNCT
easat-8241	33	24	.	.	PUNCT
easat-8241	34	1	young	young	ADJ
easat-8241	34	2	adults	adult	NOUN
easat-8241	34	3	aged	age	VERB
easat-8241	34	4	25–34	25–34	NUM
easat-8241	34	5	make	make	VERB
easat-8241	34	6	up	up	ADP
easat-8241	34	7	nearly	nearly	ADV
easat-8241	34	8	half	half	NOUN
easat-8241	34	9	of	of	ADP
easat-8241	34	10	their	their	PRON
easat-8241	34	11	user	user	NOUN
easat-8241	34	12	base	base	NOUN
easat-8241	34	13	,	,	PUNCT
easat-8241	34	14	showing	show	VERB
easat-8241	34	15	strong	strong	ADJ
easat-8241	34	16	adoption	adoption	NOUN
easat-8241	34	17	among	among	ADP
easat-8241	34	18	younger	young	ADJ
easat-8241	34	19	consumers	consumer	NOUN
easat-8241	34	20	and	and	CCONJ
easat-8241	34	21	growth	growth	NOUN
easat-8241	34	22	potential	potential	NOUN
easat-8241	34	23	among	among	ADP
easat-8241	34	24	others	other	NOUN
easat-8241	34	25	[	[	X
easat-8241	34	26	14	14	NUM
easat-8241	34	27	]	]	PUNCT
easat-8241	34	28	.	.	PUNCT
easat-8241	35	1	to	to	PART
easat-8241	35	2	increase	increase	VERB
easat-8241	35	3	engagement	engagement	NOUN
easat-8241	35	4	,	,	PUNCT
easat-8241	35	5	many	many	ADJ
easat-8241	35	6	e	e	NOUN
easat-8241	35	7	-	-	NOUN
easat-8241	35	8	marketplaces	marketplace	NOUN
easat-8241	35	9	have	have	AUX
easat-8241	35	10	turned	turn	VERB
easat-8241	35	11	to	to	PART
easat-8241	35	12	gamification	gamification	VERB
easat-8241	35	13	the	the	DET
easat-8241	35	14	use	use	NOUN
easat-8241	35	15	of	of	ADP
easat-8241	35	16	game	game	NOUN
easat-8241	35	17	design	design	NOUN
easat-8241	35	18	elements	element	NOUN
easat-8241	35	19	like	like	ADP
easat-8241	35	20	points	point	NOUN
easat-8241	35	21	,	,	PUNCT
easat-8241	35	22	badges	badge	NOUN
easat-8241	35	23	,	,	PUNCT
easat-8241	35	24	and	and	CCONJ
easat-8241	35	25	leaderboards	leaderboard	NOUN
easat-8241	35	26	in	in	ADP
easat-8241	35	27	non	non	ADJ
easat-8241	35	28	-	-	ADJ
easat-8241	35	29	game	game	ADJ
easat-8241	35	30	settings	setting	NOUN
easat-8241	35	31	.	.	PUNCT
easat-8241	36	1	gamification	gamification	NOUN
easat-8241	36	2	has	have	AUX
easat-8241	36	3	been	be	AUX
easat-8241	36	4	shown	show	VERB
easat-8241	36	5	to	to	PART
easat-8241	36	6	enhance	enhance	VERB
easat-8241	36	7	user	user	NOUN
easat-8241	36	8	experience	experience	NOUN
easat-8241	36	9	,	,	PUNCT
easat-8241	36	10	satisfaction	satisfaction	NOUN
easat-8241	36	11	,	,	PUNCT
easat-8241	36	12	and	and	CCONJ
easat-8241	36	13	platform	platform	NOUN
easat-8241	36	14	loyalty	loyalty	NOUN
easat-8241	36	15	[	[	X
easat-8241	36	16	15	15	NUM
easat-8241	36	17	]	]	PUNCT
easat-8241	36	18	yet	yet	CCONJ
easat-8241	36	19	its	its	PRON
easat-8241	36	20	relationship	relationship	NOUN
easat-8241	36	21	with	with	ADP
easat-8241	36	22	brand	brand	NOUN
easat-8241	36	23	equity	equity	NOUN
easat-8241	36	24	in	in	ADP
easat-8241	36	25	the	the	DET
easat-8241	36	26	thai	thai	PROPN
easat-8241	36	27	e	e	PROPN
easat-8241	36	28	-	-	PROPN
easat-8241	36	29	commerce	commerce	NOUN
easat-8241	36	30	context	context	NOUN
easat-8241	36	31	remains	remain	VERB
easat-8241	36	32	underexplored	underexplored	ADJ
easat-8241	36	33	.	.	PUNCT
easat-8241	37	1	brand	brand	NOUN
easat-8241	37	2	equity	equity	NOUN
easat-8241	37	3	comprising	comprising	NOUN
easat-8241	37	4	brand	brand	NOUN
easat-8241	37	5	awareness	awareness	NOUN
easat-8241	37	6	,	,	PUNCT
easat-8241	37	7	loyalty	loyalty	NOUN
easat-8241	37	8	,	,	PUNCT
easat-8241	37	9	associations	association	NOUN
easat-8241	37	10	,	,	PUNCT
easat-8241	37	11	and	and	CCONJ
easat-8241	37	12	perceived	perceive	VERB
easat-8241	37	13	quality	quality	NOUN
easat-8241	38	1	[	[	X
easat-8241	38	2	16	16	NUM
easat-8241	38	3	]	]	PUNCT
easat-8241	38	4	is	be	AUX
easat-8241	38	5	essential	essential	ADJ
easat-8241	38	6	for	for	ADP
easat-8241	38	7	competitive	competitive	ADJ
easat-8241	38	8	success	success	NOUN
easat-8241	38	9	.	.	PUNCT
easat-8241	39	1	research	research	NOUN
easat-8241	39	2	suggests	suggest	VERB
easat-8241	39	3	that	that	SCONJ
easat-8241	39	4	gamification	gamification	NOUN
easat-8241	39	5	can	can	AUX
easat-8241	39	6	foster	foster	VERB
easat-8241	39	7	customer	customer	NOUN
easat-8241	39	8	engagement	engagement	NOUN
easat-8241	39	9	,	,	PUNCT
easat-8241	39	10	which	which	PRON
easat-8241	39	11	in	in	ADP
easat-8241	39	12	turn	turn	NOUN
easat-8241	39	13	may	may	AUX
easat-8241	39	14	enhance	enhance	VERB
easat-8241	39	15	brand	brand	NOUN
easat-8241	39	16	equity	equity	NOUN
easat-8241	40	1	[	[	X
easat-8241	40	2	17	17	NUM
easat-8241	40	3	,	,	PUNCT
easat-8241	40	4	18	18	NUM
easat-8241	40	5	]	]	PUNCT
easat-8241	40	6	.	.	PUNCT
easat-8241	41	1	however	however	ADV
easat-8241	41	2	,	,	PUNCT
easat-8241	41	3	more	more	ADV
easat-8241	41	4	empirical	empirical	ADJ
easat-8241	41	5	evidence	evidence	NOUN
easat-8241	41	6	is	be	AUX
easat-8241	41	7	needed	need	VERB
easat-8241	41	8	,	,	PUNCT
easat-8241	41	9	particularly	particularly	ADV
easat-8241	41	10	on	on	ADP
easat-8241	41	11	how	how	SCONJ
easat-8241	41	12	customer	customer	NOUN
easat-8241	41	13	experience	experience	NOUN
easat-8241	41	14	and	and	CCONJ
easat-8241	41	15	engagement	engagement	NOUN
easat-8241	41	16	relate	relate	VERB
easat-8241	41	17	to	to	ADP
easat-8241	41	18	brand	brand	NOUN
easat-8241	41	19	equity	equity	NOUN
easat-8241	41	20	in	in	ADP
easat-8241	41	21	the	the	DET
easat-8241	41	22	thai	thai	ADJ
easat-8241	41	23	market	market	NOUN
easat-8241	41	24	.	.	PUNCT
easat-8241	42	1	1.2	1.2	NUM
easat-8241	42	2	.	.	X
easat-8241	42	3	objective	objective	NOUN
easat-8241	42	4	of	of	ADP
easat-8241	42	5	the	the	DET
easat-8241	42	6	study	study	NOUN
easat-8241	42	7	•	•	ADP
easat-8241	42	8	to	to	PART
easat-8241	42	9	examine	examine	VERB
easat-8241	42	10	the	the	DET
easat-8241	42	11	impact	impact	NOUN
easat-8241	42	12	of	of	ADP
easat-8241	42	13	customer	customer	NOUN
easat-8241	42	14	experience	experience	NOUN
easat-8241	42	15	on	on	ADP
easat-8241	42	16	the	the	DET
easat-8241	42	17	development	development	NOUN
easat-8241	42	18	of	of	ADP
easat-8241	42	19	brand	brand	NOUN
easat-8241	42	20	equity	equity	NOUN
easat-8241	42	21	in	in	ADP
easat-8241	42	22	the	the	DET
easat-8241	42	23	emarketplace	emarketplace	NOUN
easat-8241	42	24	context	context	NOUN
easat-8241	42	25	.	.	PUNCT
easat-8241	43	1	•	•	INTJ
easat-8241	43	2	to	to	PART
easat-8241	43	3	investigate	investigate	VERB
easat-8241	43	4	the	the	DET
easat-8241	43	5	role	role	NOUN
easat-8241	43	6	of	of	ADP
easat-8241	43	7	gamification	gamification	NOUN
easat-8241	43	8	in	in	ADP
easat-8241	43	9	shaping	shape	VERB
easat-8241	43	10	consumer	consumer	NOUN
easat-8241	43	11	perceptions	perception	NOUN
easat-8241	43	12	and	and	CCONJ
easat-8241	43	13	enhancing	enhance	VERB
easat-8241	43	14	brand	brand	NOUN
easat-8241	43	15	equity	equity	NOUN
easat-8241	43	16	.	.	PUNCT
easat-8241	44	1	•	•	NUM
easat-8241	44	2	to	to	PART
easat-8241	44	3	evaluate	evaluate	VERB
easat-8241	44	4	the	the	DET
easat-8241	44	5	impact	impact	NOUN
easat-8241	44	6	of	of	ADP
easat-8241	44	7	consumer	consumer	NOUN
easat-8241	44	8	engagement	engagement	NOUN
easat-8241	44	9	on	on	ADP
easat-8241	44	10	enhancing	enhance	VERB
easat-8241	44	11	brand	brand	NOUN
easat-8241	44	12	equity	equity	NOUN
easat-8241	44	13	in	in	ADP
easat-8241	44	14	thai	thai	ADJ
easat-8241	44	15	emarketplaces	emarketplace	NOUN
easat-8241	44	16	.	.	PUNCT
easat-8241	45	1	1.3	1.3	NUM
easat-8241	45	2	.	.	PUNCT
easat-8241	45	3	benefits	benefit	NOUN
easat-8241	45	4	of	of	ADP
easat-8241	45	5	the	the	DET
easat-8241	45	6	study	study	NOUN
easat-8241	45	7	this	this	DET
easat-8241	45	8	study	study	NOUN
easat-8241	45	9	offers	offer	VERB
easat-8241	45	10	several	several	ADJ
easat-8241	45	11	academic	academic	ADJ
easat-8241	45	12	and	and	CCONJ
easat-8241	45	13	practical	practical	ADJ
easat-8241	45	14	contributions	contribution	NOUN
easat-8241	45	15	:	:	PUNCT
easat-8241	45	16	theoretical	theoretical	ADJ
easat-8241	45	17	contribution	contribution	NOUN
easat-8241	45	18	:	:	PUNCT
easat-8241	45	19	this	this	DET
easat-8241	45	20	study	study	NOUN
easat-8241	45	21	contributes	contribute	VERB
easat-8241	45	22	to	to	ADP
easat-8241	45	23	the	the	DET
easat-8241	45	24	existing	exist	VERB
easat-8241	45	25	literature	literature	NOUN
easat-8241	45	26	by	by	ADP
easat-8241	45	27	positioning	position	VERB
easat-8241	45	28	gamification	gamification	NOUN
easat-8241	45	29	as	as	ADP
easat-8241	45	30	a	a	DET
easat-8241	45	31	key	key	ADJ
easat-8241	45	32	driver	driver	NOUN
easat-8241	45	33	in	in	ADP
easat-8241	45	34	shaping	shape	VERB
easat-8241	45	35	brand	brand	NOUN
easat-8241	45	36	equity	equity	NOUN
easat-8241	45	37	.	.	PUNCT
easat-8241	46	1	by	by	ADP
easat-8241	46	2	integrating	integrate	VERB
easat-8241	46	3	gamification	gamification	NOUN
easat-8241	46	4	with	with	ADP
easat-8241	46	5	customer	customer	NOUN
easat-8241	46	6	experience	experience	NOUN
easat-8241	46	7	and	and	CCONJ
easat-8241	46	8	customer	customer	NOUN
easat-8241	46	9	engagement	engagement	NOUN
easat-8241	46	10	particularly	particularly	ADV
easat-8241	46	11	within	within	ADP
easat-8241	46	12	the	the	DET
easat-8241	46	13	context	context	NOUN
easat-8241	46	14	of	of	ADP
easat-8241	46	15	thai	thai	PROPN
easat-8241	46	16	e	e	NOUN
easat-8241	46	17	-	-	NOUN
easat-8241	46	18	marketplaces	marketplace	NOUN
easat-8241	46	19	.	.	PUNCT
easat-8241	47	1	strategic	strategic	ADJ
easat-8241	47	2	marketing	marketing	NOUN
easat-8241	47	3	insight	insight	NOUN
easat-8241	47	4	:	:	PUNCT
easat-8241	47	5	the	the	DET
easat-8241	47	6	findings	finding	NOUN
easat-8241	47	7	can	can	AUX
easat-8241	47	8	help	help	VERB
easat-8241	47	9	marketers	marketer	NOUN
easat-8241	47	10	and	and	CCONJ
easat-8241	47	11	platform	platform	NOUN
easat-8241	47	12	managers	manager	NOUN
easat-8241	47	13	understand	understand	VERB
easat-8241	47	14	how	how	SCONJ
easat-8241	47	15	experiential	experiential	ADJ
easat-8241	47	16	and	and	CCONJ
easat-8241	47	17	interactive	interactive	ADJ
easat-8241	47	18	elements	element	NOUN
easat-8241	47	19	influence	influence	PROPN
easat-8241	47	20	brand	brand	NOUN
easat-8241	47	21	equity	equity	NOUN
easat-8241	47	22	,	,	PUNCT
easat-8241	47	23	enabling	enable	VERB
easat-8241	47	24	them	they	PRON
easat-8241	47	25	to	to	PART
easat-8241	47	26	design	design	VERB
easat-8241	47	27	more	more	ADV
easat-8241	47	28	effective	effective	ADJ
easat-8241	47	29	customer	customer	NOUN
easat-8241	47	30	engagement	engagement	NOUN
easat-8241	47	31	strategies	strategy	NOUN
easat-8241	47	32	.	.	PUNCT
easat-8241	48	1	practical	practical	ADJ
easat-8241	48	2	application	application	NOUN
easat-8241	48	3	for	for	ADP
easat-8241	48	4	e	e	NOUN
easat-8241	48	5	-	-	NOUN
easat-8241	48	6	marketplaces	marketplace	NOUN
easat-8241	48	7	:	:	PUNCT
easat-8241	48	8	the	the	DET
easat-8241	48	9	study	study	NOUN
easat-8241	48	10	provides	provide	VERB
easat-8241	48	11	actionable	actionable	ADJ
easat-8241	48	12	insights	insight	NOUN
easat-8241	48	13	for	for	ADP
easat-8241	48	14	e	e	NOUN
easat-8241	48	15	-	-	NOUN
easat-8241	48	16	marketplace	marketplace	ADJ
easat-8241	48	17	platforms	platform	NOUN
easat-8241	48	18	(	(	PUNCT
easat-8241	48	19	e.g.	e.g.	ADV
easat-8241	48	20	,	,	PUNCT
easat-8241	48	21	shopee	shopee	NOUN
easat-8241	48	22	,	,	PUNCT
easat-8241	48	23	lazada	lazada	NOUN
easat-8241	48	24	)	)	PUNCT
easat-8241	48	25	to	to	PART
easat-8241	48	26	enhance	enhance	VERB
easat-8241	48	27	brand	brand	NOUN
easat-8241	48	28	value	value	NOUN
easat-8241	48	29	and	and	CCONJ
easat-8241	48	30	consumer	consumer	NOUN
easat-8241	48	31	loyalty	loyalty	NOUN
easat-8241	48	32	through	through	ADP
easat-8241	48	33	tailored	tailor	VERB
easat-8241	48	34	customer	customer	NOUN
easat-8241	48	35	experiences	experience	NOUN
easat-8241	48	36	and	and	CCONJ
easat-8241	48	37	gamification	gamification	NOUN
easat-8241	48	38	techniques	technique	NOUN
easat-8241	48	39	.	.	PUNCT
easat-8241	49	1	consumer	consumer	NOUN
easat-8241	49	2	behavior	behavior	NOUN
easat-8241	49	3	understanding	understanding	NOUN
easat-8241	49	4	:	:	PUNCT
easat-8241	49	5	by	by	ADP
easat-8241	49	6	exploring	explore	VERB
easat-8241	49	7	how	how	SCONJ
easat-8241	49	8	thai	thai	ADJ
easat-8241	49	9	consumers	consumer	NOUN
easat-8241	49	10	interact	interact	VERB
easat-8241	49	11	with	with	ADP
easat-8241	49	12	emarketplaces	emarketplace	NOUN
easat-8241	49	13	,	,	PUNCT
easat-8241	49	14	the	the	DET
easat-8241	49	15	study	study	NOUN
easat-8241	49	16	contributes	contribute	VERB
easat-8241	49	17	to	to	ADP
easat-8241	49	18	a	a	DET
easat-8241	49	19	deeper	deep	ADJ
easat-8241	49	20	understanding	understanding	NOUN
easat-8241	49	21	of	of	ADP
easat-8241	49	22	the	the	DET
easat-8241	49	23	behavioral	behavioral	ADJ
easat-8241	49	24	drivers	driver	NOUN
easat-8241	49	25	behind	behind	ADP
easat-8241	49	26	brand	brand	NOUN
easat-8241	49	27	preference	preference	NOUN
easat-8241	49	28	and	and	CCONJ
easat-8241	49	29	loyalty	loyalty	NOUN
easat-8241	49	30	in	in	ADP
easat-8241	49	31	a	a	DET
easat-8241	49	32	digital	digital	ADJ
easat-8241	49	33	retail	retail	ADJ
easat-8241	49	34	environment	environment	NOUN
easat-8241	49	35	.	.	PUNCT
easat-8241	50	1	policy	policy	NOUN
easat-8241	50	2	and	and	CCONJ
easat-8241	50	3	development	development	NOUN
easat-8241	50	4	guidance	guidance	NOUN
easat-8241	50	5	:	:	PUNCT
easat-8241	50	6	the	the	DET
easat-8241	50	7	results	result	NOUN
easat-8241	50	8	may	may	AUX
easat-8241	50	9	guide	guide	VERB
easat-8241	50	10	digital	digital	ADJ
easat-8241	50	11	marketing	marketing	NOUN
easat-8241	50	12	professionals	professional	NOUN
easat-8241	50	13	and	and	CCONJ
easat-8241	50	14	ecommerce	ecommerce	NOUN
easat-8241	50	15	policy	policy	NOUN
easat-8241	50	16	-	-	PUNCT
easat-8241	50	17	makers	maker	NOUN
easat-8241	50	18	in	in	ADP
easat-8241	50	19	developing	develop	VERB
easat-8241	50	20	customer	customer	NOUN
easat-8241	50	21	-	-	PUNCT
easat-8241	50	22	centric	centric	NOUN
easat-8241	50	23	platforms	platform	NOUN
easat-8241	50	24	that	that	PRON
easat-8241	50	25	foster	foster	VERB
easat-8241	50	26	stronger	strong	ADJ
easat-8241	50	27	brand	brand	NOUN
easat-8241	50	28	-	-	PUNCT
easat-8241	50	29	consumer	consumer	NOUN
easat-8241	50	30	relationships	relationship	NOUN
easat-8241	50	31	.	.	PUNCT
easat-8241	51	1	2	2	X
easat-8241	51	2	.	.	X
easat-8241	51	3	literature	literature	NOUN
easat-8241	51	4	review	review	PROPN
easat-8241	51	5	and	and	CCONJ
easat-8241	51	6	hypothesis	hypothesis	NOUN
easat-8241	51	7	formulation	formulation	NOUN
easat-8241	51	8	2.1	2.1	NUM
easat-8241	51	9	.	.	PUNCT
easat-8241	52	1	gamification	gamification	NOUN
easat-8241	52	2	in	in	ADP
easat-8241	52	3	e	e	PROPN
easat-8241	52	4	-	-	NOUN
easat-8241	52	5	commerce	commerce	NOUN
easat-8241	52	6	gamification	gamification	NOUN
easat-8241	52	7	has	have	AUX
easat-8241	52	8	emerged	emerge	VERB
easat-8241	52	9	as	as	ADP
easat-8241	52	10	a	a	DET
easat-8241	52	11	widely	widely	ADV
easat-8241	52	12	embraced	embrace	VERB
easat-8241	52	13	strategy	strategy	NOUN
easat-8241	52	14	across	across	ADP
easat-8241	52	15	sectors	sector	NOUN
easat-8241	52	16	such	such	ADJ
easat-8241	52	17	as	as	ADP
easat-8241	52	18	education	education	NOUN
easat-8241	52	19	,	,	PUNCT
easat-8241	52	20	healthcare	healthcare	PROPN
easat-8241	52	21	,	,	PUNCT
easat-8241	52	22	marketing	marketing	NOUN
easat-8241	52	23	,	,	PUNCT
easat-8241	52	24	and	and	CCONJ
easat-8241	52	25	especially	especially	ADV
easat-8241	52	26	e	e	NOUN
easat-8241	52	27	-	-	NOUN
easat-8241	52	28	commerce	commerce	NOUN
easat-8241	52	29	.	.	PUNCT
easat-8241	53	1	it	it	PRON
easat-8241	53	2	involves	involve	VERB
easat-8241	53	3	the	the	DET
easat-8241	53	4	incorporation	incorporation	NOUN
easat-8241	53	5	of	of	ADP
easat-8241	53	6	game	game	NOUN
easat-8241	53	7	design	design	NOUN
easat-8241	53	8	elements	element	NOUN
easat-8241	53	9	such	such	ADJ
easat-8241	53	10	as	as	ADP
easat-8241	53	11	points	point	NOUN
easat-8241	53	12	,	,	PUNCT
easat-8241	53	13	badges	badge	NOUN
easat-8241	53	14	,	,	PUNCT
easat-8241	53	15	leaderboards	leaderboard	NOUN
easat-8241	53	16	,	,	PUNCT
easat-8241	53	17	rewards	reward	NOUN
easat-8241	53	18	,	,	PUNCT
easat-8241	53	19	and	and	CCONJ
easat-8241	53	20	narrative	narrative	ADJ
easat-8241	53	21	challenges	challenge	NOUN
easat-8241	53	22	into	into	ADP
easat-8241	53	23	non	non	ADJ
easat-8241	53	24	-	-	ADJ
easat-8241	53	25	game	game	ADJ
easat-8241	53	26	contexts	contexts	NOUN
easat-8241	53	27	to	to	PART
easat-8241	53	28	enhance	enhance	VERB
easat-8241	53	29	user	user	NOUN
easat-8241	53	30	engagement	engagement	NOUN
easat-8241	53	31	,	,	PUNCT
easat-8241	53	32	motivation	motivation	NOUN
easat-8241	53	33	,	,	PUNCT
easat-8241	53	34	and	and	CCONJ
easat-8241	53	35	overall	overall	ADJ
easat-8241	53	36	experience	experience	NOUN
easat-8241	53	37	[	[	X
easat-8241	53	38	1	1	NUM
easat-8241	53	39	,	,	PUNCT
easat-8241	53	40	2	2	NUM
easat-8241	53	41	]	]	PUNCT
easat-8241	53	42	.	.	PUNCT
easat-8241	54	1	at	at	ADP
easat-8241	54	2	its	its	PRON
easat-8241	54	3	core	core	NOUN
easat-8241	54	4	,	,	PUNCT
easat-8241	54	5	gamification	gamification	NOUN
easat-8241	54	6	leverages	leverage	VERB
easat-8241	54	7	intrinsic	intrinsic	ADJ
easat-8241	54	8	psychological	psychological	ADJ
easat-8241	54	9	motivators	motivator	NOUN
easat-8241	54	10	like	like	ADP
easat-8241	54	11	achievement	achievement	NOUN
easat-8241	54	12	,	,	PUNCT
easat-8241	54	13	autonomy	autonomy	NOUN
easat-8241	54	14	,	,	PUNCT
easat-8241	54	15	mastery	mastery	NOUN
easat-8241	54	16	,	,	PUNCT
easat-8241	54	17	competition	competition	NOUN
easat-8241	54	18	,	,	PUNCT
easat-8241	54	19	and	and	CCONJ
easat-8241	54	20	social	social	ADJ
easat-8241	54	21	relatedness	relatedness	NOUN
easat-8241	54	22	to	to	PART
easat-8241	54	23	transform	transform	VERB
easat-8241	54	24	routine	routine	ADJ
easat-8241	54	25	digital	digital	ADJ
easat-8241	54	26	interactions	interaction	NOUN
easat-8241	54	27	into	into	ADP
easat-8241	54	28	rewarding	rewarding	ADJ
easat-8241	54	29	and	and	CCONJ
easat-8241	54	30	immersive	immersive	ADJ
easat-8241	54	31	experiences	experience	NOUN
easat-8241	54	32	[	[	X
easat-8241	54	33	5	5	NUM
easat-8241	54	34	]	]	PUNCT
easat-8241	54	35	.	.	PUNCT
easat-8241	55	1	in	in	ADP
easat-8241	55	2	the	the	DET
easat-8241	55	3	context	context	NOUN
easat-8241	55	4	of	of	ADP
easat-8241	55	5	e	e	NOUN
easat-8241	55	6	-	-	NOUN
easat-8241	55	7	commerce	commerce	NOUN
easat-8241	55	8	,	,	PUNCT
easat-8241	55	9	where	where	SCONJ
easat-8241	55	10	user	user	NOUN
easat-8241	55	11	attention	attention	NOUN
easat-8241	55	12	spans	span	NOUN
easat-8241	55	13	are	be	AUX
easat-8241	55	14	short	short	ADJ
easat-8241	55	15	and	and	CCONJ
easat-8241	55	16	competition	competition	NOUN
easat-8241	55	17	is	be	AUX
easat-8241	55	18	fierce	fierce	ADJ
easat-8241	55	19	,	,	PUNCT
easat-8241	55	20	gamification	gamification	NOUN
easat-8241	55	21	has	have	AUX
easat-8241	55	22	become	become	VERB
easat-8241	55	23	a	a	DET
easat-8241	55	24	crucial	crucial	ADJ
easat-8241	55	25	mechanism	mechanism	NOUN
easat-8241	55	26	for	for	ADP
easat-8241	55	27	differentiating	differentiate	VERB
easat-8241	55	28	brands	brand	NOUN
easat-8241	55	29	and	and	CCONJ
easat-8241	55	30	building	build	VERB
easat-8241	55	31	lasting	last	VERB
easat-8241	55	32	consumer	consumer	NOUN
easat-8241	55	33	relationships	relationship	NOUN
easat-8241	55	34	.	.	PUNCT
easat-8241	56	1	e	e	X
easat-8241	56	2	-	-	NOUN
easat-8241	56	3	commerce	commerce	NOUN
easat-8241	56	4	platforms	platform	NOUN
easat-8241	56	5	that	that	PRON
easat-8241	56	6	utilize	utilize	VERB
easat-8241	56	7	gamified	gamifie	VERB
easat-8241	56	8	elements	element	NOUN
easat-8241	56	9	can	can	AUX
easat-8241	56	10	1786	1786	NUM
easat-8241	56	11	edelweiss	edelweiss	PROPN
easat-8241	56	12	applied	apply	VERB
easat-8241	56	13	science	science	NOUN
easat-8241	56	14	and	and	CCONJ
easat-8241	56	15	technology	technology	NOUN
easat-8241	56	16	issn	issn	PROPN
easat-8241	56	17	:	:	PUNCT
easat-8241	56	18	2576	2576	NUM
easat-8241	56	19	-	-	SYM
easat-8241	56	20	8484	8484	NUM
easat-8241	56	21	vol	vol	NOUN
easat-8241	56	22	.	.	PROPN
easat-8241	57	1	9	9	NUM
easat-8241	57	2	,	,	PUNCT
easat-8241	57	3	no	no	INTJ
easat-8241	57	4	.	.	NOUN
easat-8241	57	5	6	6	NUM
easat-8241	57	6	:	:	SYM
easat-8241	57	7	1784	1784	NUM
easat-8241	57	8	-	-	SYM
easat-8241	57	9	1798	1798	NUM
easat-8241	57	10	,	,	PUNCT
easat-8241	57	11	2025	2025	NUM
easat-8241	57	12	doi	doi	NOUN
easat-8241	57	13	:	:	PUNCT
easat-8241	57	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	57	15	©	©	PROPN
easat-8241	57	16	2025	2025	NUM
easat-8241	57	17	by	by	ADP
easat-8241	57	18	the	the	DET
easat-8241	57	19	authors	author	NOUN
easat-8241	57	20	;	;	PUNCT
easat-8241	57	21	licensee	licensee	PROPN
easat-8241	57	22	learning	learning	NOUN
easat-8241	57	23	gate	gate	NOUN
easat-8241	57	24	significantly	significantly	ADV
easat-8241	57	25	improve	improve	VERB
easat-8241	57	26	user	user	NOUN
easat-8241	57	27	experiences	experience	NOUN
easat-8241	57	28	by	by	ADP
easat-8241	57	29	making	make	VERB
easat-8241	57	30	the	the	DET
easat-8241	57	31	shopping	shopping	NOUN
easat-8241	57	32	process	process	NOUN
easat-8241	57	33	more	more	ADV
easat-8241	57	34	interactive	interactive	ADJ
easat-8241	57	35	,	,	PUNCT
easat-8241	57	36	personalized	personalize	VERB
easat-8241	57	37	,	,	PUNCT
easat-8241	57	38	and	and	CCONJ
easat-8241	57	39	enjoyable	enjoyable	ADJ
easat-8241	57	40	[	[	X
easat-8241	57	41	19	19	NUM
easat-8241	57	42	]	]	PUNCT
easat-8241	57	43	.	.	PUNCT
easat-8241	58	1	these	these	PRON
easat-8241	58	2	features	feature	VERB
easat-8241	58	3	not	not	PART
easat-8241	58	4	only	only	ADV
easat-8241	58	5	lengthen	lengthen	VERB
easat-8241	58	6	customer	customer	NOUN
easat-8241	58	7	visits	visit	NOUN
easat-8241	58	8	and	and	CCONJ
easat-8241	58	9	increase	increase	VERB
easat-8241	58	10	click	click	VERB
easat-8241	58	11	-	-	PUNCT
easat-8241	58	12	through	through	ADP
easat-8241	58	13	rates	rate	NOUN
easat-8241	58	14	,	,	PUNCT
easat-8241	58	15	but	but	CCONJ
easat-8241	58	16	also	also	ADV
easat-8241	58	17	foster	foster	ADJ
easat-8241	58	18	repeat	repeat	NOUN
easat-8241	58	19	purchases	purchase	NOUN
easat-8241	58	20	and	and	CCONJ
easat-8241	58	21	organic	organic	ADJ
easat-8241	58	22	brand	brand	NOUN
easat-8241	58	23	advocacy	advocacy	NOUN
easat-8241	58	24	,	,	PUNCT
easat-8241	58	25	particularly	particularly	ADV
easat-8241	58	26	through	through	ADP
easat-8241	58	27	mechanisms	mechanism	NOUN
easat-8241	58	28	such	such	ADJ
easat-8241	58	29	as	as	ADP
easat-8241	58	30	social	social	ADJ
easat-8241	58	31	sharing	sharing	NOUN
easat-8241	58	32	,	,	PUNCT
easat-8241	58	33	feedback	feedback	NOUN
easat-8241	58	34	loops	loop	NOUN
easat-8241	58	35	,	,	PUNCT
easat-8241	58	36	and	and	CCONJ
easat-8241	58	37	achievement	achievement	NOUN
easat-8241	58	38	recognition	recognition	NOUN
easat-8241	58	39	[	[	X
easat-8241	58	40	20	20	NUM
easat-8241	58	41	]	]	PUNCT
easat-8241	58	42	.	.	PUNCT
easat-8241	59	1	commonly	commonly	ADV
easat-8241	59	2	employed	employ	VERB
easat-8241	59	3	gamification	gamification	NOUN
easat-8241	59	4	elements	element	NOUN
easat-8241	59	5	in	in	ADP
easat-8241	59	6	digital	digital	ADJ
easat-8241	59	7	commerce	commerce	NOUN
easat-8241	59	8	include	include	VERB
easat-8241	59	9	points	point	NOUN
easat-8241	59	10	systems	system	NOUN
easat-8241	59	11	for	for	ADP
easat-8241	59	12	purchases	purchase	NOUN
easat-8241	59	13	or	or	CCONJ
easat-8241	59	14	actions	action	NOUN
easat-8241	59	15	,	,	PUNCT
easat-8241	59	16	badges	badge	NOUN
easat-8241	59	17	as	as	ADP
easat-8241	59	18	symbolic	symbolic	ADJ
easat-8241	59	19	achievements	achievement	NOUN
easat-8241	59	20	,	,	PUNCT
easat-8241	59	21	leaderboards	leaderboard	NOUN
easat-8241	59	22	that	that	PRON
easat-8241	59	23	encourage	encourage	VERB
easat-8241	59	24	competition	competition	NOUN
easat-8241	59	25	,	,	PUNCT
easat-8241	59	26	rewards	reward	VERB
easat-8241	59	27	programs	program	NOUN
easat-8241	59	28	that	that	PRON
easat-8241	59	29	incentivize	incentivize	VERB
easat-8241	59	30	continued	continued	ADJ
easat-8241	59	31	behavior	behavior	NOUN
easat-8241	59	32	,	,	PUNCT
easat-8241	59	33	and	and	CCONJ
easat-8241	59	34	challenges	challenge	NOUN
easat-8241	59	35	or	or	CCONJ
easat-8241	59	36	missions	mission	NOUN
easat-8241	59	37	that	that	PRON
easat-8241	59	38	guide	guide	VERB
easat-8241	59	39	users	user	NOUN
easat-8241	59	40	through	through	ADP
easat-8241	59	41	structured	structured	ADJ
easat-8241	59	42	tasks	task	NOUN
easat-8241	59	43	[	[	X
easat-8241	59	44	21	21	NUM
easat-8241	59	45	,	,	PUNCT
easat-8241	59	46	22	22	NUM
easat-8241	59	47	]	]	PUNCT
easat-8241	59	48	.	.	PUNCT
easat-8241	60	1	these	these	DET
easat-8241	60	2	tools	tool	NOUN
easat-8241	60	3	work	work	VERB
easat-8241	60	4	by	by	ADP
easat-8241	60	5	triggering	trigger	VERB
easat-8241	60	6	behavioral	behavioral	ADJ
easat-8241	60	7	responses	response	NOUN
easat-8241	60	8	related	relate	VERB
easat-8241	60	9	to	to	ADP
easat-8241	60	10	goal	goal	NOUN
easat-8241	60	11	-	-	PUNCT
easat-8241	60	12	setting	setting	NOUN
easat-8241	60	13	,	,	PUNCT
easat-8241	60	14	status	status	NOUN
easat-8241	60	15	elevation	elevation	NOUN
easat-8241	60	16	,	,	PUNCT
easat-8241	60	17	self	self	NOUN
easat-8241	60	18	-	-	PUNCT
easat-8241	60	19	improvement	improvement	NOUN
easat-8241	60	20	,	,	PUNCT
easat-8241	60	21	and	and	CCONJ
easat-8241	60	22	community	community	NOUN
easat-8241	60	23	engagement	engagement	NOUN
easat-8241	60	24	.	.	PUNCT
easat-8241	61	1	as	as	ADP
easat-8241	61	2	such	such	ADJ
easat-8241	61	3	,	,	PUNCT
easat-8241	61	4	they	they	PRON
easat-8241	61	5	align	align	VERB
easat-8241	61	6	closely	closely	ADV
easat-8241	61	7	with	with	ADP
easat-8241	61	8	principles	principle	NOUN
easat-8241	61	9	from	from	ADP
easat-8241	61	10	behavioral	behavioral	ADJ
easat-8241	61	11	economics	economic	NOUN
easat-8241	61	12	and	and	CCONJ
easat-8241	61	13	selfdetermination	selfdetermination	NOUN
easat-8241	61	14	theory	theory	NOUN
easat-8241	61	15	.	.	PUNCT
easat-8241	62	1	to	to	PART
easat-8241	62	2	capture	capture	VERB
easat-8241	62	3	the	the	DET
easat-8241	62	4	multidimensional	multidimensional	ADJ
easat-8241	62	5	nature	nature	NOUN
easat-8241	62	6	of	of	ADP
easat-8241	62	7	gamification	gamification	NOUN
easat-8241	62	8	in	in	ADP
easat-8241	62	9	this	this	DET
easat-8241	62	10	study	study	NOUN
easat-8241	62	11	,	,	PUNCT
easat-8241	62	12	six	six	NUM
easat-8241	62	13	variables	variable	NOUN
easat-8241	62	14	are	be	AUX
easat-8241	62	15	examined	examine	VERB
easat-8241	62	16	:	:	PUNCT
easat-8241	62	17	social	social	ADJ
easat-8241	62	18	interaction	interaction	NOUN
easat-8241	62	19	,	,	PUNCT
easat-8241	62	20	sense	sense	NOUN
easat-8241	62	21	of	of	ADP
easat-8241	62	22	control	control	NOUN
easat-8241	62	23	,	,	PUNCT
easat-8241	62	24	goals	goal	NOUN
easat-8241	62	25	,	,	PUNCT
easat-8241	62	26	progress	progress	NOUN
easat-8241	62	27	tracking	tracking	NOUN
easat-8241	62	28	,	,	PUNCT
easat-8241	62	29	rewards	reward	NOUN
easat-8241	62	30	,	,	PUNCT
easat-8241	62	31	and	and	CCONJ
easat-8241	62	32	prompts	prompt	NOUN
easat-8241	62	33	.	.	PUNCT
easat-8241	63	1	these	these	DET
easat-8241	63	2	dimensions	dimension	NOUN
easat-8241	63	3	are	be	AUX
easat-8241	63	4	derived	derive	VERB
easat-8241	63	5	from	from	ADP
easat-8241	63	6	gamification	gamification	NOUN
easat-8241	63	7	frameworks	framework	NOUN
easat-8241	63	8	proposed	propose	VERB
easat-8241	63	9	by	by	ADP
easat-8241	63	10	werbach	werbach	NOUN
easat-8241	63	11	and	and	CCONJ
easat-8241	63	12	dan	dan	PROPN
easat-8241	64	1	[	[	X
easat-8241	64	2	22	22	NUM
easat-8241	64	3	]	]	PUNCT
easat-8241	64	4	and	and	CCONJ
easat-8241	64	5	are	be	AUX
easat-8241	64	6	supported	support	VERB
easat-8241	64	7	by	by	ADP
easat-8241	64	8	empirical	empirical	ADJ
easat-8241	64	9	research	research	NOUN
easat-8241	64	10	validating	validate	VERB
easat-8241	64	11	their	their	PRON
easat-8241	64	12	effectiveness	effectiveness	NOUN
easat-8241	64	13	in	in	ADP
easat-8241	64	14	digital	digital	ADJ
easat-8241	64	15	contexts	context	NOUN
easat-8241	65	1	[	[	X
easat-8241	65	2	6	6	NUM
easat-8241	65	3	,	,	PUNCT
easat-8241	65	4	23	23	NUM
easat-8241	65	5	]	]	PUNCT
easat-8241	65	6	.	.	PUNCT
easat-8241	66	1	for	for	ADP
easat-8241	66	2	instance	instance	NOUN
easat-8241	66	3	,	,	PUNCT
easat-8241	66	4	social	social	ADJ
easat-8241	66	5	interaction	interaction	NOUN
easat-8241	66	6	strengthens	strengthen	VERB
easat-8241	66	7	emotional	emotional	ADJ
easat-8241	66	8	attachment	attachment	NOUN
easat-8241	66	9	to	to	ADP
easat-8241	66	10	platforms	platform	NOUN
easat-8241	66	11	,	,	PUNCT
easat-8241	66	12	while	while	SCONJ
easat-8241	66	13	progress	progress	NOUN
easat-8241	66	14	tracking	tracking	NOUN
easat-8241	66	15	and	and	CCONJ
easat-8241	66	16	rewards	reward	NOUN
easat-8241	66	17	enhance	enhance	VERB
easat-8241	66	18	perceived	perceive	VERB
easat-8241	66	19	competence	competence	NOUN
easat-8241	66	20	and	and	CCONJ
easat-8241	66	21	user	user	NOUN
easat-8241	66	22	satisfaction	satisfaction	NOUN
easat-8241	66	23	.	.	PUNCT
easat-8241	67	1	prompts	prompt	NOUN
easat-8241	67	2	serve	serve	VERB
easat-8241	67	3	as	as	ADP
easat-8241	67	4	nudges	nudge	NOUN
easat-8241	67	5	that	that	PRON
easat-8241	67	6	maintain	maintain	VERB
easat-8241	67	7	engagement	engagement	NOUN
easat-8241	67	8	and	and	CCONJ
easat-8241	67	9	encourage	encourage	VERB
easat-8241	67	10	desired	desire	VERB
easat-8241	67	11	consumer	consumer	NOUN
easat-8241	67	12	behaviors	behavior	NOUN
easat-8241	67	13	.	.	PUNCT
easat-8241	68	1	as	as	SCONJ
easat-8241	68	2	gamification	gamification	NOUN
easat-8241	68	3	becomes	becomes	AUX
easat-8241	68	4	increasingly	increasingly	ADV
easat-8241	68	5	embedded	embed	VERB
easat-8241	68	6	in	in	ADP
easat-8241	68	7	digital	digital	ADJ
easat-8241	68	8	retail	retail	ADJ
easat-8241	68	9	strategies	strategy	NOUN
easat-8241	68	10	especially	especially	ADV
easat-8241	68	11	with	with	ADP
easat-8241	68	12	the	the	DET
easat-8241	68	13	rise	rise	NOUN
easat-8241	68	14	of	of	ADP
easat-8241	68	15	mobile	mobile	PROPN
easat-8241	68	16	commerce	commerce	PROPN
easat-8241	68	17	,	,	PUNCT
easat-8241	68	18	ai	ai	ADJ
easat-8241	68	19	-	-	PUNCT
easat-8241	68	20	driven	drive	VERB
easat-8241	68	21	personalization	personalization	NOUN
easat-8241	68	22	,	,	PUNCT
easat-8241	68	23	and	and	CCONJ
easat-8241	68	24	augmented	augment	VERB
easat-8241	68	25	reality	reality	NOUN
easat-8241	68	26	,	,	PUNCT
easat-8241	68	27	it	it	PRON
easat-8241	68	28	is	be	AUX
easat-8241	68	29	critical	critical	ADJ
easat-8241	68	30	to	to	PART
easat-8241	68	31	understand	understand	VERB
easat-8241	68	32	its	its	PRON
easat-8241	68	33	psychological	psychological	ADJ
easat-8241	68	34	and	and	CCONJ
easat-8241	68	35	experiential	experiential	ADJ
easat-8241	68	36	underpinnings	underpinning	NOUN
easat-8241	68	37	.	.	PUNCT
easat-8241	69	1	2.2	2.2	NUM
easat-8241	69	2	.	.	PUNCT
easat-8241	69	3	customer	customer	NOUN
easat-8241	69	4	experience	experience	NOUN
easat-8241	69	5	customer	customer	NOUN
easat-8241	69	6	experience	experience	NOUN
easat-8241	69	7	has	have	AUX
easat-8241	69	8	become	become	VERB
easat-8241	69	9	a	a	DET
easat-8241	69	10	central	central	ADJ
easat-8241	69	11	focus	focus	NOUN
easat-8241	69	12	in	in	ADP
easat-8241	69	13	marketing	marketing	NOUN
easat-8241	69	14	and	and	CCONJ
easat-8241	69	15	service	service	NOUN
easat-8241	69	16	strategy	strategy	NOUN
easat-8241	69	17	,	,	PUNCT
easat-8241	69	18	as	as	SCONJ
easat-8241	69	19	it	it	PRON
easat-8241	69	20	plays	play	VERB
easat-8241	69	21	a	a	DET
easat-8241	69	22	vital	vital	ADJ
easat-8241	69	23	role	role	NOUN
easat-8241	69	24	in	in	ADP
easat-8241	69	25	building	build	VERB
easat-8241	69	26	long	long	ADJ
easat-8241	69	27	-	-	PUNCT
easat-8241	69	28	term	term	NOUN
easat-8241	69	29	customer	customer	NOUN
easat-8241	69	30	relationships	relationship	NOUN
easat-8241	69	31	and	and	CCONJ
easat-8241	69	32	competitive	competitive	ADJ
easat-8241	69	33	advantage	advantage	NOUN
easat-8241	69	34	.	.	PUNCT
easat-8241	70	1	it	it	PRON
easat-8241	70	2	encompasses	encompass	VERB
easat-8241	70	3	the	the	DET
easat-8241	70	4	customer	customer	NOUN
easat-8241	70	5	's	's	PART
easat-8241	70	6	overall	overall	ADJ
easat-8241	70	7	perception	perception	NOUN
easat-8241	70	8	and	and	CCONJ
easat-8241	70	9	emotional	emotional	ADJ
easat-8241	70	10	response	response	NOUN
easat-8241	70	11	resulting	result	VERB
easat-8241	70	12	from	from	ADP
easat-8241	70	13	interactions	interaction	NOUN
easat-8241	70	14	with	with	ADP
easat-8241	70	15	a	a	DET
easat-8241	70	16	brand	brand	NOUN
easat-8241	70	17	across	across	ADP
easat-8241	70	18	various	various	ADJ
easat-8241	70	19	touchpoints	touchpoint	NOUN
easat-8241	70	20	[	[	X
easat-8241	70	21	24	24	NUM
easat-8241	70	22	]	]	PUNCT
easat-8241	70	23	.	.	PUNCT
easat-8241	71	1	research	research	NOUN
easat-8241	71	2	has	have	AUX
easat-8241	71	3	shown	show	VERB
easat-8241	71	4	that	that	SCONJ
easat-8241	71	5	enhancing	enhance	VERB
easat-8241	71	6	customer	customer	NOUN
easat-8241	71	7	experience	experience	NOUN
easat-8241	71	8	leads	lead	VERB
easat-8241	71	9	to	to	ADP
easat-8241	71	10	greater	great	ADJ
easat-8241	71	11	satisfaction	satisfaction	NOUN
easat-8241	71	12	,	,	PUNCT
easat-8241	71	13	loyalty	loyalty	NOUN
easat-8241	71	14	,	,	PUNCT
easat-8241	71	15	and	and	CCONJ
easat-8241	71	16	positive	positive	ADJ
easat-8241	71	17	brand	brand	NOUN
easat-8241	71	18	associations	association	NOUN
easat-8241	71	19	.	.	PUNCT
easat-8241	72	1	according	accord	VERB
easat-8241	72	2	to	to	ADP
easat-8241	72	3	huotari	huotari	PROPN
easat-8241	72	4	and	and	CCONJ
easat-8241	72	5	hamari	hamari	ADJ
easat-8241	72	6	[	[	X
easat-8241	72	7	25	25	NUM
easat-8241	72	8	]	]	PUNCT
easat-8241	72	9	a	a	DET
easat-8241	72	10	positive	positive	ADJ
easat-8241	72	11	customer	customer	NOUN
easat-8241	72	12	journey	journey	NOUN
easat-8241	72	13	fosters	foster	VERB
easat-8241	72	14	immersion	immersion	NOUN
easat-8241	72	15	and	and	CCONJ
easat-8241	72	16	enjoyment	enjoyment	NOUN
easat-8241	72	17	,	,	PUNCT
easat-8241	72	18	making	make	VERB
easat-8241	72	19	interactions	interaction	NOUN
easat-8241	72	20	more	more	ADV
easat-8241	72	21	memorable	memorable	ADJ
easat-8241	72	22	and	and	CCONJ
easat-8241	72	23	meaningful	meaningful	ADJ
easat-8241	72	24	.	.	PUNCT
easat-8241	73	1	hamari	hamari	ADJ
easat-8241	73	2	,	,	PUNCT
easat-8241	73	3	et	et	PROPN
easat-8241	73	4	al	al	PROPN
easat-8241	73	5	.	.	PUNCT
easat-8241	74	1	[	[	X
easat-8241	74	2	26	26	NUM
easat-8241	74	3	]	]	PUNCT
easat-8241	74	4	also	also	ADV
easat-8241	74	5	emphasize	emphasize	VERB
easat-8241	74	6	that	that	SCONJ
easat-8241	74	7	strong	strong	ADJ
easat-8241	74	8	customer	customer	NOUN
easat-8241	74	9	experiences	experience	NOUN
easat-8241	74	10	contribute	contribute	VERB
easat-8241	74	11	to	to	ADP
easat-8241	74	12	customer	customer	NOUN
easat-8241	74	13	retention	retention	NOUN
easat-8241	74	14	and	and	CCONJ
easat-8241	74	15	favorable	favorable	ADJ
easat-8241	74	16	brand	brand	NOUN
easat-8241	74	17	perception	perception	NOUN
easat-8241	74	18	.	.	PUNCT
easat-8241	75	1	effective	effective	ADJ
easat-8241	75	2	customer	customer	NOUN
easat-8241	75	3	experience	experience	NOUN
easat-8241	75	4	strategies	strategy	NOUN
easat-8241	75	5	are	be	AUX
easat-8241	75	6	grounded	ground	VERB
easat-8241	75	7	in	in	ADP
easat-8241	75	8	understanding	understand	VERB
easat-8241	75	9	human	human	ADJ
easat-8241	75	10	psychology	psychology	NOUN
easat-8241	75	11	and	and	CCONJ
easat-8241	75	12	behavior	behavior	NOUN
easat-8241	75	13	.	.	PUNCT
easat-8241	76	1	for	for	ADP
easat-8241	76	2	instance	instance	NOUN
easat-8241	76	3	,	,	PUNCT
easat-8241	76	4	koivisto	koivisto	PROPN
easat-8241	76	5	and	and	CCONJ
easat-8241	76	6	hamari	hamari	ADJ
easat-8241	76	7	[	[	X
easat-8241	76	8	8	8	NUM
easat-8241	76	9	]	]	PUNCT
easat-8241	76	10	highlight	highlight	VERB
easat-8241	76	11	the	the	DET
easat-8241	76	12	importance	importance	NOUN
easat-8241	76	13	of	of	ADP
easat-8241	76	14	engagement	engagement	NOUN
easat-8241	76	15	,	,	PUNCT
easat-8241	76	16	suggesting	suggest	VERB
easat-8241	76	17	that	that	SCONJ
easat-8241	76	18	interactive	interactive	ADJ
easat-8241	76	19	and	and	CCONJ
easat-8241	76	20	rewarding	rewarding	ADJ
easat-8241	76	21	experiences	experience	NOUN
easat-8241	76	22	encourage	encourage	VERB
easat-8241	76	23	deeper	deep	ADJ
easat-8241	76	24	emotional	emotional	ADJ
easat-8241	76	25	connections	connection	NOUN
easat-8241	76	26	with	with	ADP
easat-8241	76	27	brands	brand	NOUN
easat-8241	76	28	.	.	PUNCT
easat-8241	77	1	deterding	deterde	VERB
easat-8241	77	2	,	,	PUNCT
easat-8241	77	3	et	et	PROPN
easat-8241	77	4	al	al	PROPN
easat-8241	77	5	.	.	PUNCT
easat-8241	78	1	[	[	X
easat-8241	78	2	1	1	X
easat-8241	78	3	]	]	PUNCT
easat-8241	78	4	further	far	ADV
easat-8241	78	5	explain	explain	VERB
easat-8241	78	6	that	that	SCONJ
easat-8241	78	7	transforming	transform	VERB
easat-8241	78	8	routine	routine	ADJ
easat-8241	78	9	customer	customer	NOUN
easat-8241	78	10	interactions	interaction	NOUN
easat-8241	78	11	into	into	ADP
easat-8241	78	12	meaningful	meaningful	ADJ
easat-8241	78	13	experiences	experience	NOUN
easat-8241	78	14	increases	increase	VERB
easat-8241	78	15	attention	attention	NOUN
easat-8241	78	16	and	and	CCONJ
easat-8241	78	17	participation	participation	NOUN
easat-8241	78	18	.	.	PUNCT
easat-8241	79	1	additionally	additionally	ADV
easat-8241	79	2	,	,	PUNCT
easat-8241	79	3	emotional	emotional	ADJ
easat-8241	79	4	enjoyment	enjoyment	NOUN
easat-8241	79	5	is	be	AUX
easat-8241	79	6	a	a	DET
easat-8241	79	7	key	key	ADJ
easat-8241	79	8	factor	factor	NOUN
easat-8241	79	9	positive	positive	ADJ
easat-8241	79	10	feelings	feeling	NOUN
easat-8241	79	11	during	during	ADP
easat-8241	79	12	brand	brand	NOUN
easat-8241	79	13	interactions	interaction	NOUN
easat-8241	79	14	improve	improve	VERB
easat-8241	79	15	overall	overall	ADJ
easat-8241	79	16	perceptions	perception	NOUN
easat-8241	79	17	and	and	CCONJ
easat-8241	79	18	foster	foster	ADJ
easat-8241	79	19	lasting	last	VERB
easat-8241	79	20	connections	connection	NOUN
easat-8241	79	21	[	[	X
easat-8241	79	22	27	27	NUM
easat-8241	79	23	,	,	PUNCT
easat-8241	79	24	28	28	NUM
easat-8241	79	25	]	]	PUNCT
easat-8241	79	26	.	.	PUNCT
easat-8241	80	1	in	in	ADP
easat-8241	80	2	conclusion	conclusion	NOUN
easat-8241	80	3	,	,	PUNCT
easat-8241	80	4	customer	customer	NOUN
easat-8241	80	5	experience	experience	NOUN
easat-8241	80	6	is	be	AUX
easat-8241	80	7	not	not	PART
easat-8241	80	8	only	only	ADV
easat-8241	80	9	about	about	ADP
easat-8241	80	10	the	the	DET
easat-8241	80	11	functionality	functionality	NOUN
easat-8241	80	12	of	of	ADP
easat-8241	80	13	products	product	NOUN
easat-8241	80	14	or	or	CCONJ
easat-8241	80	15	services	service	NOUN
easat-8241	80	16	but	but	CCONJ
easat-8241	80	17	also	also	ADV
easat-8241	80	18	about	about	ADP
easat-8241	80	19	creating	create	VERB
easat-8241	80	20	meaningful	meaningful	ADJ
easat-8241	80	21	,	,	PUNCT
easat-8241	80	22	engaging	engaging	ADJ
easat-8241	80	23	,	,	PUNCT
easat-8241	80	24	and	and	CCONJ
easat-8241	80	25	emotionally	emotionally	ADV
easat-8241	80	26	resonant	resonant	ADJ
easat-8241	80	27	journeys	journey	NOUN
easat-8241	80	28	.	.	PUNCT
easat-8241	81	1	when	when	SCONJ
easat-8241	81	2	well	well	ADV
easat-8241	81	3	-	-	PUNCT
easat-8241	81	4	executed	execute	VERB
easat-8241	81	5	,	,	PUNCT
easat-8241	81	6	it	it	PRON
easat-8241	81	7	leads	lead	VERB
easat-8241	81	8	to	to	ADP
easat-8241	81	9	higher	high	ADJ
easat-8241	81	10	levels	level	NOUN
easat-8241	81	11	of	of	ADP
easat-8241	81	12	customer	customer	NOUN
easat-8241	81	13	satisfaction	satisfaction	NOUN
easat-8241	81	14	,	,	PUNCT
easat-8241	81	15	trust	trust	NOUN
easat-8241	81	16	,	,	PUNCT
easat-8241	81	17	and	and	CCONJ
easat-8241	81	18	long	long	ADJ
easat-8241	81	19	-	-	PUNCT
easat-8241	81	20	term	term	NOUN
easat-8241	81	21	brand	brand	NOUN
easat-8241	81	22	loyalty	loyalty	NOUN
easat-8241	81	23	.	.	PUNCT
easat-8241	82	1	2.3	2.3	NUM
easat-8241	82	2	.	.	PUNCT
easat-8241	82	3	customer	customer	NOUN
easat-8241	82	4	engagement	engagement	NOUN
easat-8241	82	5	in	in	ADP
easat-8241	82	6	today	today	NOUN
easat-8241	82	7	’s	’s	PART
easat-8241	82	8	competitive	competitive	ADJ
easat-8241	82	9	market	market	NOUN
easat-8241	82	10	landscape	landscape	NOUN
easat-8241	82	11	,	,	PUNCT
easat-8241	82	12	customer	customer	NOUN
easat-8241	82	13	engagement	engagement	NOUN
easat-8241	82	14	has	have	AUX
easat-8241	82	15	emerged	emerge	VERB
easat-8241	82	16	as	as	ADP
easat-8241	82	17	a	a	DET
easat-8241	82	18	vital	vital	ADJ
easat-8241	82	19	driver	driver	NOUN
easat-8241	82	20	of	of	ADP
easat-8241	82	21	brand	brand	NOUN
easat-8241	82	22	success	success	NOUN
easat-8241	82	23	and	and	CCONJ
easat-8241	82	24	customer	customer	NOUN
easat-8241	82	25	loyalty	loyalty	NOUN
easat-8241	82	26	.	.	PUNCT
easat-8241	83	1	hollebeek	hollebeek	NOUN
easat-8241	83	2	,	,	PUNCT
easat-8241	83	3	et	et	PROPN
easat-8241	83	4	al	al	PROPN
easat-8241	83	5	.	.	PUNCT
easat-8241	84	1	[	[	X
easat-8241	84	2	29	29	NUM
easat-8241	84	3	]	]	PUNCT
easat-8241	84	4	defines	define	VERB
easat-8241	84	5	customer	customer	NOUN
easat-8241	84	6	engagement	engagement	NOUN
easat-8241	84	7	as	as	ADP
easat-8241	84	8	dynamic	dynamic	ADJ
easat-8241	84	9	,	,	PUNCT
easat-8241	84	10	value	value	NOUN
easat-8241	84	11	-	-	PUNCT
easat-8241	84	12	creating	create	VERB
easat-8241	84	13	interactions	interaction	NOUN
easat-8241	84	14	between	between	ADP
easat-8241	84	15	customers	customer	NOUN
easat-8241	84	16	and	and	CCONJ
easat-8241	84	17	brands	brand	NOUN
easat-8241	84	18	.	.	PUNCT
easat-8241	85	1	engaged	engage	VERB
easat-8241	85	2	customers	customer	NOUN
easat-8241	85	3	are	be	AUX
easat-8241	85	4	not	not	PART
easat-8241	85	5	only	only	ADV
easat-8241	85	6	more	more	ADV
easat-8241	85	7	likely	likely	ADJ
easat-8241	85	8	to	to	PART
easat-8241	85	9	participate	participate	VERB
easat-8241	85	10	in	in	ADP
easat-8241	85	11	brand	brand	NOUN
easat-8241	85	12	-	-	PUNCT
easat-8241	85	13	related	relate	VERB
easat-8241	85	14	activities	activity	NOUN
easat-8241	85	15	and	and	CCONJ
easat-8241	85	16	offer	offer	VERB
easat-8241	85	17	feedback	feedback	NOUN
easat-8241	85	18	,	,	PUNCT
easat-8241	85	19	but	but	CCONJ
easat-8241	85	20	they	they	PRON
easat-8241	85	21	also	also	ADV
easat-8241	85	22	show	show	VERB
easat-8241	85	23	stronger	strong	ADJ
easat-8241	85	24	brand	brand	NOUN
easat-8241	85	25	advocacy	advocacy	NOUN
easat-8241	85	26	and	and	CCONJ
easat-8241	85	27	loyalty	loyalty	NOUN
easat-8241	85	28	factors	factor	NOUN
easat-8241	85	29	that	that	PRON
easat-8241	85	30	positively	positively	ADV
easat-8241	85	31	impact	impact	VERB
easat-8241	85	32	word	word	NOUN
easat-8241	85	33	-	-	PUNCT
easat-8241	85	34	of	of	ADP
easat-8241	85	35	-	-	PUNCT
easat-8241	85	36	mouth	mouth	NOUN
easat-8241	85	37	,	,	PUNCT
easat-8241	85	38	customer	customer	NOUN
easat-8241	85	39	retention	retention	NOUN
easat-8241	85	40	,	,	PUNCT
easat-8241	85	41	and	and	CCONJ
easat-8241	85	42	profitability	profitability	NOUN
easat-8241	85	43	.	.	PUNCT
easat-8241	86	1	customer	customer	NOUN
easat-8241	86	2	engagement	engagement	NOUN
easat-8241	86	3	reflects	reflect	VERB
easat-8241	86	4	both	both	CCONJ
easat-8241	86	5	emotional	emotional	ADJ
easat-8241	86	6	and	and	CCONJ
easat-8241	86	7	behavioral	behavioral	ADJ
easat-8241	86	8	investment	investment	NOUN
easat-8241	86	9	in	in	ADP
easat-8241	86	10	the	the	DET
easat-8241	86	11	brand	brand	NOUN
easat-8241	86	12	.	.	PUNCT
easat-8241	87	1	it	it	PRON
easat-8241	87	2	is	be	AUX
easat-8241	87	3	shaped	shape	VERB
easat-8241	87	4	by	by	ADP
easat-8241	87	5	customers	customer	NOUN
easat-8241	87	6	’	’	PART
easat-8241	87	7	perceptions	perception	NOUN
easat-8241	87	8	of	of	ADP
easat-8241	87	9	the	the	DET
easat-8241	87	10	brand	brand	NOUN
easat-8241	87	11	's	's	PART
easat-8241	87	12	relevance	relevance	NOUN
easat-8241	87	13	,	,	PUNCT
easat-8241	87	14	authenticity	authenticity	NOUN
easat-8241	87	15	,	,	PUNCT
easat-8241	87	16	and	and	CCONJ
easat-8241	87	17	ability	ability	NOUN
easat-8241	87	18	to	to	PART
easat-8241	87	19	deliver	deliver	VERB
easat-8241	87	20	meaningful	meaningful	ADJ
easat-8241	87	21	experiences	experience	NOUN
easat-8241	87	22	.	.	PUNCT
easat-8241	88	1	strong	strong	ADJ
easat-8241	88	2	engagement	engagement	NOUN
easat-8241	88	3	leads	lead	VERB
easat-8241	88	4	to	to	ADP
easat-8241	88	5	deeper	deep	ADJ
easat-8241	88	6	relationships	relationship	NOUN
easat-8241	88	7	and	and	CCONJ
easat-8241	88	8	sustained	sustain	VERB
easat-8241	88	9	customer	customer	NOUN
easat-8241	88	10	interest	interest	NOUN
easat-8241	88	11	,	,	PUNCT
easat-8241	88	12	making	make	VERB
easat-8241	88	13	it	it	PRON
easat-8241	88	14	an	an	DET
easat-8241	88	15	essential	essential	ADJ
easat-8241	88	16	focus	focus	NOUN
easat-8241	88	17	for	for	ADP
easat-8241	88	18	marketers	marketer	NOUN
easat-8241	88	19	and	and	CCONJ
easat-8241	88	20	brand	brand	NOUN
easat-8241	88	21	strategists	strategist	NOUN
easat-8241	88	22	.	.	PUNCT
easat-8241	89	1	research	research	NOUN
easat-8241	89	2	has	have	AUX
easat-8241	89	3	consistently	consistently	ADV
easat-8241	89	4	supported	support	VERB
easat-8241	89	5	the	the	DET
easat-8241	89	6	importance	importance	NOUN
easat-8241	89	7	of	of	ADP
easat-8241	89	8	fostering	foster	VERB
easat-8241	89	9	engagement	engagement	NOUN
easat-8241	89	10	.	.	PUNCT
easat-8241	90	1	hamari	hamari	ADJ
easat-8241	90	2	,	,	PUNCT
easat-8241	90	3	et	et	PROPN
easat-8241	90	4	al	al	PROPN
easat-8241	90	5	.	.	PUNCT
easat-8241	91	1	[	[	X
easat-8241	91	2	30	30	NUM
easat-8241	91	3	]	]	PUNCT
easat-8241	91	4	conducted	conduct	VERB
easat-8241	91	5	a	a	DET
easat-8241	91	6	meta	meta	ADJ
easat-8241	91	7	-	-	PUNCT
easat-8241	91	8	analysis	analysis	NOUN
easat-8241	91	9	and	and	CCONJ
easat-8241	91	10	found	find	VERB
easat-8241	91	11	that	that	SCONJ
easat-8241	91	12	1787	1787	NUM
easat-8241	91	13	edelweiss	edelweiss	PROPN
easat-8241	91	14	applied	apply	VERB
easat-8241	91	15	science	science	NOUN
easat-8241	91	16	and	and	CCONJ
easat-8241	91	17	technology	technology	NOUN
easat-8241	91	18	issn	issn	PROPN
easat-8241	91	19	:	:	PUNCT
easat-8241	91	20	2576	2576	NUM
easat-8241	91	21	-	-	SYM
easat-8241	91	22	8484	8484	NUM
easat-8241	91	23	vol	vol	NOUN
easat-8241	91	24	.	.	PROPN
easat-8241	92	1	9	9	NUM
easat-8241	92	2	,	,	PUNCT
easat-8241	92	3	no	no	INTJ
easat-8241	92	4	.	.	NOUN
easat-8241	92	5	6	6	NUM
easat-8241	92	6	:	:	SYM
easat-8241	92	7	1784	1784	NUM
easat-8241	92	8	-	-	SYM
easat-8241	92	9	1798	1798	NUM
easat-8241	92	10	,	,	PUNCT
easat-8241	92	11	2025	2025	NUM
easat-8241	92	12	doi	doi	NOUN
easat-8241	92	13	:	:	PUNCT
easat-8241	92	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	92	15	©	©	PROPN
easat-8241	92	16	2025	2025	NUM
easat-8241	92	17	by	by	ADP
easat-8241	92	18	the	the	DET
easat-8241	92	19	authors	author	NOUN
easat-8241	92	20	;	;	PUNCT
easat-8241	92	21	licensee	licensee	PROPN
easat-8241	92	22	learning	learn	VERB
easat-8241	92	23	gate	gate	NOUN
easat-8241	92	24	strategies	strategy	NOUN
easat-8241	92	25	enhancing	enhance	VERB
easat-8241	92	26	user	user	NOUN
easat-8241	92	27	motivation	motivation	NOUN
easat-8241	92	28	such	such	ADJ
easat-8241	92	29	as	as	ADP
easat-8241	92	30	personalization	personalization	NOUN
easat-8241	92	31	,	,	PUNCT
easat-8241	92	32	interactivity	interactivity	NOUN
easat-8241	92	33	,	,	PUNCT
easat-8241	92	34	and	and	CCONJ
easat-8241	92	35	social	social	ADJ
easat-8241	92	36	involvement	involvement	NOUN
easat-8241	92	37	can	can	AUX
easat-8241	92	38	significantly	significantly	ADV
easat-8241	92	39	boost	boost	VERB
easat-8241	92	40	engagement	engagement	NOUN
easat-8241	92	41	.	.	PUNCT
easat-8241	93	1	moreover	moreover	ADV
easat-8241	93	2	,	,	PUNCT
easat-8241	93	3	gamified	gamifie	VERB
easat-8241	93	4	approaches	approach	NOUN
easat-8241	93	5	that	that	PRON
easat-8241	93	6	incorporate	incorporate	VERB
easat-8241	93	7	interactive	interactive	ADJ
easat-8241	93	8	elements	element	NOUN
easat-8241	93	9	have	have	AUX
easat-8241	93	10	shown	show	VERB
easat-8241	93	11	to	to	PART
easat-8241	93	12	be	be	AUX
easat-8241	93	13	effective	effective	ADJ
easat-8241	93	14	in	in	ADP
easat-8241	93	15	stimulating	stimulate	VERB
easat-8241	93	16	emotional	emotional	ADJ
easat-8241	93	17	and	and	CCONJ
easat-8241	93	18	participatory	participatory	ADJ
easat-8241	93	19	responses	response	NOUN
easat-8241	93	20	across	across	ADP
easat-8241	93	21	multiple	multiple	ADJ
easat-8241	93	22	sectors	sector	NOUN
easat-8241	93	23	[	[	X
easat-8241	93	24	25	25	NUM
easat-8241	93	25	,	,	PUNCT
easat-8241	93	26	31	31	NUM
easat-8241	93	27	]	]	PUNCT
easat-8241	93	28	.	.	PUNCT
easat-8241	94	1	in	in	ADP
easat-8241	94	2	summary	summary	NOUN
easat-8241	94	3	,	,	PUNCT
easat-8241	94	4	customer	customer	NOUN
easat-8241	94	5	engagement	engagement	NOUN
easat-8241	94	6	is	be	AUX
easat-8241	94	7	a	a	DET
easat-8241	94	8	multidimensional	multidimensional	ADJ
easat-8241	94	9	construct	construct	NOUN
easat-8241	94	10	that	that	PRON
easat-8241	94	11	plays	play	VERB
easat-8241	94	12	a	a	DET
easat-8241	94	13	crucial	crucial	ADJ
easat-8241	94	14	role	role	NOUN
easat-8241	94	15	in	in	ADP
easat-8241	94	16	building	build	VERB
easat-8241	94	17	lasting	last	VERB
easat-8241	94	18	brand	brand	NOUN
easat-8241	94	19	relationships	relationship	NOUN
easat-8241	94	20	.	.	PUNCT
easat-8241	95	1	by	by	ADP
easat-8241	95	2	understanding	understand	VERB
easat-8241	95	3	the	the	DET
easat-8241	95	4	drivers	driver	NOUN
easat-8241	95	5	of	of	ADP
easat-8241	95	6	engagement	engagement	NOUN
easat-8241	95	7	and	and	CCONJ
easat-8241	95	8	implementing	implement	VERB
easat-8241	95	9	strategic	strategic	ADJ
easat-8241	95	10	approaches	approach	NOUN
easat-8241	95	11	that	that	PRON
easat-8241	95	12	encourage	encourage	VERB
easat-8241	95	13	active	active	ADJ
easat-8241	95	14	involvement	involvement	NOUN
easat-8241	95	15	,	,	PUNCT
easat-8241	95	16	brands	brand	NOUN
easat-8241	95	17	can	can	AUX
easat-8241	95	18	create	create	VERB
easat-8241	95	19	stronger	strong	ADJ
easat-8241	95	20	connections	connection	NOUN
easat-8241	95	21	and	and	CCONJ
easat-8241	95	22	drive	drive	VERB
easat-8241	95	23	long	long	ADJ
easat-8241	95	24	-	-	PUNCT
easat-8241	95	25	term	term	NOUN
easat-8241	95	26	success	success	NOUN
easat-8241	95	27	.	.	PUNCT
easat-8241	96	1	2.4	2.4	NUM
easat-8241	96	2	.	.	PUNCT
easat-8241	96	3	brand	brand	NOUN
easat-8241	96	4	equity	equity	PROPN
easat-8241	96	5	brand	brand	PROPN
easat-8241	96	6	equity	equity	PROPN
easat-8241	96	7	is	be	AUX
easat-8241	96	8	a	a	DET
easat-8241	96	9	foundational	foundational	ADJ
easat-8241	96	10	concept	concept	NOUN
easat-8241	96	11	in	in	ADP
easat-8241	96	12	marketing	marketing	NOUN
easat-8241	96	13	,	,	PUNCT
easat-8241	96	14	representing	represent	VERB
easat-8241	96	15	the	the	DET
easat-8241	96	16	added	add	VERB
easat-8241	96	17	value	value	NOUN
easat-8241	96	18	a	a	DET
easat-8241	96	19	brand	brand	NOUN
easat-8241	96	20	brings	bring	VERB
easat-8241	96	21	to	to	ADP
easat-8241	96	22	a	a	DET
easat-8241	96	23	product	product	NOUN
easat-8241	96	24	or	or	CCONJ
easat-8241	96	25	service	service	NOUN
easat-8241	96	26	.	.	PUNCT
easat-8241	97	1	it	it	PRON
easat-8241	97	2	plays	play	VERB
easat-8241	97	3	a	a	DET
easat-8241	97	4	crucial	crucial	ADJ
easat-8241	97	5	role	role	NOUN
easat-8241	97	6	in	in	ADP
easat-8241	97	7	influencing	influence	VERB
easat-8241	97	8	consumer	consumer	NOUN
easat-8241	97	9	perception	perception	NOUN
easat-8241	97	10	,	,	PUNCT
easat-8241	97	11	preference	preference	NOUN
easat-8241	97	12	,	,	PUNCT
easat-8241	97	13	and	and	CCONJ
easat-8241	97	14	loyalty	loyalty	NOUN
easat-8241	97	15	[	[	X
easat-8241	97	16	32	32	NUM
easat-8241	97	17	,	,	PUNCT
easat-8241	97	18	33	33	NUM
easat-8241	97	19	]	]	PUNCT
easat-8241	97	20	.	.	PUNCT
easat-8241	98	1	in	in	ADP
easat-8241	98	2	highly	highly	ADV
easat-8241	98	3	competitive	competitive	ADJ
easat-8241	98	4	environments	environment	NOUN
easat-8241	98	5	such	such	ADJ
easat-8241	98	6	as	as	ADP
easat-8241	98	7	e	e	NOUN
easat-8241	98	8	-	-	NOUN
easat-8241	98	9	marketplaces	marketplace	NOUN
easat-8241	98	10	,	,	PUNCT
easat-8241	98	11	where	where	SCONJ
easat-8241	98	12	customer	customer	NOUN
easat-8241	98	13	choices	choice	NOUN
easat-8241	98	14	are	be	AUX
easat-8241	98	15	abundant	abundant	ADJ
easat-8241	98	16	and	and	CCONJ
easat-8241	98	17	switching	switch	VERB
easat-8241	98	18	costs	cost	NOUN
easat-8241	98	19	are	be	AUX
easat-8241	98	20	low	low	ADJ
easat-8241	98	21	,	,	PUNCT
easat-8241	98	22	strong	strong	ADJ
easat-8241	98	23	brand	brand	NOUN
easat-8241	98	24	equity	equity	NOUN
easat-8241	98	25	becomes	become	VERB
easat-8241	98	26	essential	essential	ADJ
easat-8241	98	27	for	for	ADP
easat-8241	98	28	building	build	VERB
easat-8241	98	29	long	long	ADJ
easat-8241	98	30	-	-	PUNCT
easat-8241	98	31	term	term	NOUN
easat-8241	98	32	customer	customer	NOUN
easat-8241	98	33	relationships	relationship	NOUN
easat-8241	98	34	and	and	CCONJ
easat-8241	98	35	sustaining	sustain	VERB
easat-8241	98	36	market	market	NOUN
easat-8241	98	37	performance	performance	NOUN
easat-8241	99	1	[	[	X
easat-8241	99	2	34	34	NUM
easat-8241	99	3	,	,	PUNCT
easat-8241	99	4	35	35	NUM
easat-8241	99	5	]	]	PUNCT
easat-8241	99	6	.	.	PUNCT
easat-8241	100	1	this	this	DET
easat-8241	100	2	study	study	NOUN
easat-8241	100	3	focuses	focus	VERB
easat-8241	100	4	on	on	ADP
easat-8241	100	5	three	three	NUM
easat-8241	100	6	widely	widely	ADV
easat-8241	100	7	recognized	recognize	VERB
easat-8241	100	8	dimensions	dimension	NOUN
easat-8241	100	9	of	of	ADP
easat-8241	100	10	brand	brand	NOUN
easat-8241	100	11	equity	equity	PROPN
easat-8241	100	12	:	:	PUNCT
easat-8241	100	13	brand	brand	NOUN
easat-8241	100	14	awareness	awareness	NOUN
easat-8241	100	15	,	,	PUNCT
easat-8241	100	16	brand	brand	NOUN
easat-8241	100	17	image	image	NOUN
easat-8241	100	18	,	,	PUNCT
easat-8241	100	19	and	and	CCONJ
easat-8241	100	20	brand	brand	NOUN
easat-8241	100	21	loyalty	loyalty	NOUN
easat-8241	100	22	.	.	PUNCT
easat-8241	101	1	brand	brand	NOUN
easat-8241	101	2	awareness	awareness	NOUN
easat-8241	101	3	refers	refer	VERB
easat-8241	101	4	to	to	ADP
easat-8241	101	5	consumers	consumer	NOUN
easat-8241	101	6	’	'	PUNCT
easat-8241	101	7	ability	ability	NOUN
easat-8241	101	8	to	to	PART
easat-8241	101	9	recognize	recognize	VERB
easat-8241	101	10	and	and	CCONJ
easat-8241	101	11	recall	recall	VERB
easat-8241	101	12	a	a	DET
easat-8241	101	13	brand	brand	NOUN
easat-8241	101	14	[	[	X
easat-8241	101	15	36	36	NUM
easat-8241	101	16	,	,	PUNCT
easat-8241	101	17	37	37	NUM
easat-8241	101	18	]	]	PUNCT
easat-8241	101	19	while	while	SCONJ
easat-8241	101	20	brand	brand	NOUN
easat-8241	101	21	image	image	NOUN
easat-8241	101	22	reflects	reflect	VERB
easat-8241	101	23	consumers	consumer	NOUN
easat-8241	101	24	’	’	PART
easat-8241	101	25	perceptions	perception	NOUN
easat-8241	101	26	,	,	PUNCT
easat-8241	101	27	associations	association	NOUN
easat-8241	101	28	,	,	PUNCT
easat-8241	101	29	and	and	CCONJ
easat-8241	101	30	beliefs	belief	NOUN
easat-8241	101	31	about	about	ADP
easat-8241	101	32	a	a	DET
easat-8241	101	33	brand	brand	NOUN
easat-8241	102	1	[	[	X
easat-8241	102	2	33	33	NUM
easat-8241	102	3	,	,	PUNCT
easat-8241	102	4	38	38	NUM
easat-8241	102	5	]	]	PUNCT
easat-8241	102	6	.	.	PUNCT
easat-8241	103	1	brand	brand	NOUN
easat-8241	103	2	loyalty	loyalty	NOUN
easat-8241	103	3	denotes	denote	VERB
easat-8241	103	4	the	the	DET
easat-8241	103	5	degree	degree	NOUN
easat-8241	103	6	of	of	ADP
easat-8241	103	7	customer	customer	NOUN
easat-8241	103	8	commitment	commitment	NOUN
easat-8241	103	9	and	and	CCONJ
easat-8241	103	10	repeated	repeat	VERB
easat-8241	103	11	purchase	purchase	NOUN
easat-8241	103	12	behavior	behavior	NOUN
easat-8241	103	13	[	[	X
easat-8241	103	14	39	39	NUM
easat-8241	103	15	,	,	PUNCT
easat-8241	103	16	40	40	NUM
easat-8241	103	17	]	]	PUNCT
easat-8241	103	18	.	.	PUNCT
easat-8241	104	1	together	together	ADV
easat-8241	104	2	,	,	PUNCT
easat-8241	104	3	these	these	DET
easat-8241	104	4	components	component	NOUN
easat-8241	104	5	form	form	VERB
easat-8241	104	6	the	the	DET
easat-8241	104	7	foundation	foundation	NOUN
easat-8241	104	8	of	of	ADP
easat-8241	104	9	customer	customer	NOUN
easat-8241	104	10	-	-	PUNCT
easat-8241	104	11	based	base	VERB
easat-8241	104	12	brand	brand	NOUN
easat-8241	104	13	equity	equity	NOUN
easat-8241	104	14	(	(	PUNCT
easat-8241	104	15	cbbe	cbbe	NOUN
easat-8241	104	16	)	)	PUNCT
easat-8241	104	17	.	.	PUNCT
easat-8241	105	1	as	as	SCONJ
easat-8241	105	2	digital	digital	ADJ
easat-8241	105	3	transformation	transformation	NOUN
easat-8241	105	4	accelerates	accelerate	VERB
easat-8241	105	5	,	,	PUNCT
easat-8241	105	6	recent	recent	ADJ
easat-8241	105	7	studies	study	NOUN
easat-8241	105	8	continue	continue	VERB
easat-8241	105	9	to	to	PART
easat-8241	105	10	highlight	highlight	VERB
easat-8241	105	11	the	the	DET
easat-8241	105	12	relevance	relevance	NOUN
easat-8241	105	13	of	of	ADP
easat-8241	105	14	these	these	DET
easat-8241	105	15	brand	brand	NOUN
easat-8241	105	16	equity	equity	NOUN
easat-8241	105	17	dimensions	dimension	NOUN
easat-8241	105	18	in	in	ADP
easat-8241	105	19	online	online	ADJ
easat-8241	105	20	contexts	contexts	NOUN
easat-8241	105	21	,	,	PUNCT
easat-8241	105	22	noting	note	VERB
easat-8241	105	23	their	their	PRON
easat-8241	105	24	importance	importance	NOUN
easat-8241	105	25	in	in	ADP
easat-8241	105	26	driving	drive	VERB
easat-8241	105	27	customer	customer	NOUN
easat-8241	105	28	engagement	engagement	NOUN
easat-8241	105	29	and	and	CCONJ
easat-8241	105	30	preference	preference	NOUN
easat-8241	106	1	[	[	X
easat-8241	106	2	41	41	NUM
easat-8241	106	3	,	,	PUNCT
easat-8241	106	4	42	42	NUM
easat-8241	106	5	]	]	PUNCT
easat-8241	106	6	.	.	PUNCT
easat-8241	107	1	thus	thus	ADV
easat-8241	107	2	,	,	PUNCT
easat-8241	107	3	a	a	DET
easat-8241	107	4	deeper	deep	ADJ
easat-8241	107	5	understanding	understanding	NOUN
easat-8241	107	6	of	of	ADP
easat-8241	107	7	brand	brand	NOUN
easat-8241	107	8	equity	equity	NOUN
easat-8241	107	9	remains	remain	VERB
easat-8241	107	10	critical	critical	ADJ
easat-8241	107	11	for	for	ADP
easat-8241	107	12	effective	effective	ADJ
easat-8241	107	13	brand	brand	NOUN
easat-8241	107	14	management	management	NOUN
easat-8241	107	15	in	in	ADP
easat-8241	107	16	today	today	NOUN
easat-8241	107	17	’s	’s	PART
easat-8241	107	18	digital	digital	ADJ
easat-8241	107	19	economy	economy	NOUN
easat-8241	107	20	.	.	PUNCT
easat-8241	108	1	2.5	2.5	NUM
easat-8241	108	2	.	.	PUNCT
easat-8241	109	1	hypotheses	hypothese	VERB
easat-8241	109	2	formulation	formulation	NOUN
easat-8241	109	3	gamification	gamification	NOUN
easat-8241	109	4	,	,	PUNCT
easat-8241	109	5	defined	define	VERB
easat-8241	109	6	as	as	ADP
easat-8241	109	7	the	the	DET
easat-8241	109	8	use	use	NOUN
easat-8241	109	9	of	of	ADP
easat-8241	109	10	game	game	NOUN
easat-8241	109	11	design	design	NOUN
easat-8241	109	12	elements	element	NOUN
easat-8241	109	13	in	in	ADP
easat-8241	109	14	non	non	ADJ
easat-8241	109	15	-	-	ADJ
easat-8241	109	16	game	game	ADJ
easat-8241	109	17	contexts	context	NOUN
easat-8241	110	1	[	[	X
easat-8241	110	2	1	1	X
easat-8241	110	3	]	]	PUNCT
easat-8241	110	4	has	have	AUX
easat-8241	110	5	become	become	VERB
easat-8241	110	6	a	a	DET
easat-8241	110	7	widely	widely	ADV
easat-8241	110	8	adopted	adopt	VERB
easat-8241	110	9	strategy	strategy	NOUN
easat-8241	110	10	in	in	ADP
easat-8241	110	11	digital	digital	ADJ
easat-8241	110	12	marketing	marketing	NOUN
easat-8241	110	13	to	to	PART
easat-8241	110	14	enhance	enhance	VERB
easat-8241	110	15	user	user	NOUN
easat-8241	110	16	engagement	engagement	NOUN
easat-8241	110	17	and	and	CCONJ
easat-8241	110	18	brand	brand	NOUN
easat-8241	110	19	interaction	interaction	NOUN
easat-8241	110	20	.	.	PUNCT
easat-8241	111	1	in	in	ADP
easat-8241	111	2	the	the	DET
easat-8241	111	3	context	context	NOUN
easat-8241	111	4	of	of	ADP
easat-8241	111	5	e	e	NOUN
easat-8241	111	6	-	-	NOUN
easat-8241	111	7	marketplaces	marketplace	NOUN
easat-8241	111	8	,	,	PUNCT
easat-8241	111	9	gamification	gamification	NOUN
easat-8241	111	10	mechanisms	mechanism	NOUN
easat-8241	111	11	such	such	ADJ
easat-8241	111	12	as	as	ADP
easat-8241	111	13	points	point	NOUN
easat-8241	111	14	,	,	PUNCT
easat-8241	111	15	rewards	reward	NOUN
easat-8241	111	16	,	,	PUNCT
easat-8241	111	17	progress	progress	NOUN
easat-8241	111	18	tracking	tracking	NOUN
easat-8241	111	19	,	,	PUNCT
easat-8241	111	20	and	and	CCONJ
easat-8241	111	21	social	social	ADJ
easat-8241	111	22	interaction	interaction	NOUN
easat-8241	111	23	can	can	AUX
easat-8241	111	24	create	create	VERB
easat-8241	111	25	more	more	ADV
easat-8241	111	26	engaging	engaging	ADJ
easat-8241	111	27	,	,	PUNCT
easat-8241	111	28	immersive	immersive	NOUN
easat-8241	111	29	,	,	PUNCT
easat-8241	111	30	and	and	CCONJ
easat-8241	111	31	rewarding	reward	VERB
easat-8241	111	32	customer	customer	NOUN
easat-8241	111	33	experiences	experience	NOUN
easat-8241	111	34	that	that	PRON
easat-8241	111	35	influence	influence	VERB
easat-8241	111	36	how	how	SCONJ
easat-8241	111	37	consumers	consumer	NOUN
easat-8241	111	38	perceive	perceive	VERB
easat-8241	111	39	and	and	CCONJ
easat-8241	111	40	connect	connect	VERB
easat-8241	111	41	with	with	ADP
easat-8241	111	42	a	a	DET
easat-8241	111	43	brand	brand	NOUN
easat-8241	111	44	.	.	PUNCT
easat-8241	112	1	brand	brand	NOUN
easat-8241	112	2	equity	equity	PROPN
easat-8241	112	3	,	,	PUNCT
easat-8241	112	4	comprising	comprise	VERB
easat-8241	112	5	brand	brand	NOUN
easat-8241	112	6	awareness	awareness	NOUN
easat-8241	112	7	,	,	PUNCT
easat-8241	112	8	brand	brand	NOUN
easat-8241	112	9	image	image	NOUN
easat-8241	112	10	,	,	PUNCT
easat-8241	112	11	and	and	CCONJ
easat-8241	112	12	brand	brand	NOUN
easat-8241	112	13	loyalty	loyalty	NOUN
easat-8241	112	14	[	[	X
easat-8241	112	15	32	32	NUM
easat-8241	112	16	,	,	PUNCT
easat-8241	112	17	33	33	NUM
easat-8241	112	18	]	]	PUNCT
easat-8241	112	19	is	be	AUX
easat-8241	112	20	significantly	significantly	ADV
easat-8241	112	21	influenced	influence	VERB
easat-8241	112	22	by	by	ADP
easat-8241	112	23	the	the	DET
easat-8241	112	24	way	way	NOUN
easat-8241	112	25	customers	customer	NOUN
easat-8241	112	26	experience	experience	VERB
easat-8241	112	27	and	and	CCONJ
easat-8241	112	28	interact	interact	VERB
easat-8241	112	29	with	with	ADP
easat-8241	112	30	a	a	DET
easat-8241	112	31	brand	brand	NOUN
easat-8241	112	32	.	.	PUNCT
easat-8241	113	1	gamification	gamification	NOUN
easat-8241	113	2	has	have	AUX
easat-8241	113	3	been	be	AUX
easat-8241	113	4	shown	show	VERB
easat-8241	113	5	to	to	PART
easat-8241	113	6	support	support	VERB
easat-8241	113	7	brand	brand	NOUN
easat-8241	113	8	awareness	awareness	NOUN
easat-8241	113	9	by	by	ADP
easat-8241	113	10	increasing	increase	VERB
easat-8241	113	11	interaction	interaction	NOUN
easat-8241	113	12	frequency	frequency	NOUN
easat-8241	113	13	and	and	CCONJ
easat-8241	113	14	enhancing	enhance	VERB
easat-8241	113	15	memorability	memorability	NOUN
easat-8241	113	16	through	through	ADP
easat-8241	113	17	engaging	engage	VERB
easat-8241	113	18	content	content	NOUN
easat-8241	113	19	[	[	X
easat-8241	113	20	43	43	NUM
easat-8241	113	21	]	]	PUNCT
easat-8241	113	22	.	.	PUNCT
easat-8241	114	1	it	it	PRON
easat-8241	114	2	also	also	ADV
easat-8241	114	3	shapes	shape	VERB
easat-8241	114	4	brand	brand	NOUN
easat-8241	114	5	image	image	NOUN
easat-8241	114	6	by	by	ADP
easat-8241	114	7	creating	create	VERB
easat-8241	114	8	fun	fun	NOUN
easat-8241	114	9	,	,	PUNCT
easat-8241	114	10	dynamic	dynamic	ADJ
easat-8241	114	11	,	,	PUNCT
easat-8241	114	12	and	and	CCONJ
easat-8241	114	13	innovative	innovative	ADJ
easat-8241	114	14	brand	brand	NOUN
easat-8241	114	15	experiences	experience	NOUN
easat-8241	114	16	that	that	PRON
easat-8241	114	17	are	be	AUX
easat-8241	114	18	associated	associate	VERB
easat-8241	114	19	with	with	ADP
easat-8241	114	20	enjoyment	enjoyment	NOUN
easat-8241	114	21	and	and	CCONJ
easat-8241	114	22	motivation	motivation	NOUN
easat-8241	114	23	[	[	X
easat-8241	114	24	2	2	NUM
easat-8241	114	25	]	]	PUNCT
easat-8241	114	26	.	.	PUNCT
easat-8241	115	1	moreover	moreover	ADV
easat-8241	115	2	,	,	PUNCT
easat-8241	115	3	gamification	gamification	NOUN
easat-8241	115	4	strengthens	strengthen	VERB
easat-8241	115	5	brand	brand	NOUN
easat-8241	115	6	loyalty	loyalty	NOUN
easat-8241	115	7	by	by	ADP
easat-8241	115	8	fostering	foster	VERB
easat-8241	115	9	repeated	repeat	VERB
easat-8241	115	10	engagement	engagement	NOUN
easat-8241	115	11	,	,	PUNCT
easat-8241	115	12	emotional	emotional	ADJ
easat-8241	115	13	connection	connection	NOUN
easat-8241	115	14	,	,	PUNCT
easat-8241	115	15	and	and	CCONJ
easat-8241	115	16	perceived	perceive	VERB
easat-8241	115	17	value	value	NOUN
easat-8241	115	18	,	,	PUNCT
easat-8241	115	19	which	which	PRON
easat-8241	115	20	encourages	encourage	VERB
easat-8241	115	21	repurchase	repurchase	NOUN
easat-8241	115	22	behavior	behavior	NOUN
easat-8241	115	23	and	and	CCONJ
easat-8241	115	24	brand	brand	NOUN
easat-8241	115	25	advocacy	advocacy	NOUN
easat-8241	115	26	[	[	X
easat-8241	115	27	8	8	NUM
easat-8241	115	28	]	]	PUNCT
easat-8241	115	29	.	.	PUNCT
easat-8241	116	1	empirical	empirical	ADJ
easat-8241	116	2	studies	study	NOUN
easat-8241	116	3	support	support	VERB
easat-8241	116	4	this	this	DET
easat-8241	116	5	connection	connection	NOUN
easat-8241	116	6	.	.	PUNCT
easat-8241	117	1	xi	xi	NOUN
easat-8241	118	1	and	and	CCONJ
easat-8241	118	2	juho	juho	VERB
easat-8241	118	3	[	[	X
easat-8241	118	4	20	20	NUM
easat-8241	118	5	]	]	PUNCT
easat-8241	118	6	found	find	VERB
easat-8241	118	7	that	that	SCONJ
easat-8241	118	8	gamification	gamification	NOUN
easat-8241	118	9	in	in	ADP
easat-8241	118	10	e	e	NOUN
easat-8241	118	11	-	-	NOUN
easat-8241	118	12	commerce	commerce	NOUN
easat-8241	118	13	positively	positively	ADV
easat-8241	118	14	impacts	impact	VERB
easat-8241	118	15	user	user	NOUN
easat-8241	118	16	engagement	engagement	NOUN
easat-8241	118	17	and	and	CCONJ
easat-8241	118	18	brand	brand	NOUN
easat-8241	118	19	-	-	PUNCT
easat-8241	118	20	related	relate	VERB
easat-8241	118	21	outcomes	outcome	NOUN
easat-8241	118	22	,	,	PUNCT
easat-8241	118	23	including	include	VERB
easat-8241	118	24	trust	trust	NOUN
easat-8241	118	25	and	and	CCONJ
easat-8241	118	26	loyalty	loyalty	NOUN
easat-8241	118	27	.	.	PUNCT
easat-8241	119	1	sailer	sailer	NOUN
easat-8241	119	2	,	,	PUNCT
easat-8241	119	3	et	et	PROPN
easat-8241	119	4	al	al	PROPN
easat-8241	119	5	.	.	PUNCT
easat-8241	120	1	[	[	X
easat-8241	120	2	6	6	NUM
easat-8241	120	3	]	]	PUNCT
easat-8241	120	4	also	also	ADV
easat-8241	120	5	demonstrate	demonstrate	VERB
easat-8241	120	6	that	that	SCONJ
easat-8241	120	7	well	well	ADV
easat-8241	120	8	-	-	PUNCT
easat-8241	120	9	implemented	implement	VERB
easat-8241	120	10	gamification	gamification	NOUN
easat-8241	120	11	elements	element	NOUN
easat-8241	120	12	satisfy	satisfy	VERB
easat-8241	120	13	psychological	psychological	ADJ
easat-8241	120	14	needs	need	NOUN
easat-8241	120	15	and	and	CCONJ
easat-8241	120	16	increase	increase	VERB
easat-8241	120	17	users	user	NOUN
easat-8241	120	18	’	'	PUNCT
easat-8241	120	19	attachment	attachment	NOUN
easat-8241	120	20	to	to	ADP
easat-8241	120	21	the	the	DET
easat-8241	120	22	brand	brand	NOUN
easat-8241	120	23	,	,	PUNCT
easat-8241	120	24	thereby	thereby	ADV
easat-8241	120	25	enhancing	enhance	VERB
easat-8241	120	26	overall	overall	ADJ
easat-8241	120	27	brand	brand	NOUN
easat-8241	120	28	equity	equity	NOUN
easat-8241	120	29	.	.	PUNCT
easat-8241	121	1	in	in	ADP
easat-8241	121	2	conclusion	conclusion	NOUN
easat-8241	121	3	,	,	PUNCT
easat-8241	121	4	gamification	gamification	NOUN
easat-8241	121	5	contributes	contribute	VERB
easat-8241	121	6	to	to	ADP
easat-8241	121	7	brand	brand	NOUN
easat-8241	121	8	equity	equity	NOUN
easat-8241	121	9	by	by	ADP
easat-8241	121	10	enhancing	enhance	VERB
easat-8241	121	11	consumer	consumer	NOUN
easat-8241	121	12	interaction	interaction	NOUN
easat-8241	121	13	,	,	PUNCT
easat-8241	121	14	perception	perception	NOUN
easat-8241	121	15	,	,	PUNCT
easat-8241	121	16	and	and	CCONJ
easat-8241	121	17	loyalty	loyalty	NOUN
easat-8241	121	18	.	.	PUNCT
easat-8241	122	1	based	base	VERB
easat-8241	122	2	on	on	ADP
easat-8241	122	3	this	this	DET
easat-8241	122	4	theoretical	theoretical	ADJ
easat-8241	122	5	and	and	CCONJ
easat-8241	122	6	empirical	empirical	ADJ
easat-8241	122	7	foundation	foundation	NOUN
easat-8241	122	8	,	,	PUNCT
easat-8241	122	9	the	the	DET
easat-8241	122	10	following	follow	VERB
easat-8241	122	11	hypothesis	hypothesis	NOUN
easat-8241	122	12	is	be	AUX
easat-8241	122	13	proposed	propose	VERB
easat-8241	122	14	:	:	PUNCT
easat-8241	122	15	h1	h1	NOUN
easat-8241	122	16	:	:	PUNCT
easat-8241	122	17	gamification	gamification	NOUN
easat-8241	122	18	positively	positively	ADV
easat-8241	122	19	affects	affect	VERB
easat-8241	122	20	brand	brand	NOUN
easat-8241	122	21	equity	equity	NOUN
easat-8241	122	22	.	.	PUNCT
easat-8241	123	1	the	the	DET
easat-8241	123	2	customer	customer	NOUN
easat-8241	123	3	-	-	PUNCT
easat-8241	123	4	based	base	VERB
easat-8241	123	5	brand	brand	NOUN
easat-8241	123	6	equity	equity	NOUN
easat-8241	123	7	(	(	PUNCT
easat-8241	123	8	cbbe	cbbe	NOUN
easat-8241	123	9	)	)	PUNCT
easat-8241	123	10	model	model	NOUN
easat-8241	123	11	by	by	ADP
easat-8241	123	12	keller	keller	PROPN
easat-8241	124	1	[	[	X
easat-8241	124	2	33	33	NUM
easat-8241	124	3	]	]	PUNCT
easat-8241	124	4	emphasizes	emphasize	VERB
easat-8241	124	5	that	that	SCONJ
easat-8241	124	6	brand	brand	NOUN
easat-8241	124	7	equity	equity	NOUN
easat-8241	124	8	is	be	AUX
easat-8241	124	9	built	build	VERB
easat-8241	124	10	through	through	ADP
easat-8241	124	11	favorable	favorable	ADJ
easat-8241	124	12	brand	brand	NOUN
easat-8241	124	13	awareness	awareness	NOUN
easat-8241	124	14	,	,	PUNCT
easat-8241	124	15	brand	brand	NOUN
easat-8241	124	16	image	image	NOUN
easat-8241	124	17	,	,	PUNCT
easat-8241	124	18	and	and	CCONJ
easat-8241	124	19	brand	brand	NOUN
easat-8241	124	20	loyalty	loyalty	NOUN
easat-8241	124	21	dimensions	dimension	NOUN
easat-8241	124	22	that	that	PRON
easat-8241	124	23	are	be	AUX
easat-8241	124	24	all	all	PRON
easat-8241	124	25	influenced	influence	VERB
easat-8241	124	26	by	by	ADP
easat-8241	124	27	customer	customer	NOUN
easat-8241	124	28	experience	experience	NOUN
easat-8241	124	29	.	.	PUNCT
easat-8241	125	1	a	a	DET
easat-8241	125	2	well	well	ADV
easat-8241	125	3	-	-	PUNCT
easat-8241	125	4	executed	execute	VERB
easat-8241	125	5	customer	customer	NOUN
easat-8241	125	6	experience	experience	NOUN
easat-8241	125	7	strategy	strategy	NOUN
easat-8241	125	8	helps	help	VERB
easat-8241	125	9	customers	customer	NOUN
easat-8241	125	10	form	form	VERB
easat-8241	125	11	strong	strong	ADJ
easat-8241	125	12	emotional	emotional	ADJ
easat-8241	125	13	connections	connection	NOUN
easat-8241	125	14	with	with	ADP
easat-8241	125	15	the	the	DET
easat-8241	125	16	brand	brand	NOUN
easat-8241	125	17	,	,	PUNCT
easat-8241	125	18	fosters	foster	VERB
easat-8241	125	19	trust	trust	NOUN
easat-8241	125	20	,	,	PUNCT
easat-8241	125	21	and	and	CCONJ
easat-8241	125	22	encourages	encourage	VERB
easat-8241	125	23	repeat	repeat	NOUN
easat-8241	125	24	interactions	interaction	NOUN
easat-8241	125	25	,	,	PUNCT
easat-8241	125	26	which	which	PRON
easat-8241	125	27	in	in	ADP
easat-8241	125	28	turn	turn	NOUN
easat-8241	125	29	enhance	enhance	VERB
easat-8241	125	30	brand	brand	NOUN
easat-8241	125	31	recognition	recognition	NOUN
easat-8241	125	32	,	,	PUNCT
easat-8241	125	33	positive	positive	ADJ
easat-8241	125	34	associations	association	NOUN
easat-8241	125	35	,	,	PUNCT
easat-8241	125	36	and	and	CCONJ
easat-8241	125	37	customer	customer	NOUN
easat-8241	125	38	commitment	commitment	NOUN
easat-8241	125	39	[	[	X
easat-8241	125	40	44	44	NUM
easat-8241	125	41	,	,	PUNCT
easat-8241	125	42	45	45	NUM
easat-8241	125	43	]	]	PUNCT
easat-8241	125	44	.	.	PUNCT
easat-8241	126	1	theoretical	theoretical	ADJ
easat-8241	126	2	frameworks	framework	NOUN
easat-8241	126	3	further	far	ADV
easat-8241	126	4	support	support	VERB
easat-8241	126	5	this	this	DET
easat-8241	126	6	relationship	relationship	NOUN
easat-8241	126	7	.	.	PUNCT
easat-8241	127	1	according	accord	VERB
easat-8241	127	2	to	to	ADP
easat-8241	127	3	the	the	DET
easat-8241	127	4	theory	theory	NOUN
easat-8241	127	5	of	of	ADP
easat-8241	127	6	planned	plan	VERB
easat-8241	127	7	behavior	behavior	NOUN
easat-8241	127	8	[	[	X
easat-8241	127	9	46	46	NUM
easat-8241	127	10	]	]	SYM
easat-8241	127	11	1788	1788	NUM
easat-8241	127	12	edelweiss	edelweiss	PROPN
easat-8241	127	13	applied	apply	VERB
easat-8241	127	14	science	science	NOUN
easat-8241	127	15	and	and	CCONJ
easat-8241	127	16	technology	technology	NOUN
easat-8241	127	17	issn	issn	PROPN
easat-8241	127	18	:	:	PUNCT
easat-8241	127	19	2576	2576	NUM
easat-8241	127	20	-	-	SYM
easat-8241	127	21	8484	8484	NUM
easat-8241	127	22	vol	vol	NOUN
easat-8241	127	23	.	.	PROPN
easat-8241	128	1	9	9	NUM
easat-8241	128	2	,	,	PUNCT
easat-8241	128	3	no	no	INTJ
easat-8241	128	4	.	.	NOUN
easat-8241	128	5	6	6	NUM
easat-8241	128	6	:	:	SYM
easat-8241	128	7	1784	1784	NUM
easat-8241	128	8	-	-	SYM
easat-8241	128	9	1798	1798	NUM
easat-8241	128	10	,	,	PUNCT
easat-8241	128	11	2025	2025	NUM
easat-8241	128	12	doi	doi	NOUN
easat-8241	128	13	:	:	PUNCT
easat-8241	128	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	128	15	©	©	PROPN
easat-8241	128	16	2025	2025	NUM
easat-8241	128	17	by	by	ADP
easat-8241	128	18	the	the	DET
easat-8241	128	19	authors	author	NOUN
easat-8241	128	20	;	;	PUNCT
easat-8241	128	21	licensee	licensee	PROPN
easat-8241	128	22	learning	learning	NOUN
easat-8241	128	23	gate	gate	VERB
easat-8241	128	24	positive	positive	ADJ
easat-8241	128	25	attitudes	attitude	NOUN
easat-8241	128	26	shaped	shape	VERB
easat-8241	128	27	by	by	ADP
easat-8241	128	28	meaningful	meaningful	ADJ
easat-8241	128	29	experiences	experience	NOUN
easat-8241	128	30	drive	drive	VERB
easat-8241	128	31	stronger	strong	ADJ
easat-8241	128	32	behavioral	behavioral	ADJ
easat-8241	128	33	intentions	intention	NOUN
easat-8241	128	34	,	,	PUNCT
easat-8241	128	35	such	such	ADJ
easat-8241	128	36	as	as	ADP
easat-8241	128	37	brand	brand	NOUN
easat-8241	128	38	preference	preference	NOUN
easat-8241	128	39	and	and	CCONJ
easat-8241	128	40	loyalty	loyalty	NOUN
easat-8241	128	41	,	,	PUNCT
easat-8241	128	42	which	which	PRON
easat-8241	128	43	are	be	AUX
easat-8241	128	44	key	key	ADJ
easat-8241	128	45	indicators	indicator	NOUN
easat-8241	128	46	of	of	ADP
easat-8241	128	47	brand	brand	NOUN
easat-8241	128	48	equity	equity	NOUN
easat-8241	128	49	.	.	PUNCT
easat-8241	129	1	self	self	NOUN
easat-8241	129	2	-	-	PUNCT
easat-8241	129	3	determination	determination	NOUN
easat-8241	129	4	theory	theory	NOUN
easat-8241	129	5	[	[	X
easat-8241	129	6	5	5	NUM
easat-8241	129	7	]	]	PUNCT
easat-8241	129	8	also	also	ADV
easat-8241	129	9	suggests	suggest	VERB
easat-8241	129	10	that	that	SCONJ
easat-8241	129	11	experiences	experience	NOUN
easat-8241	129	12	that	that	PRON
easat-8241	129	13	meet	meet	VERB
easat-8241	129	14	psychological	psychological	ADJ
easat-8241	129	15	needs	need	NOUN
easat-8241	129	16	(	(	PUNCT
easat-8241	129	17	e.g.	e.g.	ADV
easat-8241	129	18	,	,	PUNCT
easat-8241	129	19	autonomy	autonomy	NOUN
easat-8241	129	20	,	,	PUNCT
easat-8241	129	21	competence	competence	NOUN
easat-8241	129	22	,	,	PUNCT
easat-8241	129	23	relatedness	relatedness	NOUN
easat-8241	129	24	)	)	PUNCT
easat-8241	129	25	generate	generate	VERB
easat-8241	129	26	intrinsic	intrinsic	ADJ
easat-8241	129	27	motivation	motivation	NOUN
easat-8241	129	28	and	and	CCONJ
easat-8241	129	29	emotional	emotional	ADJ
easat-8241	129	30	attachment	attachment	NOUN
easat-8241	129	31	,	,	PUNCT
easat-8241	129	32	reinforcing	reinforce	VERB
easat-8241	129	33	a	a	DET
easat-8241	129	34	brand	brand	NOUN
easat-8241	129	35	’s	’s	PART
easat-8241	129	36	perceived	perceive	VERB
easat-8241	129	37	value	value	NOUN
easat-8241	129	38	.	.	PUNCT
easat-8241	130	1	empirical	empirical	ADJ
easat-8241	130	2	studies	study	NOUN
easat-8241	130	3	affirm	affirm	VERB
easat-8241	130	4	the	the	DET
easat-8241	130	5	role	role	NOUN
easat-8241	130	6	of	of	ADP
easat-8241	130	7	customer	customer	NOUN
easat-8241	130	8	experience	experience	NOUN
easat-8241	130	9	in	in	ADP
easat-8241	130	10	brand	brand	NOUN
easat-8241	130	11	equity	equity	NOUN
easat-8241	130	12	formation	formation	NOUN
easat-8241	130	13	.	.	PUNCT
easat-8241	131	1	ismail	ismail	PROPN
easat-8241	131	2	,	,	PUNCT
easat-8241	131	3	et	et	PROPN
easat-8241	131	4	al	al	PROPN
easat-8241	131	5	.	.	PUNCT
easat-8241	132	1	[	[	X
easat-8241	132	2	47	47	NUM
easat-8241	132	3	]	]	PUNCT
easat-8241	132	4	found	find	VERB
easat-8241	132	5	that	that	SCONJ
easat-8241	132	6	a	a	DET
easat-8241	132	7	seamless	seamless	ADJ
easat-8241	132	8	and	and	CCONJ
easat-8241	132	9	enjoyable	enjoyable	ADJ
easat-8241	132	10	customer	customer	NOUN
easat-8241	132	11	experience	experience	NOUN
easat-8241	132	12	enhances	enhance	VERB
easat-8241	132	13	brand	brand	NOUN
easat-8241	132	14	awareness	awareness	NOUN
easat-8241	132	15	and	and	CCONJ
easat-8241	132	16	engagement	engagement	NOUN
easat-8241	132	17	on	on	ADP
easat-8241	132	18	digital	digital	ADJ
easat-8241	132	19	platforms	platform	NOUN
easat-8241	132	20	.	.	PUNCT
easat-8241	133	1	additionally	additionally	ADV
easat-8241	133	2	,	,	PUNCT
easat-8241	133	3	alam	alam	PROPN
easat-8241	133	4	,	,	PUNCT
easat-8241	133	5	et	et	PROPN
easat-8241	133	6	al	al	PROPN
easat-8241	133	7	.	.	PUNCT
easat-8241	134	1	[	[	X
easat-8241	134	2	48	48	NUM
easat-8241	134	3	]	]	PUNCT
easat-8241	134	4	observed	observe	VERB
easat-8241	134	5	that	that	SCONJ
easat-8241	134	6	personalized	personalize	VERB
easat-8241	134	7	,	,	PUNCT
easat-8241	134	8	emotionally	emotionally	ADV
easat-8241	134	9	resonant	resonant	ADJ
easat-8241	134	10	experiences	experience	NOUN
easat-8241	134	11	significantly	significantly	ADV
easat-8241	134	12	influence	influence	VERB
easat-8241	134	13	brand	brand	NOUN
easat-8241	134	14	perception	perception	NOUN
easat-8241	134	15	,	,	PUNCT
easat-8241	134	16	trust	trust	NOUN
easat-8241	134	17	,	,	PUNCT
easat-8241	134	18	and	and	CCONJ
easat-8241	134	19	customer	customer	NOUN
easat-8241	134	20	loyalty	loyalty	NOUN
easat-8241	134	21	core	core	NOUN
easat-8241	134	22	components	component	NOUN
easat-8241	134	23	of	of	ADP
easat-8241	134	24	brand	brand	NOUN
easat-8241	134	25	equity	equity	NOUN
easat-8241	134	26	.	.	PUNCT
easat-8241	135	1	in	in	ADP
easat-8241	135	2	summary	summary	NOUN
easat-8241	135	3	,	,	PUNCT
easat-8241	135	4	customer	customer	NOUN
easat-8241	135	5	experience	experience	NOUN
easat-8241	135	6	plays	play	VERB
easat-8241	135	7	a	a	DET
easat-8241	135	8	foundational	foundational	ADJ
easat-8241	135	9	role	role	NOUN
easat-8241	135	10	in	in	ADP
easat-8241	135	11	shaping	shape	VERB
easat-8241	135	12	brand	brand	NOUN
easat-8241	135	13	equity	equity	NOUN
easat-8241	135	14	by	by	ADP
easat-8241	135	15	influencing	influence	VERB
easat-8241	135	16	how	how	SCONJ
easat-8241	135	17	consumers	consumer	NOUN
easat-8241	135	18	perceive	perceive	VERB
easat-8241	135	19	,	,	PUNCT
easat-8241	135	20	evaluate	evaluate	VERB
easat-8241	135	21	,	,	PUNCT
easat-8241	135	22	and	and	CCONJ
easat-8241	135	23	remain	remain	VERB
easat-8241	135	24	loyal	loyal	ADJ
easat-8241	135	25	to	to	ADP
easat-8241	135	26	a	a	DET
easat-8241	135	27	brand	brand	NOUN
easat-8241	135	28	.	.	PUNCT
easat-8241	136	1	based	base	VERB
easat-8241	136	2	on	on	ADP
easat-8241	136	3	these	these	DET
easat-8241	136	4	theoretical	theoretical	ADJ
easat-8241	136	5	and	and	CCONJ
easat-8241	136	6	empirical	empirical	ADJ
easat-8241	136	7	insights	insight	NOUN
easat-8241	136	8	,	,	PUNCT
easat-8241	136	9	this	this	DET
easat-8241	136	10	study	study	NOUN
easat-8241	136	11	proposes	propose	VERB
easat-8241	136	12	the	the	DET
easat-8241	136	13	following	follow	VERB
easat-8241	136	14	hypothesis	hypothesis	NOUN
easat-8241	136	15	:	:	PUNCT
easat-8241	136	16	h2	h2	NOUN
easat-8241	136	17	:	:	PUNCT
easat-8241	136	18	customer	customer	NOUN
easat-8241	136	19	experience	experience	NOUN
easat-8241	136	20	positively	positively	ADV
easat-8241	136	21	affects	affect	VERB
easat-8241	136	22	brand	brand	NOUN
easat-8241	136	23	equity	equity	PROPN
easat-8241	136	24	brand	brand	PROPN
easat-8241	136	25	equity	equity	PROPN
easat-8241	136	26	,	,	PUNCT
easat-8241	136	27	as	as	SCONJ
easat-8241	136	28	conceptualized	conceptualize	VERB
easat-8241	136	29	by	by	ADP
easat-8241	136	30	aaker	aaker	NOUN
easat-8241	136	31	[	[	X
easat-8241	136	32	32	32	NUM
easat-8241	136	33	]	]	PUNCT
easat-8241	136	34	and	and	CCONJ
easat-8241	136	35	keller	keller	PROPN
easat-8241	136	36	[	[	X
easat-8241	136	37	33	33	NUM
easat-8241	136	38	]	]	PUNCT
easat-8241	136	39	is	be	AUX
easat-8241	136	40	built	build	VERB
easat-8241	136	41	through	through	ADP
easat-8241	136	42	brand	brand	NOUN
easat-8241	136	43	awareness	awareness	NOUN
easat-8241	136	44	,	,	PUNCT
easat-8241	136	45	brand	brand	NOUN
easat-8241	136	46	image	image	NOUN
easat-8241	136	47	,	,	PUNCT
easat-8241	136	48	and	and	CCONJ
easat-8241	136	49	brand	brand	NOUN
easat-8241	136	50	loyalty	loyalty	NOUN
easat-8241	136	51	.	.	PUNCT
easat-8241	137	1	customer	customer	NOUN
easat-8241	137	2	engagement	engagement	NOUN
easat-8241	137	3	enhances	enhance	VERB
easat-8241	137	4	brand	brand	NOUN
easat-8241	137	5	awareness	awareness	NOUN
easat-8241	137	6	by	by	ADP
easat-8241	137	7	increasing	increase	VERB
easat-8241	137	8	exposure	exposure	NOUN
easat-8241	137	9	and	and	CCONJ
easat-8241	137	10	reinforcing	reinforce	VERB
easat-8241	137	11	recall	recall	NOUN
easat-8241	137	12	through	through	ADP
easat-8241	137	13	frequent	frequent	ADJ
easat-8241	137	14	and	and	CCONJ
easat-8241	137	15	meaningful	meaningful	ADJ
easat-8241	137	16	interactions	interaction	NOUN
easat-8241	137	17	[	[	X
easat-8241	137	18	49	49	NUM
easat-8241	137	19	]	]	PUNCT
easat-8241	137	20	.	.	PUNCT
easat-8241	138	1	these	these	DET
easat-8241	138	2	repeated	repeat	VERB
easat-8241	138	3	interactions	interaction	NOUN
easat-8241	138	4	also	also	ADV
easat-8241	138	5	strengthen	strengthen	VERB
easat-8241	138	6	brand	brand	NOUN
easat-8241	138	7	image	image	NOUN
easat-8241	138	8	by	by	ADP
easat-8241	138	9	co	co	VERB
easat-8241	138	10	-	-	VERB
easat-8241	138	11	creating	create	VERB
easat-8241	138	12	and	and	CCONJ
easat-8241	138	13	reinforcing	reinforce	VERB
easat-8241	138	14	positive	positive	ADJ
easat-8241	138	15	brand	brand	NOUN
easat-8241	138	16	associations	association	NOUN
easat-8241	138	17	,	,	PUNCT
easat-8241	138	18	consistent	consistent	ADJ
easat-8241	138	19	with	with	ADP
easat-8241	138	20	self	self	NOUN
easat-8241	138	21	-	-	PUNCT
easat-8241	138	22	congruity	congruity	NOUN
easat-8241	138	23	theory	theory	NOUN
easat-8241	138	24	,	,	PUNCT
easat-8241	138	25	which	which	PRON
easat-8241	138	26	suggests	suggest	VERB
easat-8241	138	27	that	that	SCONJ
easat-8241	138	28	brand	brand	NOUN
easat-8241	138	29	alignment	alignment	NOUN
easat-8241	138	30	with	with	ADP
easat-8241	138	31	a	a	DET
easat-8241	138	32	consumer	consumer	NOUN
easat-8241	138	33	’s	’s	PART
easat-8241	138	34	selfconcept	selfconcept	NOUN
easat-8241	138	35	deepens	deepen	VERB
easat-8241	138	36	favorable	favorable	ADJ
easat-8241	138	37	perceptions	perception	NOUN
easat-8241	138	38	[	[	X
easat-8241	138	39	50	50	NUM
easat-8241	138	40	]	]	PUNCT
easat-8241	138	41	.	.	PUNCT
easat-8241	139	1	moreover	moreover	ADV
easat-8241	139	2	,	,	PUNCT
easat-8241	139	3	engaged	engaged	ADJ
easat-8241	139	4	customers	customer	NOUN
easat-8241	139	5	tend	tend	VERB
easat-8241	139	6	to	to	PART
easat-8241	139	7	exhibit	exhibit	VERB
easat-8241	139	8	higher	high	ADJ
easat-8241	139	9	levels	level	NOUN
easat-8241	139	10	of	of	ADP
easat-8241	139	11	brand	brand	NOUN
easat-8241	139	12	loyalty	loyalty	NOUN
easat-8241	139	13	.	.	PUNCT
easat-8241	140	1	the	the	DET
easat-8241	140	2	theory	theory	NOUN
easat-8241	140	3	of	of	ADP
easat-8241	140	4	relationship	relationship	NOUN
easat-8241	140	5	marketing	marketing	NOUN
easat-8241	140	6	[	[	X
easat-8241	140	7	51	51	NUM
easat-8241	140	8	]	]	PUNCT
easat-8241	140	9	posits	posit	NOUN
easat-8241	140	10	that	that	SCONJ
easat-8241	140	11	frequent	frequent	ADJ
easat-8241	140	12	,	,	PUNCT
easat-8241	140	13	trust	trust	NOUN
easat-8241	140	14	-	-	PUNCT
easat-8241	140	15	building	building	NOUN
easat-8241	140	16	interactions	interaction	NOUN
easat-8241	140	17	foster	foster	ADJ
easat-8241	140	18	emotional	emotional	ADJ
easat-8241	140	19	attachment	attachment	NOUN
easat-8241	140	20	and	and	CCONJ
easat-8241	140	21	long	long	ADJ
easat-8241	140	22	-	-	PUNCT
easat-8241	140	23	term	term	NOUN
easat-8241	140	24	commitment	commitment	NOUN
easat-8241	140	25	.	.	PUNCT
easat-8241	141	1	self	self	NOUN
easat-8241	141	2	-	-	PUNCT
easat-8241	141	3	determination	determination	NOUN
easat-8241	141	4	theory	theory	NOUN
easat-8241	141	5	[	[	X
easat-8241	141	6	52	52	NUM
easat-8241	141	7	]	]	PUNCT
easat-8241	141	8	further	far	ADV
easat-8241	141	9	explains	explain	VERB
easat-8241	141	10	that	that	SCONJ
easat-8241	141	11	when	when	SCONJ
easat-8241	141	12	customer	customer	NOUN
easat-8241	141	13	engagement	engagement	NOUN
easat-8241	141	14	satisfies	satisfy	VERB
easat-8241	141	15	psychological	psychological	ADJ
easat-8241	141	16	needs	need	NOUN
easat-8241	141	17	like	like	ADP
easat-8241	141	18	autonomy	autonomy	NOUN
easat-8241	141	19	and	and	CCONJ
easat-8241	141	20	relatedness	relatedness	NOUN
easat-8241	141	21	,	,	PUNCT
easat-8241	141	22	it	it	PRON
easat-8241	141	23	leads	lead	VERB
easat-8241	141	24	to	to	ADP
easat-8241	141	25	intrinsic	intrinsic	ADJ
easat-8241	141	26	motivation	motivation	NOUN
easat-8241	141	27	and	and	CCONJ
easat-8241	141	28	stronger	strong	ADJ
easat-8241	141	29	loyalty	loyalty	NOUN
easat-8241	141	30	behaviors	behavior	NOUN
easat-8241	141	31	.	.	PUNCT
easat-8241	142	1	empirical	empirical	ADJ
easat-8241	142	2	studies	study	NOUN
easat-8241	142	3	across	across	ADP
easat-8241	142	4	sectors	sector	NOUN
easat-8241	142	5	confirm	confirm	VERB
easat-8241	142	6	that	that	SCONJ
easat-8241	142	7	higher	high	ADJ
easat-8241	142	8	engagement	engagement	NOUN
easat-8241	142	9	correlates	correlate	VERB
easat-8241	142	10	with	with	ADP
easat-8241	142	11	increased	increase	VERB
easat-8241	142	12	brand	brand	NOUN
easat-8241	142	13	equity	equity	NOUN
easat-8241	142	14	by	by	ADP
easat-8241	142	15	improving	improve	VERB
easat-8241	142	16	brand	brand	NOUN
easat-8241	142	17	recall	recall	NOUN
easat-8241	142	18	,	,	PUNCT
easat-8241	142	19	enhancing	enhance	VERB
easat-8241	142	20	brand	brand	NOUN
easat-8241	142	21	image	image	NOUN
easat-8241	142	22	,	,	PUNCT
easat-8241	142	23	and	and	CCONJ
easat-8241	142	24	reinforcing	reinforce	VERB
easat-8241	142	25	customer	customer	NOUN
easat-8241	142	26	commitment	commitment	NOUN
easat-8241	142	27	.	.	PUNCT
easat-8241	143	1	in	in	ADP
easat-8241	143	2	summary	summary	NOUN
easat-8241	143	3	,	,	PUNCT
easat-8241	143	4	customer	customer	NOUN
easat-8241	143	5	engagement	engagement	NOUN
easat-8241	143	6	contributes	contribute	VERB
easat-8241	143	7	to	to	ADP
easat-8241	143	8	brand	brand	NOUN
easat-8241	143	9	equity	equity	NOUN
easat-8241	143	10	by	by	ADP
easat-8241	143	11	fostering	foster	VERB
easat-8241	143	12	stronger	strong	ADJ
easat-8241	143	13	emotional	emotional	ADJ
easat-8241	143	14	bonds	bond	NOUN
easat-8241	143	15	,	,	PUNCT
easat-8241	143	16	deeper	deep	ADJ
easat-8241	143	17	brand	brand	NOUN
easat-8241	143	18	knowledge	knowledge	NOUN
easat-8241	143	19	,	,	PUNCT
easat-8241	143	20	and	and	CCONJ
easat-8241	143	21	greater	great	ADJ
easat-8241	143	22	behavioral	behavioral	ADJ
easat-8241	143	23	investment	investment	NOUN
easat-8241	143	24	.	.	PUNCT
easat-8241	144	1	this	this	DET
easat-8241	144	2	study	study	NOUN
easat-8241	144	3	proposes	propose	VERB
easat-8241	144	4	the	the	DET
easat-8241	144	5	following	follow	VERB
easat-8241	144	6	hypothesis	hypothesis	NOUN
easat-8241	144	7	based	base	VERB
easat-8241	144	8	on	on	ADP
easat-8241	144	9	theoretical	theoretical	ADJ
easat-8241	144	10	and	and	CCONJ
easat-8241	144	11	practical	practical	ADJ
easat-8241	144	12	insights	insight	NOUN
easat-8241	144	13	:	:	PUNCT
easat-8241	144	14	h3	h3	NOUN
easat-8241	144	15	:	:	PUNCT
easat-8241	144	16	customer	customer	NOUN
easat-8241	144	17	engagement	engagement	NOUN
easat-8241	144	18	positively	positively	ADV
easat-8241	144	19	affects	affect	VERB
easat-8241	144	20	brand	brand	NOUN
easat-8241	144	21	equity	equity	NOUN
easat-8241	144	22	.	.	PUNCT
easat-8241	145	1	figure	figure	NOUN
easat-8241	145	2	1	1	NUM
easat-8241	145	3	.	.	PUNCT
easat-8241	145	4	a	a	DET
easat-8241	145	5	conceptual	conceptual	ADJ
easat-8241	145	6	model	model	NOUN
easat-8241	145	7	.	.	PUNCT
easat-8241	146	1	1789	1789	NUM
easat-8241	146	2	edelweiss	edelweiss	PROPN
easat-8241	146	3	applied	apply	VERB
easat-8241	146	4	science	science	NOUN
easat-8241	146	5	and	and	CCONJ
easat-8241	146	6	technology	technology	NOUN
easat-8241	146	7	issn	issn	PROPN
easat-8241	146	8	:	:	PUNCT
easat-8241	146	9	2576	2576	NUM
easat-8241	146	10	-	-	SYM
easat-8241	146	11	8484	8484	NUM
easat-8241	146	12	vol	vol	NOUN
easat-8241	146	13	.	.	PROPN
easat-8241	147	1	9	9	NUM
easat-8241	147	2	,	,	PUNCT
easat-8241	147	3	no	no	INTJ
easat-8241	147	4	.	.	NOUN
easat-8241	147	5	6	6	NUM
easat-8241	147	6	:	:	SYM
easat-8241	147	7	1784	1784	NUM
easat-8241	147	8	-	-	SYM
easat-8241	147	9	1798	1798	NUM
easat-8241	147	10	,	,	PUNCT
easat-8241	147	11	2025	2025	NUM
easat-8241	147	12	doi	doi	NOUN
easat-8241	147	13	:	:	PUNCT
easat-8241	147	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	147	15	©	©	PROPN
easat-8241	147	16	2025	2025	NUM
easat-8241	147	17	by	by	ADP
easat-8241	147	18	the	the	DET
easat-8241	147	19	authors	author	NOUN
easat-8241	147	20	;	;	PUNCT
easat-8241	147	21	licensee	licensee	PROPN
easat-8241	147	22	learning	learning	NOUN
easat-8241	147	23	gate	gate	NOUN
easat-8241	147	24	3	3	PROPN
easat-8241	147	25	.	.	PUNCT
easat-8241	147	26	research	research	NOUN
easat-8241	147	27	methodology	methodology	NOUN
easat-8241	147	28	this	this	DET
easat-8241	147	29	study	study	NOUN
easat-8241	147	30	employed	employ	VERB
easat-8241	147	31	a	a	DET
easat-8241	147	32	quantitative	quantitative	NOUN
easat-8241	147	33	to	to	PART
easat-8241	147	34	examine	examine	VERB
easat-8241	147	35	the	the	DET
easat-8241	147	36	relationships	relationship	NOUN
easat-8241	147	37	between	between	ADP
easat-8241	147	38	gamification	gamification	NOUN
easat-8241	147	39	,	,	PUNCT
easat-8241	147	40	customer	customer	NOUN
easat-8241	147	41	experience	experience	NOUN
easat-8241	147	42	,	,	PUNCT
easat-8241	147	43	customer	customer	NOUN
easat-8241	147	44	engagement	engagement	NOUN
easat-8241	147	45	,	,	PUNCT
easat-8241	147	46	and	and	CCONJ
easat-8241	147	47	brand	brand	NOUN
easat-8241	147	48	equity	equity	NOUN
easat-8241	147	49	in	in	ADP
easat-8241	147	50	thai	thai	PROPN
easat-8241	147	51	e	e	NOUN
easat-8241	147	52	-	-	NOUN
easat-8241	147	53	marketplaces	marketplace	NOUN
easat-8241	147	54	.	.	PUNCT
easat-8241	148	1	guided	guide	VERB
easat-8241	148	2	by	by	ADP
easat-8241	148	3	the	the	DET
easat-8241	148	4	positivist	positivist	ADJ
easat-8241	148	5	paradigm	paradigm	NOUN
easat-8241	148	6	,	,	PUNCT
easat-8241	148	7	the	the	DET
easat-8241	148	8	study	study	NOUN
easat-8241	148	9	utilized	utilize	VERB
easat-8241	148	10	a	a	DET
easat-8241	148	11	structured	structured	ADJ
easat-8241	148	12	online	online	ADJ
easat-8241	148	13	questionnaire	questionnaire	NOUN
easat-8241	148	14	to	to	PART
easat-8241	148	15	collect	collect	VERB
easat-8241	148	16	data	datum	NOUN
easat-8241	148	17	from	from	ADP
easat-8241	148	18	a	a	DET
easat-8241	148	19	sample	sample	NOUN
easat-8241	148	20	of	of	ADP
easat-8241	148	21	498	498	NUM
easat-8241	148	22	adult	adult	NOUN
easat-8241	148	23	consumers	consumer	NOUN
easat-8241	148	24	in	in	ADP
easat-8241	148	25	bangkok	bangkok	PROPN
easat-8241	148	26	,	,	PUNCT
easat-8241	148	27	thailand	thailand	PROPN
easat-8241	148	28	selected	select	VERB
easat-8241	148	29	through	through	ADP
easat-8241	148	30	convenience	convenience	NOUN
easat-8241	148	31	sampling	sampling	NOUN
easat-8241	148	32	.	.	PUNCT
easat-8241	149	1	shopee	shopee	NOUN
easat-8241	149	2	and	and	CCONJ
easat-8241	149	3	lazada	lazada	NOUN
easat-8241	149	4	users	user	NOUN
easat-8241	149	5	were	be	AUX
easat-8241	149	6	specifically	specifically	ADV
easat-8241	149	7	targeted	target	VERB
easat-8241	149	8	due	due	ADP
easat-8241	149	9	to	to	ADP
easat-8241	149	10	the	the	DET
easat-8241	149	11	platforms	platform	NOUN
easat-8241	149	12	’	'	PUNCT
easat-8241	149	13	extensive	extensive	ADJ
easat-8241	149	14	gamification	gamification	NOUN
easat-8241	149	15	features	feature	NOUN
easat-8241	149	16	and	and	CCONJ
easat-8241	149	17	dominant	dominant	ADJ
easat-8241	149	18	market	market	NOUN
easat-8241	149	19	presence	presence	NOUN
easat-8241	149	20	.	.	PUNCT
easat-8241	150	1	to	to	PART
easat-8241	150	2	ensure	ensure	VERB
easat-8241	150	3	content	content	NOUN
easat-8241	150	4	validity	validity	NOUN
easat-8241	150	5	,	,	PUNCT
easat-8241	150	6	measurement	measurement	NOUN
easat-8241	150	7	items	item	NOUN
easat-8241	150	8	were	be	AUX
easat-8241	150	9	adapted	adapt	VERB
easat-8241	150	10	from	from	ADP
easat-8241	150	11	prior	prior	ADJ
easat-8241	150	12	validated	validate	VERB
easat-8241	150	13	scales	scale	NOUN
easat-8241	150	14	,	,	PUNCT
easat-8241	150	15	and	and	CCONJ
easat-8241	150	16	a	a	DET
easat-8241	150	17	pilot	pilot	NOUN
easat-8241	150	18	test	test	NOUN
easat-8241	150	19	with	with	ADP
easat-8241	150	20	30	30	NUM
easat-8241	150	21	respondents	respondent	NOUN
easat-8241	150	22	was	be	AUX
easat-8241	150	23	conducted	conduct	VERB
easat-8241	150	24	to	to	PART
easat-8241	150	25	assess	assess	VERB
easat-8241	150	26	clarity	clarity	NOUN
easat-8241	150	27	and	and	CCONJ
easat-8241	150	28	reliability	reliability	NOUN
easat-8241	150	29	.	.	PUNCT
easat-8241	151	1	the	the	DET
easat-8241	151	2	results	result	NOUN
easat-8241	151	3	indicate	indicate	VERB
easat-8241	151	4	excellent	excellent	ADJ
easat-8241	151	5	reliability	reliability	NOUN
easat-8241	151	6	for	for	ADP
easat-8241	151	7	the	the	DET
easat-8241	151	8	main	main	ADJ
easat-8241	151	9	constructs	construct	NOUN
easat-8241	151	10	of	of	ADP
easat-8241	151	11	gamification	gamification	NOUN
easat-8241	151	12	(	(	PUNCT
easat-8241	151	13	α	α	NOUN
easat-8241	151	14	=	=	NOUN
easat-8241	151	15	0.97	0.97	NUM
easat-8241	151	16	)	)	PUNCT
easat-8241	151	17	,	,	PUNCT
easat-8241	151	18	customer	customer	NOUN
easat-8241	151	19	experience	experience	NOUN
easat-8241	151	20	(	(	PUNCT
easat-8241	151	21	α	α	NOUN
easat-8241	151	22	=	=	NOUN
easat-8241	151	23	0.96	0.96	NUM
easat-8241	151	24	)	)	PUNCT
easat-8241	151	25	,	,	PUNCT
easat-8241	151	26	customer	customer	NOUN
easat-8241	151	27	engagement	engagement	NOUN
easat-8241	151	28	(	(	PUNCT
easat-8241	151	29	α	α	NOUN
easat-8241	151	30	=	=	NOUN
easat-8241	151	31	0.97	0.97	NUM
easat-8241	151	32	)	)	PUNCT
easat-8241	151	33	,	,	PUNCT
easat-8241	151	34	and	and	CCONJ
easat-8241	151	35	brand	brand	NOUN
easat-8241	151	36	equity	equity	NOUN
easat-8241	151	37	(	(	PUNCT
easat-8241	151	38	α	α	X
easat-8241	151	39	=	=	NOUN
easat-8241	151	40	0.96	0.96	NUM
easat-8241	151	41	)	)	PUNCT
easat-8241	151	42	.	.	PUNCT
easat-8241	152	1	the	the	DET
easat-8241	152	2	study	study	NOUN
easat-8241	152	3	adopted	adopt	VERB
easat-8241	152	4	a	a	DET
easat-8241	152	5	five	five	NUM
easat-8241	152	6	-	-	PUNCT
easat-8241	152	7	point	point	NOUN
easat-8241	152	8	likert	likert	ADJ
easat-8241	152	9	scale	scale	NOUN
easat-8241	152	10	,	,	PUNCT
easat-8241	152	11	following	follow	VERB
easat-8241	152	12	established	establish	VERB
easat-8241	152	13	research	research	NOUN
easat-8241	152	14	in	in	ADP
easat-8241	152	15	related	related	ADJ
easat-8241	152	16	domains	domain	NOUN
easat-8241	152	17	.	.	PUNCT
easat-8241	153	1	a	a	DET
easat-8241	153	2	screening	screening	NOUN
easat-8241	153	3	section	section	NOUN
easat-8241	153	4	was	be	AUX
easat-8241	153	5	included	include	VERB
easat-8241	153	6	to	to	PART
easat-8241	153	7	confirm	confirm	VERB
easat-8241	153	8	recent	recent	ADJ
easat-8241	153	9	usage	usage	NOUN
easat-8241	153	10	of	of	ADP
easat-8241	153	11	shopee	shopee	NOUN
easat-8241	153	12	or	or	CCONJ
easat-8241	153	13	lazada	lazada	NOUN
easat-8241	153	14	within	within	ADP
easat-8241	153	15	the	the	DET
easat-8241	153	16	past	past	ADJ
easat-8241	153	17	six	six	NUM
easat-8241	153	18	months	month	NOUN
easat-8241	153	19	,	,	PUNCT
easat-8241	153	20	ensuring	ensure	VERB
easat-8241	153	21	relevant	relevant	ADJ
easat-8241	153	22	and	and	CCONJ
easat-8241	153	23	informed	informed	ADJ
easat-8241	153	24	responses	response	NOUN
easat-8241	153	25	.	.	PUNCT
easat-8241	154	1	the	the	DET
easat-8241	154	2	constructs	construct	NOUN
easat-8241	154	3	gamification	gamification	NOUN
easat-8241	154	4	,	,	PUNCT
easat-8241	154	5	customer	customer	NOUN
easat-8241	154	6	experience	experience	NOUN
easat-8241	154	7	,	,	PUNCT
easat-8241	154	8	and	and	CCONJ
easat-8241	154	9	customer	customer	NOUN
easat-8241	154	10	engagement	engagement	NOUN
easat-8241	154	11	were	be	AUX
easat-8241	154	12	treated	treat	VERB
easat-8241	154	13	as	as	ADP
easat-8241	154	14	independent	independent	ADJ
easat-8241	154	15	variables	variable	NOUN
easat-8241	154	16	,	,	PUNCT
easat-8241	154	17	while	while	SCONJ
easat-8241	154	18	brand	brand	NOUN
easat-8241	154	19	equity	equity	NOUN
easat-8241	154	20	served	serve	VERB
easat-8241	154	21	as	as	ADP
easat-8241	154	22	the	the	DET
easat-8241	154	23	dependent	dependent	ADJ
easat-8241	154	24	variable	variable	NOUN
easat-8241	154	25	.	.	PUNCT
easat-8241	155	1	the	the	DET
easat-8241	155	2	data	datum	NOUN
easat-8241	155	3	were	be	AUX
easat-8241	155	4	analyzed	analyze	VERB
easat-8241	155	5	using	use	VERB
easat-8241	155	6	multiple	multiple	ADJ
easat-8241	155	7	regression	regression	NOUN
easat-8241	155	8	analysis	analysis	NOUN
easat-8241	155	9	to	to	PART
easat-8241	155	10	examine	examine	VERB
easat-8241	155	11	the	the	DET
easat-8241	155	12	predictive	predictive	ADJ
easat-8241	155	13	relationships	relationship	NOUN
easat-8241	155	14	among	among	ADP
easat-8241	155	15	the	the	DET
easat-8241	155	16	variables	variable	NOUN
easat-8241	155	17	and	and	CCONJ
easat-8241	155	18	to	to	PART
easat-8241	155	19	test	test	VERB
easat-8241	155	20	the	the	DET
easat-8241	155	21	proposed	propose	VERB
easat-8241	155	22	hypotheses	hypothesis	NOUN
easat-8241	155	23	.	.	PUNCT
easat-8241	156	1	this	this	DET
easat-8241	156	2	approach	approach	NOUN
easat-8241	156	3	enabled	enable	VERB
easat-8241	156	4	the	the	DET
easat-8241	156	5	identification	identification	NOUN
easat-8241	156	6	of	of	ADP
easat-8241	156	7	key	key	ADJ
easat-8241	156	8	drivers	driver	NOUN
easat-8241	156	9	of	of	ADP
easat-8241	156	10	brand	brand	NOUN
easat-8241	156	11	equity	equity	NOUN
easat-8241	156	12	and	and	CCONJ
easat-8241	156	13	provided	provide	VERB
easat-8241	156	14	valuable	valuable	ADJ
easat-8241	156	15	insights	insight	NOUN
easat-8241	156	16	into	into	ADP
easat-8241	156	17	consumer	consumer	NOUN
easat-8241	156	18	perceptions	perception	NOUN
easat-8241	156	19	and	and	CCONJ
easat-8241	156	20	behavioral	behavioral	ADJ
easat-8241	156	21	patterns	pattern	NOUN
easat-8241	156	22	within	within	ADP
easat-8241	156	23	the	the	DET
easat-8241	156	24	evolving	evolve	VERB
easat-8241	156	25	digital	digital	ADJ
easat-8241	156	26	commerce	commerce	NOUN
easat-8241	156	27	landscape	landscape	NOUN
easat-8241	156	28	of	of	ADP
easat-8241	156	29	thailand	thailand	PROPN
easat-8241	156	30	.	.	PUNCT
easat-8241	157	1	this	this	DET
easat-8241	157	2	study	study	NOUN
easat-8241	157	3	measured	measure	VERB
easat-8241	157	4	four	four	NUM
easat-8241	157	5	key	key	ADJ
easat-8241	157	6	constructs	construct	NOUN
easat-8241	157	7	gamification	gamification	NOUN
easat-8241	157	8	,	,	PUNCT
easat-8241	157	9	customer	customer	NOUN
easat-8241	157	10	experience	experience	NOUN
easat-8241	157	11	,	,	PUNCT
easat-8241	157	12	customer	customer	NOUN
easat-8241	157	13	engagement	engagement	NOUN
easat-8241	157	14	,	,	PUNCT
easat-8241	157	15	and	and	CCONJ
easat-8241	157	16	brand	brand	NOUN
easat-8241	157	17	equity	equity	NOUN
easat-8241	157	18	using	use	VERB
easat-8241	157	19	validated	validated	ADJ
easat-8241	157	20	scales	scale	NOUN
easat-8241	157	21	grounded	ground	VERB
easat-8241	157	22	in	in	ADP
easat-8241	157	23	established	establish	VERB
easat-8241	157	24	theoretical	theoretical	ADJ
easat-8241	157	25	frameworks	framework	NOUN
easat-8241	157	26	.	.	PUNCT
easat-8241	158	1	gamification	gamification	NOUN
easat-8241	158	2	was	be	AUX
easat-8241	158	3	assessed	assess	VERB
easat-8241	158	4	using	use	VERB
easat-8241	158	5	the	the	DET
easat-8241	158	6	scale	scale	NOUN
easat-8241	158	7	by	by	ADP
easat-8241	158	8	hamari	hamari	PROPN
easat-8241	158	9	,	,	PUNCT
easat-8241	158	10	et	et	PROPN
easat-8241	158	11	al	al	PROPN
easat-8241	158	12	.	.	PUNCT
easat-8241	159	1	[	[	X
easat-8241	159	2	26	26	NUM
easat-8241	159	3	]	]	PUNCT
easat-8241	159	4	covering	cover	VERB
easat-8241	159	5	six	six	NUM
easat-8241	159	6	dimensions	dimension	NOUN
easat-8241	159	7	:	:	PUNCT
easat-8241	159	8	social	social	ADJ
easat-8241	159	9	interaction	interaction	NOUN
easat-8241	159	10	(	(	PUNCT
easat-8241	159	11	gmsi	gmsi	NOUN
easat-8241	159	12	)	)	PUNCT
easat-8241	159	13	,	,	PUNCT
easat-8241	159	14	sense	sense	NOUN
easat-8241	159	15	of	of	ADP
easat-8241	159	16	control	control	NOUN
easat-8241	159	17	(	(	PUNCT
easat-8241	159	18	gmsc	gmsc	NOUN
easat-8241	159	19	)	)	PUNCT
easat-8241	159	20	,	,	PUNCT
easat-8241	159	21	goals	goal	NOUN
easat-8241	159	22	(	(	PUNCT
easat-8241	159	23	gmgo	gmgo	NOUN
easat-8241	159	24	)	)	PUNCT
easat-8241	159	25	,	,	PUNCT
easat-8241	159	26	progress	progress	NOUN
easat-8241	159	27	tracking	tracking	NOUN
easat-8241	159	28	(	(	PUNCT
easat-8241	159	29	gmpt	gmpt	ADJ
easat-8241	159	30	)	)	PUNCT
easat-8241	159	31	,	,	PUNCT
easat-8241	159	32	rewards	reward	NOUN
easat-8241	159	33	(	(	PUNCT
easat-8241	159	34	gmre	gmre	NOUN
easat-8241	159	35	)	)	PUNCT
easat-8241	159	36	,	,	PUNCT
easat-8241	159	37	and	and	CCONJ
easat-8241	159	38	prompts	prompt	NOUN
easat-8241	159	39	(	(	PUNCT
easat-8241	159	40	gmpr	gmpr	NOUN
easat-8241	159	41	)	)	PUNCT
easat-8241	159	42	.	.	PUNCT
easat-8241	160	1	customer	customer	NOUN
easat-8241	160	2	experience	experience	NOUN
easat-8241	160	3	was	be	AUX
easat-8241	160	4	measured	measure	VERB
easat-8241	160	5	using	use	VERB
easat-8241	160	6	klaus	klaus	NOUN
easat-8241	160	7	and	and	CCONJ
easat-8241	160	8	maklan	maklan	NOUN
easat-8241	160	9	[	[	X
easat-8241	160	10	53	53	NUM
easat-8241	160	11	]	]	SYM
easat-8241	160	12	four	four	NUM
easat-8241	160	13	-	-	PUNCT
easat-8241	160	14	dimensional	dimensional	ADJ
easat-8241	160	15	scale	scale	NOUN
easat-8241	160	16	:	:	PUNCT
easat-8241	160	17	peace	peace	NOUN
easat-8241	160	18	of	of	ADP
easat-8241	160	19	mind	mind	NOUN
easat-8241	160	20	(	(	PUNCT
easat-8241	160	21	cxpm	cxpm	PROPN
easat-8241	160	22	)	)	PUNCT
easat-8241	160	23	,	,	PUNCT
easat-8241	160	24	moments	moment	NOUN
easat-8241	160	25	-	-	PUNCT
easat-8241	160	26	of	of	ADP
easat-8241	160	27	-	-	PUNCT
easat-8241	160	28	truth	truth	NOUN
easat-8241	160	29	(	(	PUNCT
easat-8241	160	30	cxmt	cxmt	NOUN
easat-8241	160	31	)	)	PUNCT
easat-8241	160	32	,	,	PUNCT
easat-8241	160	33	outcome	outcome	NOUN
easat-8241	160	34	focus	focus	NOUN
easat-8241	160	35	(	(	PUNCT
easat-8241	160	36	cxof	cxof	NOUN
easat-8241	160	37	)	)	PUNCT
easat-8241	160	38	,	,	PUNCT
easat-8241	160	39	and	and	CCONJ
easat-8241	160	40	product	product	NOUN
easat-8241	160	41	experience	experience	NOUN
easat-8241	160	42	(	(	PUNCT
easat-8241	160	43	cxpe	cxpe	NOUN
easat-8241	160	44	)	)	PUNCT
easat-8241	160	45	.	.	PUNCT
easat-8241	161	1	customer	customer	NOUN
easat-8241	161	2	engagement	engagement	NOUN
easat-8241	161	3	employed	employ	VERB
easat-8241	161	4	the	the	DET
easat-8241	161	5	four	four	NUM
easat-8241	161	6	-	-	PUNCT
easat-8241	161	7	item	item	NOUN
easat-8241	161	8	scale	scale	NOUN
easat-8241	161	9	developed	develop	VERB
easat-8241	161	10	by	by	ADP
easat-8241	161	11	kumar	kumar	PROPN
easat-8241	161	12	and	and	CCONJ
easat-8241	161	13	pansari	pansari	PROPN
easat-8241	162	1	[	[	X
easat-8241	162	2	54	54	NUM
easat-8241	162	3	]	]	PUNCT
easat-8241	162	4	while	while	SCONJ
easat-8241	162	5	brand	brand	NOUN
easat-8241	162	6	equity	equity	NOUN
easat-8241	162	7	was	be	AUX
easat-8241	162	8	captured	capture	VERB
easat-8241	162	9	through	through	ADP
easat-8241	162	10	measures	measure	NOUN
easat-8241	162	11	of	of	ADP
easat-8241	162	12	brand	brand	NOUN
easat-8241	162	13	awareness	awareness	NOUN
easat-8241	162	14	(	(	PUNCT
easat-8241	162	15	beba	beba	PROPN
easat-8241	162	16	)	)	PUNCT
easat-8241	162	17	,	,	PUNCT
easat-8241	162	18	brand	brand	NOUN
easat-8241	162	19	image	image	NOUN
easat-8241	162	20	(	(	PUNCT
easat-8241	162	21	bebi	bebi	PROPN
easat-8241	162	22	)	)	PUNCT
easat-8241	162	23	,	,	PUNCT
easat-8241	162	24	and	and	CCONJ
easat-8241	162	25	brand	brand	NOUN
easat-8241	162	26	loyalty	loyalty	NOUN
easat-8241	162	27	(	(	PUNCT
easat-8241	162	28	bebl	bebl	NOUN
easat-8241	162	29	)	)	PUNCT
easat-8241	162	30	based	base	VERB
easat-8241	162	31	on	on	ADP
easat-8241	162	32	yoo	yoo	PROPN
easat-8241	162	33	and	and	CCONJ
easat-8241	162	34	donthu	donthu	NOUN
easat-8241	163	1	[	[	X
easat-8241	163	2	40	40	NUM
easat-8241	163	3	]	]	PUNCT
easat-8241	163	4	and	and	CCONJ
easat-8241	163	5	sasmita	sasmita	PROPN
easat-8241	163	6	and	and	CCONJ
easat-8241	163	7	suki	suki	PROPN
easat-8241	164	1	[	[	X
easat-8241	164	2	55	55	NUM
easat-8241	164	3	]	]	PUNCT
easat-8241	164	4	.	.	PUNCT
easat-8241	165	1	all	all	DET
easat-8241	165	2	items	item	NOUN
easat-8241	165	3	were	be	AUX
easat-8241	165	4	rated	rate	VERB
easat-8241	165	5	using	use	VERB
easat-8241	165	6	a	a	DET
easat-8241	165	7	five	five	NUM
easat-8241	165	8	-	-	PUNCT
easat-8241	165	9	point	point	NOUN
easat-8241	165	10	likert	likert	ADJ
easat-8241	165	11	scale	scale	NOUN
easat-8241	165	12	(	(	PUNCT
easat-8241	165	13	1	1	NUM
easat-8241	165	14	=	=	PRON
easat-8241	165	15	strongly	strongly	ADV
easat-8241	165	16	disagree	disagree	VERB
easat-8241	165	17	to	to	ADP
easat-8241	165	18	5	5	NUM
easat-8241	165	19	=	=	PRON
easat-8241	165	20	strongly	strongly	ADV
easat-8241	165	21	agree	agree	VERB
easat-8241	165	22	)	)	PUNCT
easat-8241	165	23	.	.	PUNCT
easat-8241	166	1	the	the	DET
easat-8241	166	2	adoption	adoption	NOUN
easat-8241	166	3	of	of	ADP
easat-8241	166	4	these	these	DET
easat-8241	166	5	validated	validate	VERB
easat-8241	166	6	measures	measure	NOUN
easat-8241	166	7	ensured	ensure	VERB
easat-8241	166	8	reliability	reliability	NOUN
easat-8241	166	9	,	,	PUNCT
easat-8241	166	10	theoretical	theoretical	ADJ
easat-8241	166	11	alignment	alignment	NOUN
easat-8241	166	12	,	,	PUNCT
easat-8241	166	13	and	and	CCONJ
easat-8241	166	14	suitability	suitability	NOUN
easat-8241	166	15	for	for	ADP
easat-8241	166	16	analyzing	analyze	VERB
easat-8241	166	17	consumer	consumer	NOUN
easat-8241	166	18	behavior	behavior	NOUN
easat-8241	166	19	within	within	ADP
easat-8241	166	20	the	the	DET
easat-8241	166	21	thai	thai	PROPN
easat-8241	166	22	e	e	NOUN
easat-8241	166	23	-	-	NOUN
easat-8241	166	24	marketplace	marketplace	ADJ
easat-8241	166	25	context	context	NOUN
easat-8241	166	26	.	.	PUNCT
easat-8241	167	1	4	4	X
easat-8241	167	2	.	.	X
easat-8241	167	3	data	datum	NOUN
easat-8241	167	4	analysis	analysis	NOUN
easat-8241	167	5	and	and	CCONJ
easat-8241	167	6	results	result	VERB
easat-8241	167	7	4.1	4.1	NUM
easat-8241	167	8	.	.	PUNCT
easat-8241	168	1	data	datum	NOUN
easat-8241	168	2	analysis	analysis	NOUN
easat-8241	168	3	this	this	DET
easat-8241	168	4	section	section	NOUN
easat-8241	168	5	presents	present	VERB
easat-8241	168	6	the	the	DET
easat-8241	168	7	demographic	demographic	ADJ
easat-8241	168	8	characteristics	characteristic	NOUN
easat-8241	168	9	of	of	ADP
easat-8241	168	10	the	the	DET
easat-8241	168	11	498	498	NUM
easat-8241	168	12	respondents	respondent	NOUN
easat-8241	168	13	who	who	PRON
easat-8241	168	14	participated	participate	VERB
easat-8241	168	15	in	in	ADP
easat-8241	168	16	the	the	DET
easat-8241	168	17	study	study	NOUN
easat-8241	168	18	.	.	PUNCT
easat-8241	169	1	the	the	DET
easat-8241	169	2	demographic	demographic	ADJ
easat-8241	169	3	variables	variable	NOUN
easat-8241	169	4	considered	consider	VERB
easat-8241	169	5	include	include	VERB
easat-8241	169	6	gender	gender	NOUN
easat-8241	169	7	,	,	PUNCT
easat-8241	169	8	age	age	NOUN
easat-8241	169	9	,	,	PUNCT
easat-8241	169	10	and	and	CCONJ
easat-8241	169	11	education	education	NOUN
easat-8241	169	12	level	level	NOUN
easat-8241	169	13	.	.	PUNCT
easat-8241	170	1	understanding	understand	VERB
easat-8241	170	2	the	the	DET
easat-8241	170	3	demographic	demographic	ADJ
easat-8241	170	4	distribution	distribution	NOUN
easat-8241	170	5	is	be	AUX
easat-8241	170	6	essential	essential	ADJ
easat-8241	170	7	for	for	ADP
easat-8241	170	8	interpreting	interpret	VERB
easat-8241	170	9	the	the	DET
easat-8241	170	10	results	result	NOUN
easat-8241	170	11	in	in	ADP
easat-8241	170	12	the	the	DET
easat-8241	170	13	context	context	NOUN
easat-8241	170	14	of	of	ADP
easat-8241	170	15	the	the	DET
easat-8241	170	16	target	target	NOUN
easat-8241	170	17	population	population	NOUN
easat-8241	170	18	and	and	CCONJ
easat-8241	170	19	for	for	ADP
easat-8241	170	20	identifying	identify	VERB
easat-8241	170	21	potential	potential	ADJ
easat-8241	170	22	trends	trend	NOUN
easat-8241	170	23	or	or	CCONJ
easat-8241	170	24	patterns	pattern	NOUN
easat-8241	170	25	in	in	ADP
easat-8241	170	26	consumer	consumer	NOUN
easat-8241	170	27	behavior	behavior	NOUN
easat-8241	170	28	.	.	PUNCT
easat-8241	171	1	1790	1790	NUM
easat-8241	171	2	edelweiss	edelweiss	PROPN
easat-8241	171	3	applied	apply	VERB
easat-8241	171	4	science	science	NOUN
easat-8241	171	5	and	and	CCONJ
easat-8241	171	6	technology	technology	NOUN
easat-8241	171	7	issn	issn	PROPN
easat-8241	171	8	:	:	PUNCT
easat-8241	171	9	2576	2576	NUM
easat-8241	171	10	-	-	SYM
easat-8241	171	11	8484	8484	NUM
easat-8241	171	12	vol	vol	NOUN
easat-8241	171	13	.	.	PROPN
easat-8241	172	1	9	9	NUM
easat-8241	172	2	,	,	PUNCT
easat-8241	172	3	no	no	INTJ
easat-8241	172	4	.	.	NOUN
easat-8241	172	5	6	6	NUM
easat-8241	172	6	:	:	SYM
easat-8241	172	7	1784	1784	NUM
easat-8241	172	8	-	-	SYM
easat-8241	172	9	1798	1798	NUM
easat-8241	172	10	,	,	PUNCT
easat-8241	172	11	2025	2025	NUM
easat-8241	172	12	doi	doi	NOUN
easat-8241	172	13	:	:	PUNCT
easat-8241	172	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	172	15	©	©	PROPN
easat-8241	172	16	2025	2025	NUM
easat-8241	172	17	by	by	ADP
easat-8241	172	18	the	the	DET
easat-8241	172	19	authors	author	NOUN
easat-8241	172	20	;	;	PUNCT
easat-8241	172	21	licensee	licensee	PROPN
easat-8241	172	22	learning	learn	VERB
easat-8241	172	23	gate	gate	NOUN
easat-8241	172	24	table	table	NOUN
easat-8241	172	25	1	1	NUM
easat-8241	172	26	.	.	PUNCT
easat-8241	173	1	the	the	DET
easat-8241	173	2	demographics	demographic	NOUN
easat-8241	173	3	(	(	PUNCT
easat-8241	173	4	n=498	n=498	PROPN
easat-8241	173	5	)	)	PUNCT
easat-8241	173	6	.	.	PUNCT
easat-8241	174	1	demographic	demographic	ADJ
easat-8241	174	2	frequency	frequency	NOUN
easat-8241	174	3	percent	percent	NOUN
easat-8241	174	4	gender	gender	NOUN
easat-8241	174	5	male	male	NOUN
easat-8241	174	6	247	247	NUM
easat-8241	174	7	49.6	49.6	NUM
easat-8241	174	8	female	female	NOUN
easat-8241	174	9	251	251	NUM
easat-8241	174	10	50.4	50.4	NUM
easat-8241	174	11	age	age	NOUN
easat-8241	174	12	18	18	NUM
easat-8241	174	13	30	30	NUM
easat-8241	174	14	years	year	NOUN
easat-8241	174	15	old	old	ADJ
easat-8241	174	16	181	181	NUM
easat-8241	174	17	36.3	36.3	NUM
easat-8241	174	18	31	31	NUM
easat-8241	174	19	–	–	PUNCT
easat-8241	174	20	40	40	NUM
easat-8241	174	21	years	year	NOUN
easat-8241	174	22	old	old	ADJ
easat-8241	174	23	194	194	NUM
easat-8241	174	24	39.0	39.0	NUM
easat-8241	174	25	41	41	NUM
easat-8241	174	26	–	–	PUNCT
easat-8241	174	27	50	50	NUM
easat-8241	174	28	years	year	NOUN
easat-8241	174	29	old	old	ADJ
easat-8241	174	30	92	92	NUM
easat-8241	174	31	18.5	18.5	NUM
easat-8241	174	32	51	51	NUM
easat-8241	174	33	60	60	NUM
easat-8241	174	34	years	year	NOUN
easat-8241	174	35	old	old	ADJ
easat-8241	174	36	31	31	NUM
easat-8241	174	37	6.2	6.2	NUM
easat-8241	174	38	61	61	NUM
easat-8241	174	39	years	year	NOUN
easat-8241	174	40	old	old	ADJ
easat-8241	174	41	and	and	CCONJ
easat-8241	174	42	above	above	ADP
easat-8241	174	43	0	0	NUM
easat-8241	174	44	0	0	NUM
easat-8241	174	45	education	education	NOUN
easat-8241	174	46	level	level	NOUN
easat-8241	174	47	high	high	ADJ
easat-8241	174	48	school	school	NOUN
easat-8241	174	49	/	/	SYM
easat-8241	174	50	lower	low	ADJ
easat-8241	174	51	31	31	NUM
easat-8241	174	52	6.3	6.3	NUM
easat-8241	174	53	bachelor	bachelor	NOUN
easat-8241	174	54	411	411	NUM
easat-8241	174	55	82.5	82.5	NUM
easat-8241	174	56	master	master	NOUN
easat-8241	174	57	46	46	NUM
easat-8241	174	58	9.2	9.2	NUM
easat-8241	174	59	ph.d	ph.d	PROPN
easat-8241	174	60	.	.	PROPN
easat-8241	175	1	4	4	NUM
easat-8241	175	2	0.8	0.8	NUM
easat-8241	175	3	others	other	NOUN
easat-8241	175	4	6	6	NUM
easat-8241	175	5	1.2	1.2	NUM
easat-8241	175	6	the	the	DET
easat-8241	175	7	sample	sample	NOUN
easat-8241	175	8	was	be	AUX
easat-8241	175	9	almost	almost	ADV
easat-8241	175	10	evenly	evenly	ADV
easat-8241	175	11	distributed	distribute	VERB
easat-8241	175	12	by	by	ADP
easat-8241	175	13	gender	gender	NOUN
easat-8241	175	14	,	,	PUNCT
easat-8241	175	15	with	with	ADP
easat-8241	175	16	247	247	NUM
easat-8241	175	17	males	male	NOUN
easat-8241	175	18	(	(	PUNCT
easat-8241	175	19	49.6	49.6	NUM
easat-8241	175	20	%	%	NOUN
easat-8241	175	21	)	)	PUNCT
easat-8241	175	22	and	and	CCONJ
easat-8241	175	23	251	251	NUM
easat-8241	175	24	females	female	NOUN
easat-8241	175	25	(	(	PUNCT
easat-8241	175	26	50.4	50.4	NUM
easat-8241	175	27	%	%	NOUN
easat-8241	175	28	)	)	PUNCT
easat-8241	175	29	.	.	PUNCT
easat-8241	176	1	this	this	DET
easat-8241	176	2	balanced	balanced	ADJ
easat-8241	176	3	representation	representation	NOUN
easat-8241	176	4	ensures	ensure	VERB
easat-8241	176	5	that	that	SCONJ
easat-8241	176	6	the	the	DET
easat-8241	176	7	perspectives	perspective	NOUN
easat-8241	176	8	of	of	ADP
easat-8241	176	9	both	both	CCONJ
easat-8241	176	10	male	male	ADJ
easat-8241	176	11	and	and	CCONJ
easat-8241	176	12	female	female	ADJ
easat-8241	176	13	respondents	respondent	NOUN
easat-8241	176	14	are	be	AUX
easat-8241	176	15	adequately	adequately	ADV
easat-8241	176	16	captured	capture	VERB
easat-8241	176	17	in	in	ADP
easat-8241	176	18	the	the	DET
easat-8241	176	19	analysis	analysis	NOUN
easat-8241	176	20	.	.	PUNCT
easat-8241	177	1	respondents	respondent	NOUN
easat-8241	177	2	were	be	AUX
easat-8241	177	3	categorized	categorize	VERB
easat-8241	177	4	into	into	ADP
easat-8241	177	5	five	five	NUM
easat-8241	177	6	age	age	NOUN
easat-8241	177	7	groups	group	NOUN
easat-8241	177	8	.	.	PUNCT
easat-8241	178	1	the	the	DET
easat-8241	178	2	largest	large	ADJ
easat-8241	178	3	proportion	proportion	NOUN
easat-8241	178	4	belonged	belong	VERB
easat-8241	178	5	to	to	ADP
easat-8241	178	6	the	the	DET
easat-8241	178	7	31–40	31–40	NUM
easat-8241	178	8	years	year	NOUN
easat-8241	178	9	old	old	ADJ
easat-8241	178	10	group	group	NOUN
easat-8241	178	11	,	,	PUNCT
easat-8241	178	12	comprising	comprise	VERB
easat-8241	178	13	194	194	NUM
easat-8241	178	14	respondents	respondent	NOUN
easat-8241	178	15	(	(	PUNCT
easat-8241	178	16	39.0	39.0	NUM
easat-8241	178	17	%	%	NOUN
easat-8241	178	18	)	)	PUNCT
easat-8241	178	19	,	,	PUNCT
easat-8241	178	20	followed	follow	VERB
easat-8241	178	21	closely	closely	ADV
easat-8241	178	22	by	by	ADP
easat-8241	178	23	the	the	DET
easat-8241	178	24	18–30	18–30	NUM
easat-8241	178	25	years	year	NOUN
easat-8241	178	26	old	old	ADJ
easat-8241	178	27	group	group	NOUN
easat-8241	178	28	with	with	ADP
easat-8241	178	29	181	181	NUM
easat-8241	178	30	respondents	respondent	NOUN
easat-8241	178	31	(	(	PUNCT
easat-8241	178	32	36.3	36.3	NUM
easat-8241	178	33	%	%	NOUN
easat-8241	178	34	)	)	PUNCT
easat-8241	178	35	.	.	PUNCT
easat-8241	179	1	the	the	DET
easat-8241	179	2	41–50	41–50	NUM
easat-8241	179	3	years	year	NOUN
easat-8241	179	4	old	old	ADJ
easat-8241	179	5	group	group	NOUN
easat-8241	179	6	accounted	account	VERB
easat-8241	179	7	for	for	ADP
easat-8241	179	8	92	92	NUM
easat-8241	179	9	respondents	respondent	NOUN
easat-8241	179	10	(	(	PUNCT
easat-8241	179	11	18.5	18.5	NUM
easat-8241	179	12	%	%	NOUN
easat-8241	179	13	)	)	PUNCT
easat-8241	179	14	,	,	PUNCT
easat-8241	179	15	and	and	CCONJ
easat-8241	179	16	the	the	DET
easat-8241	179	17	51–60	51–60	NUM
easat-8241	179	18	years	year	NOUN
easat-8241	179	19	old	old	ADJ
easat-8241	179	20	group	group	NOUN
easat-8241	179	21	represented	represent	VERB
easat-8241	179	22	31	31	NUM
easat-8241	179	23	respondents	respondent	NOUN
easat-8241	179	24	(	(	PUNCT
easat-8241	179	25	6.2	6.2	NUM
easat-8241	179	26	%	%	NOUN
easat-8241	179	27	)	)	PUNCT
easat-8241	179	28	.	.	PUNCT
easat-8241	180	1	notably	notably	ADV
easat-8241	180	2	,	,	PUNCT
easat-8241	180	3	there	there	PRON
easat-8241	180	4	were	be	VERB
easat-8241	180	5	no	no	DET
easat-8241	180	6	respondents	respondent	NOUN
easat-8241	180	7	aged	age	VERB
easat-8241	180	8	61	61	NUM
easat-8241	180	9	years	year	NOUN
easat-8241	180	10	and	and	CCONJ
easat-8241	180	11	above	above	ADV
easat-8241	180	12	,	,	PUNCT
easat-8241	180	13	indicating	indicate	VERB
easat-8241	180	14	that	that	SCONJ
easat-8241	180	15	the	the	DET
easat-8241	180	16	study	study	NOUN
easat-8241	180	17	primarily	primarily	ADV
easat-8241	180	18	captured	capture	VERB
easat-8241	180	19	opinions	opinion	NOUN
easat-8241	180	20	from	from	ADP
easat-8241	180	21	a	a	DET
easat-8241	180	22	younger	young	ADJ
easat-8241	180	23	to	to	PART
easat-8241	180	24	middle	middle	VERB
easat-8241	180	25	-	-	PUNCT
easat-8241	180	26	aged	aged	ADJ
easat-8241	180	27	population	population	NOUN
easat-8241	180	28	.	.	PUNCT
easat-8241	181	1	in	in	ADP
easat-8241	181	2	terms	term	NOUN
easat-8241	181	3	of	of	ADP
easat-8241	181	4	educational	educational	ADJ
easat-8241	181	5	attainment	attainment	NOUN
easat-8241	181	6	,	,	PUNCT
easat-8241	181	7	the	the	DET
easat-8241	181	8	vast	vast	ADJ
easat-8241	181	9	majority	majority	NOUN
easat-8241	181	10	of	of	ADP
easat-8241	181	11	respondents	respondent	NOUN
easat-8241	181	12	held	hold	VERB
easat-8241	181	13	a	a	DET
easat-8241	181	14	bachelor	bachelor	NOUN
easat-8241	181	15	’s	’s	PART
easat-8241	181	16	degree	degree	NOUN
easat-8241	181	17	(	(	PUNCT
easat-8241	181	18	82.5	82.5	NUM
easat-8241	181	19	%	%	NOUN
easat-8241	181	20	)	)	PUNCT
easat-8241	181	21	,	,	PUNCT
easat-8241	181	22	followed	follow	VERB
easat-8241	181	23	by	by	ADP
easat-8241	181	24	those	those	PRON
easat-8241	181	25	with	with	ADP
easat-8241	181	26	a	a	DET
easat-8241	181	27	master	master	NOUN
easat-8241	181	28	’s	’s	PART
easat-8241	181	29	degree	degree	NOUN
easat-8241	181	30	(	(	PUNCT
easat-8241	181	31	9.2	9.2	NUM
easat-8241	181	32	%	%	NOUN
easat-8241	181	33	)	)	PUNCT
easat-8241	181	34	.	.	PUNCT
easat-8241	182	1	respondents	respondent	NOUN
easat-8241	182	2	with	with	ADP
easat-8241	182	3	a	a	DET
easat-8241	182	4	high	high	ADJ
easat-8241	182	5	school	school	NOUN
easat-8241	182	6	education	education	NOUN
easat-8241	182	7	or	or	CCONJ
easat-8241	182	8	lower	low	ADJ
easat-8241	182	9	accounted	account	VERB
easat-8241	182	10	for	for	ADP
easat-8241	182	11	6.3	6.3	NUM
easat-8241	182	12	%	%	NOUN
easat-8241	182	13	,	,	PUNCT
easat-8241	182	14	while	while	SCONJ
easat-8241	182	15	0.8	0.8	NUM
easat-8241	182	16	%	%	NOUN
easat-8241	182	17	had	have	VERB
easat-8241	182	18	a	a	DET
easat-8241	182	19	ph.d	ph.d	NOUN
easat-8241	182	20	.	.	PROPN
easat-8241	182	21	,	,	PUNCT
easat-8241	182	22	and	and	CCONJ
easat-8241	182	23	1.2	1.2	NUM
easat-8241	182	24	%	%	NOUN
easat-8241	182	25	reported	report	VERB
easat-8241	182	26	other	other	ADJ
easat-8241	182	27	educational	educational	ADJ
easat-8241	182	28	backgrounds	background	NOUN
easat-8241	182	29	.	.	PUNCT
easat-8241	183	1	this	this	DET
easat-8241	183	2	distribution	distribution	NOUN
easat-8241	183	3	highlights	highlight	NOUN
easat-8241	183	4	that	that	SCONJ
easat-8241	183	5	the	the	DET
easat-8241	183	6	respondent	respondent	ADJ
easat-8241	183	7	pool	pool	NOUN
easat-8241	183	8	is	be	AUX
easat-8241	183	9	highly	highly	ADV
easat-8241	183	10	educated	educate	VERB
easat-8241	183	11	,	,	PUNCT
easat-8241	183	12	which	which	PRON
easat-8241	183	13	may	may	AUX
easat-8241	183	14	influence	influence	VERB
easat-8241	183	15	their	their	PRON
easat-8241	183	16	purchasing	purchase	VERB
easat-8241	183	17	intentions	intention	NOUN
easat-8241	183	18	and	and	CCONJ
easat-8241	183	19	perceptions	perception	NOUN
easat-8241	183	20	,	,	PUNCT
easat-8241	183	21	particularly	particularly	ADV
easat-8241	183	22	in	in	ADP
easat-8241	183	23	matters	matter	NOUN
easat-8241	183	24	relating	relate	VERB
easat-8241	183	25	to	to	ADP
easat-8241	183	26	sustainability	sustainability	NOUN
easat-8241	183	27	or	or	CCONJ
easat-8241	183	28	specialized	specialized	ADJ
easat-8241	183	29	products	product	NOUN
easat-8241	183	30	.	.	PUNCT
easat-8241	184	1	this	this	DET
easat-8241	184	2	section	section	NOUN
easat-8241	184	3	presents	present	VERB
easat-8241	184	4	insights	insight	NOUN
easat-8241	184	5	into	into	ADP
easat-8241	184	6	the	the	DET
easat-8241	184	7	online	online	ADJ
easat-8241	184	8	shopping	shopping	NOUN
easat-8241	184	9	behavior	behavior	NOUN
easat-8241	184	10	of	of	ADP
easat-8241	184	11	respondents	respondent	NOUN
easat-8241	184	12	,	,	PUNCT
easat-8241	184	13	particularly	particularly	ADV
easat-8241	184	14	focusing	focus	VERB
easat-8241	184	15	on	on	ADP
easat-8241	184	16	their	their	PRON
easat-8241	184	17	engagement	engagement	NOUN
easat-8241	184	18	with	with	ADP
easat-8241	184	19	popular	popular	ADJ
easat-8241	184	20	e	e	NOUN
easat-8241	184	21	-	-	NOUN
easat-8241	184	22	commerce	commerce	NOUN
easat-8241	184	23	platforms	platform	NOUN
easat-8241	184	24	such	such	ADJ
easat-8241	184	25	as	as	ADP
easat-8241	184	26	shopee	shopee	NOUN
easat-8241	184	27	and	and	CCONJ
easat-8241	184	28	lazada	lazada	NOUN
easat-8241	184	29	.	.	PUNCT
easat-8241	185	1	the	the	DET
easat-8241	185	2	behavioral	behavioral	ADJ
easat-8241	185	3	data	datum	NOUN
easat-8241	185	4	include	include	VERB
easat-8241	185	5	information	information	NOUN
easat-8241	185	6	on	on	ADP
easat-8241	185	7	platform	platform	NOUN
easat-8241	185	8	preferences	preference	NOUN
easat-8241	185	9	,	,	PUNCT
easat-8241	185	10	purchase	purchase	NOUN
easat-8241	185	11	frequency	frequency	NOUN
easat-8241	185	12	,	,	PUNCT
easat-8241	185	13	order	order	NOUN
easat-8241	185	14	values	value	NOUN
easat-8241	185	15	,	,	PUNCT
easat-8241	185	16	types	type	NOUN
easat-8241	185	17	of	of	ADP
easat-8241	185	18	products	product	NOUN
easat-8241	185	19	purchased	purchase	VERB
easat-8241	185	20	,	,	PUNCT
easat-8241	185	21	and	and	CCONJ
easat-8241	185	22	interaction	interaction	NOUN
easat-8241	185	23	with	with	ADP
easat-8241	185	24	gamified	gamifie	VERB
easat-8241	185	25	features	feature	NOUN
easat-8241	185	26	within	within	ADP
easat-8241	185	27	the	the	DET
easat-8241	185	28	platforms	platform	NOUN
easat-8241	185	29	.	.	PUNCT
easat-8241	186	1	these	these	DET
easat-8241	186	2	findings	finding	NOUN
easat-8241	186	3	help	help	VERB
easat-8241	186	4	contextualize	contextualize	VERB
easat-8241	186	5	the	the	DET
easat-8241	186	6	shopping	shopping	NOUN
easat-8241	186	7	habits	habit	NOUN
easat-8241	186	8	and	and	CCONJ
easat-8241	186	9	digital	digital	ADJ
easat-8241	186	10	engagement	engagement	NOUN
easat-8241	186	11	of	of	ADP
easat-8241	186	12	consumers	consumer	NOUN
easat-8241	186	13	,	,	PUNCT
easat-8241	186	14	which	which	PRON
easat-8241	186	15	are	be	AUX
easat-8241	186	16	essential	essential	ADJ
easat-8241	186	17	for	for	ADP
easat-8241	186	18	understanding	understand	VERB
easat-8241	186	19	motivations	motivation	NOUN
easat-8241	186	20	and	and	CCONJ
easat-8241	186	21	decision	decision	NOUN
easat-8241	186	22	-	-	PUNCT
easat-8241	186	23	making	make	VERB
easat-8241	186	24	patterns	pattern	NOUN
easat-8241	186	25	in	in	ADP
easat-8241	186	26	online	online	ADJ
easat-8241	186	27	retail	retail	NOUN
easat-8241	186	28	.	.	PUNCT
easat-8241	187	1	1791	1791	NUM
easat-8241	187	2	edelweiss	edelweiss	PROPN
easat-8241	187	3	applied	apply	VERB
easat-8241	187	4	science	science	NOUN
easat-8241	187	5	and	and	CCONJ
easat-8241	187	6	technology	technology	NOUN
easat-8241	187	7	issn	issn	PROPN
easat-8241	187	8	:	:	PUNCT
easat-8241	187	9	2576	2576	NUM
easat-8241	187	10	-	-	SYM
easat-8241	187	11	8484	8484	NUM
easat-8241	187	12	vol	vol	NOUN
easat-8241	187	13	.	.	PROPN
easat-8241	188	1	9	9	NUM
easat-8241	188	2	,	,	PUNCT
easat-8241	188	3	no	no	INTJ
easat-8241	188	4	.	.	NOUN
easat-8241	188	5	6	6	NUM
easat-8241	188	6	:	:	SYM
easat-8241	188	7	1784	1784	NUM
easat-8241	188	8	-	-	SYM
easat-8241	188	9	1798	1798	NUM
easat-8241	188	10	,	,	PUNCT
easat-8241	188	11	2025	2025	NUM
easat-8241	188	12	doi	doi	NOUN
easat-8241	188	13	:	:	PUNCT
easat-8241	188	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	188	15	©	©	PROPN
easat-8241	188	16	2025	2025	NUM
easat-8241	188	17	by	by	ADP
easat-8241	188	18	the	the	DET
easat-8241	188	19	authors	author	NOUN
easat-8241	188	20	;	;	PUNCT
easat-8241	188	21	licensee	licensee	PROPN
easat-8241	188	22	learning	learn	VERB
easat-8241	188	23	gate	gate	NOUN
easat-8241	188	24	table	table	NOUN
easat-8241	188	25	2	2	NUM
easat-8241	188	26	.	.	PUNCT
easat-8241	189	1	the	the	DET
easat-8241	189	2	behaviors	behavior	NOUN
easat-8241	189	3	(	(	PUNCT
easat-8241	189	4	n=498	n=498	PROPN
easat-8241	189	5	)	)	PUNCT
easat-8241	189	6	.	.	PUNCT
easat-8241	190	1	behaviors	behavior	NOUN
easat-8241	190	2	frequency	frequency	VERB
easat-8241	190	3	percent	percent	NOUN
easat-8241	190	4	preferred	prefer	VERB
easat-8241	190	5	shopping	shopping	NOUN
easat-8241	190	6	platform	platform	NOUN
easat-8241	190	7	shopee	shopee	NOUN
easat-8241	190	8	344	344	NUM
easat-8241	190	9	69.1	69.1	NUM
easat-8241	190	10	lazada	lazada	NOUN
easat-8241	190	11	154	154	NUM
easat-8241	190	12	30.9	30.9	NUM
easat-8241	190	13	frequency	frequency	NOUN
easat-8241	190	14	of	of	ADP
easat-8241	190	15	purchases	purchase	NOUN
easat-8241	190	16	from	from	ADP
easat-8241	190	17	shopee	shopee	NOUN
easat-8241	190	18	/	/	SYM
easat-8241	190	19	lazada	lazada	NOUN
easat-8241	190	20	every	every	DET
easat-8241	190	21	week	week	NOUN
easat-8241	190	22	128	128	NUM
easat-8241	190	23	25.7	25.7	NUM
easat-8241	190	24	every	every	DET
easat-8241	190	25	month	month	NOUN
easat-8241	190	26	276	276	NUM
easat-8241	190	27	55.4	55.4	NUM
easat-8241	190	28	every	every	DET
easat-8241	190	29	3	3	NUM
easat-8241	190	30	months	month	NOUN
easat-8241	190	31	73	73	NUM
easat-8241	190	32	14.7	14.7	NUM
easat-8241	190	33	more	more	ADJ
easat-8241	190	34	than	than	ADP
easat-8241	190	35	3	3	NUM
easat-8241	190	36	months	month	NOUN
easat-8241	190	37	21	21	NUM
easat-8241	190	38	4.2	4.2	NUM
easat-8241	190	39	average	average	ADJ
easat-8241	190	40	order	order	NOUN
easat-8241	190	41	value	value	NOUN
easat-8241	190	42	(	(	PUNCT
easat-8241	190	43	aov	aov	NOUN
easat-8241	190	44	)	)	PUNCT
easat-8241	190	45	under	under	ADP
easat-8241	190	46	100	100	NUM
easat-8241	190	47	baht	baht	NOUN
easat-8241	190	48	5	5	NUM
easat-8241	190	49	1.0	1.0	NUM
easat-8241	190	50	100	100	NUM
easat-8241	190	51	-	-	SYM
easat-8241	190	52	500	500	NUM
easat-8241	190	53	baht	baht	NOUN
easat-8241	190	54	133	133	NUM
easat-8241	190	55	26.7	26.7	NUM
easat-8241	190	56	501	501	NUM
easat-8241	190	57	-	-	SYM
easat-8241	190	58	3,000	3,000	NUM
easat-8241	190	59	baht	baht	NOUN
easat-8241	190	60	278	278	NUM
easat-8241	190	61	55.8	55.8	NUM
easat-8241	190	62	3,000	3,000	NUM
easat-8241	190	63	-	-	SYM
easat-8241	190	64	5,000	5,000	NUM
easat-8241	190	65	baht	baht	NOUN
easat-8241	190	66	70	70	NUM
easat-8241	190	67	14.1	14.1	NUM
easat-8241	190	68	more	more	ADJ
easat-8241	190	69	than	than	ADP
easat-8241	190	70	5,000	5,000	NUM
easat-8241	190	71	baht	baht	NOUN
easat-8241	190	72	12	12	NUM
easat-8241	190	73	2.4	2.4	NUM
easat-8241	190	74	most	most	ADV
easat-8241	190	75	frequently	frequently	ADV
easat-8241	190	76	purchased	purchase	VERB
easat-8241	190	77	product	product	NOUN
easat-8241	190	78	type	type	NOUN
easat-8241	190	79	sports	sport	NOUN
easat-8241	190	80	&	&	CCONJ
easat-8241	190	81	travel	travel	PROPN
easat-8241	190	82	14	14	NUM
easat-8241	190	83	2.8	2.8	NUM
easat-8241	190	84	games	game	NOUN
easat-8241	190	85	&	&	CCONJ
easat-8241	190	86	accessories	accessory	NOUN
easat-8241	190	87	56	56	NUM
easat-8241	190	88	11.3	11.3	NUM
easat-8241	190	89	computers	computer	NOUN
easat-8241	190	90	&	&	CCONJ
easat-8241	190	91	laptops	laptop	NOUN
easat-8241	190	92	21	21	NUM
easat-8241	190	93	4.2	4.2	NUM
easat-8241	190	94	stationery	stationery	NOUN
easat-8241	190	95	,	,	PUNCT
easat-8241	190	96	books	book	NOUN
easat-8241	190	97	&	&	CCONJ
easat-8241	190	98	music	music	NOUN
easat-8241	190	99	29	29	NUM
easat-8241	190	100	5.8	5.8	NUM
easat-8241	190	101	babies	baby	NOUN
easat-8241	190	102	&	&	CCONJ
easat-8241	190	103	toys	toy	NOUN
easat-8241	190	104	20	20	NUM
easat-8241	190	105	4.0	4.0	NUM
easat-8241	190	106	accommodation	accommodation	NOUN
easat-8241	190	107	&	&	CCONJ
easat-8241	190	108	hotels	hotel	NOUN
easat-8241	190	109	0	0	NUM
easat-8241	190	110	0	0	NUM
easat-8241	190	111	tv	tv	NOUN
easat-8241	190	112	&	&	CCONJ
easat-8241	190	113	home	home	NOUN
easat-8241	190	114	appliances	appliance	NOUN
easat-8241	190	115	14	14	NUM
easat-8241	190	116	2.8	2.8	NUM
easat-8241	190	117	watches	watch	NOUN
easat-8241	190	118	&	&	CCONJ
easat-8241	190	119	glasses	glass	NOUN
easat-8241	190	120	12	12	NUM
easat-8241	190	121	2.4	2.4	NUM
easat-8241	190	122	home	home	NOUN
easat-8241	190	123	&	&	CCONJ
easat-8241	190	124	lifestyle	lifestyle	PROPN
easat-8241	190	125	29	29	NUM
easat-8241	190	126	5.8	5.8	NUM
easat-8241	190	127	fashion	fashion	NOUN
easat-8241	190	128	&	&	CCONJ
easat-8241	190	129	accessories	accessory	NOUN
easat-8241	190	130	80	80	NUM
easat-8241	190	131	16.1	16.1	NUM
easat-8241	190	132	mobile	mobile	NOUN
easat-8241	190	133	&	&	CCONJ
easat-8241	190	134	accessories	accessory	NOUN
easat-8241	190	135	40	40	NUM
easat-8241	190	136	8.0	8.0	NUM
easat-8241	190	137	motor	motor	NOUN
easat-8241	190	138	vehicles	vehicle	NOUN
easat-8241	190	139	&	&	CCONJ
easat-8241	190	140	equipment	equipment	NOUN
easat-8241	190	141	9	9	NUM
easat-8241	190	142	1.8	1.8	NUM
easat-8241	190	143	pets	pet	NOUN
easat-8241	190	144	,	,	PUNCT
easat-8241	190	145	feed	feed	NOUN
easat-8241	190	146	&	&	CCONJ
easat-8241	190	147	equipment	equipment	NOUN
easat-8241	190	148	38	38	NUM
easat-8241	190	149	7.6	7.6	NUM
easat-8241	190	150	supermarket	supermarket	NOUN
easat-8241	190	151	products	product	NOUN
easat-8241	190	152	36	36	NUM
easat-8241	190	153	7.3	7.3	NUM
easat-8241	190	154	health	health	NOUN
easat-8241	190	155	&	&	CCONJ
easat-8241	190	156	beauty	beauty	PROPN
easat-8241	190	157	48	48	NUM
easat-8241	190	158	9.6	9.6	NUM
easat-8241	190	159	food	food	NOUN
easat-8241	190	160	&	&	CCONJ
easat-8241	190	161	drink	drink	VERB
easat-8241	190	162	36	36	NUM
easat-8241	190	163	7.3	7.3	NUM
easat-8241	190	164	electronic	electronic	ADJ
easat-8241	190	165	devices	device	NOUN
easat-8241	190	166	&	&	CCONJ
easat-8241	190	167	accessories	accessory	NOUN
easat-8241	190	168	16	16	NUM
easat-8241	190	169	3.2	3.2	NUM
easat-8241	190	170	others	other	NOUN
easat-8241	190	171	0	0	NUM
easat-8241	190	172	0	0	NUM
easat-8241	190	173	most	most	ADV
easat-8241	190	174	frequently	frequently	ADV
easat-8241	190	175	played	play	VERB
easat-8241	190	176	games	game	NOUN
easat-8241	190	177	daily	daily	ADJ
easat-8241	190	178	check	check	NOUN
easat-8241	190	179	-	-	PUNCT
easat-8241	190	180	in	in	ADP
easat-8241	190	181	253	253	NUM
easat-8241	190	182	50.8	50.8	NUM
easat-8241	190	183	view	view	NOUN
easat-8241	190	184	products	product	NOUN
easat-8241	190	185	,	,	PUNCT
easat-8241	190	186	stores	store	NOUN
easat-8241	190	187	,	,	PUNCT
easat-8241	190	188	or	or	CCONJ
easat-8241	190	189	clip	clip	NOUN
easat-8241	190	190	vdo	vdo	NOUN
easat-8241	190	191	within	within	ADP
easat-8241	190	192	the	the	DET
easat-8241	190	193	platform	platform	NOUN
easat-8241	190	194	to	to	PART
easat-8241	190	195	receive	receive	VERB
easat-8241	190	196	or	or	CCONJ
easat-8241	190	197	accumulate	accumulate	VERB
easat-8241	190	198	rewards	reward	VERB
easat-8241	190	199	147	147	NUM
easat-8241	190	200	29.5	29.5	NUM
easat-8241	190	201	play	play	NOUN
easat-8241	190	202	games	game	NOUN
easat-8241	190	203	in	in	ADP
easat-8241	190	204	the	the	DET
easat-8241	190	205	platform	platform	NOUN
easat-8241	190	206	to	to	PART
easat-8241	190	207	receive	receive	VERB
easat-8241	190	208	or	or	CCONJ
easat-8241	190	209	accumulate	accumulate	VERB
easat-8241	190	210	rewards	reward	NOUN
easat-8241	190	211	.	.	PUNCT
easat-8241	191	1	98	98	NUM
easat-8241	191	2	19.7	19.7	NUM
easat-8241	191	3	never	never	ADV
easat-8241	191	4	participate	participate	VERB
easat-8241	191	5	in	in	ADP
easat-8241	191	6	any	any	DET
easat-8241	191	7	activites	activite	NOUN
easat-8241	191	8	0	0	NUM
easat-8241	191	9	0	0	NUM
easat-8241	191	10	frequency	frequency	NOUN
easat-8241	191	11	of	of	ADP
easat-8241	191	12	playing	play	VERB
easat-8241	191	13	games	game	NOUN
easat-8241	191	14	on	on	ADP
easat-8241	191	15	shopee	shopee	NOUN
easat-8241	191	16	/	/	SYM
easat-8241	191	17	lazada	lazada	NOUN
easat-8241	191	18	every	every	DET
easat-8241	191	19	day	day	NOUN
easat-8241	191	20	90	90	NUM
easat-8241	191	21	18.1	18.1	NUM
easat-8241	191	22	every	every	DET
easat-8241	191	23	week	week	NOUN
easat-8241	191	24	174	174	NUM
easat-8241	191	25	34.9	34.9	NUM
easat-8241	191	26	every	every	DET
easat-8241	191	27	month	month	NOUN
easat-8241	191	28	133	133	NUM
easat-8241	191	29	26.7	26.7	NUM
easat-8241	191	30	every	every	DET
easat-8241	191	31	3	3	NUM
easat-8241	191	32	months	month	NOUN
easat-8241	191	33	55	55	NUM
easat-8241	191	34	11	11	NUM
easat-8241	191	35	more	more	ADJ
easat-8241	191	36	than	than	ADP
easat-8241	191	37	3	3	NUM
easat-8241	191	38	months	month	NOUN
easat-8241	191	39	46	46	NUM
easat-8241	191	40	9.2	9.2	NUM
easat-8241	191	41	respondents	respondent	NOUN
easat-8241	191	42	were	be	AUX
easat-8241	191	43	asked	ask	VERB
easat-8241	191	44	to	to	PART
easat-8241	191	45	indicate	indicate	VERB
easat-8241	191	46	their	their	PRON
easat-8241	191	47	preferred	prefer	VERB
easat-8241	191	48	platform	platform	NOUN
easat-8241	191	49	for	for	ADP
easat-8241	191	50	online	online	ADJ
easat-8241	191	51	shopping	shopping	NOUN
easat-8241	191	52	.	.	PUNCT
easat-8241	192	1	a	a	DET
easat-8241	192	2	significant	significant	ADJ
easat-8241	192	3	majority	majority	NOUN
easat-8241	192	4	(	(	PUNCT
easat-8241	192	5	69.1	69.1	NUM
easat-8241	192	6	%	%	NOUN
easat-8241	192	7	)	)	PUNCT
easat-8241	192	8	preferred	preferred	ADJ
easat-8241	192	9	shopee	shopee	NOUN
easat-8241	192	10	,	,	PUNCT
easat-8241	192	11	while	while	SCONJ
easat-8241	192	12	30.9	30.9	NUM
easat-8241	192	13	%	%	NOUN
easat-8241	192	14	favored	favor	VERB
easat-8241	192	15	lazada	lazada	NOUN
easat-8241	192	16	.	.	PUNCT
easat-8241	193	1	more	more	ADJ
easat-8241	193	2	than	than	ADP
easat-8241	193	3	half	half	NOUN
easat-8241	193	4	of	of	ADP
easat-8241	193	5	the	the	DET
easat-8241	193	6	respondents	respondent	NOUN
easat-8241	193	7	(	(	PUNCT
easat-8241	193	8	55.4	55.4	NUM
easat-8241	193	9	%	%	NOUN
easat-8241	193	10	)	)	PUNCT
easat-8241	193	11	reported	report	VERB
easat-8241	193	12	making	make	VERB
easat-8241	193	13	purchases	purchase	NOUN
easat-8241	193	14	every	every	DET
easat-8241	193	15	month	month	NOUN
easat-8241	193	16	.	.	PUNCT
easat-8241	194	1	a	a	DET
easat-8241	194	2	quarter	quarter	NOUN
easat-8241	194	3	(	(	PUNCT
easat-8241	194	4	25.7	25.7	NUM
easat-8241	194	5	%	%	NOUN
easat-8241	194	6	)	)	PUNCT
easat-8241	194	7	shopped	shop	VERB
easat-8241	194	8	weekly	weekly	ADV
easat-8241	194	9	,	,	PUNCT
easat-8241	194	10	while	while	SCONJ
easat-8241	194	11	14.7	14.7	NUM
easat-8241	194	12	%	%	NOUN
easat-8241	194	13	purchased	purchase	VERB
easat-8241	194	14	every	every	DET
easat-8241	194	15	three	three	NUM
easat-8241	194	16	months	month	NOUN
easat-8241	194	17	.	.	PUNCT
easat-8241	195	1	in	in	ADP
easat-8241	195	2	terms	term	NOUN
easat-8241	195	3	of	of	ADP
easat-8241	195	4	order	order	NOUN
easat-8241	195	5	value	value	NOUN
easat-8241	195	6	per	per	ADP
easat-8241	195	7	transaction	transaction	NOUN
easat-8241	195	8	,	,	PUNCT
easat-8241	195	9	a	a	DET
easat-8241	195	10	majority	majority	NOUN
easat-8241	195	11	of	of	ADP
easat-8241	195	12	respondents	respondent	NOUN
easat-8241	195	13	(	(	PUNCT
easat-8241	195	14	55.8	55.8	NUM
easat-8241	195	15	%	%	NOUN
easat-8241	195	16	)	)	PUNCT
easat-8241	195	17	typically	typically	ADV
easat-8241	195	18	spent	spend	VERB
easat-8241	195	19	between	between	ADP
easat-8241	195	20	501	501	NUM
easat-8241	195	21	to	to	PART
easat-8241	195	22	3,000	3,000	NUM
easat-8241	195	23	baht	baht	NOUN
easat-8241	195	24	.	.	PUNCT
easat-8241	196	1	meanwhile	meanwhile	ADV
easat-8241	196	2	,	,	PUNCT
easat-8241	196	3	26.7	26.7	NUM
easat-8241	196	4	%	%	NOUN
easat-8241	196	5	spent	spend	VERB
easat-8241	196	6	100–500	100–500	NUM
easat-8241	196	7	baht	baht	NOUN
easat-8241	196	8	,	,	PUNCT
easat-8241	196	9	and	and	CCONJ
easat-8241	196	10	14.1	14.1	NUM
easat-8241	196	11	%	%	NOUN
easat-8241	196	12	spent	spend	VERB
easat-8241	196	13	between	between	ADP
easat-8241	196	14	3,000–5,000	3,000–5,000	NUM
easat-8241	196	15	baht	baht	NOUN
easat-8241	196	16	.	.	PUNCT
easat-8241	197	1	the	the	DET
easat-8241	197	2	most	most	ADV
easat-8241	197	3	common	common	ADJ
easat-8241	197	4	product	product	NOUN
easat-8241	197	5	categories	category	NOUN
easat-8241	197	6	among	among	ADP
easat-8241	197	7	respondents	respondent	NOUN
easat-8241	197	8	included	include	VERB
easat-8241	197	9	fashion	fashion	NOUN
easat-8241	197	10	&	&	CCONJ
easat-8241	197	11	accessories	accessory	NOUN
easat-8241	197	12	(	(	PUNCT
easat-8241	197	13	16.1	16.1	NUM
easat-8241	197	14	%	%	NOUN
easat-8241	197	15	)	)	PUNCT
easat-8241	197	16	,	,	PUNCT
easat-8241	197	17	games	game	NOUN
easat-8241	197	18	&	&	CCONJ
easat-8241	197	19	accessories	accessory	NOUN
easat-8241	197	20	(	(	PUNCT
easat-8241	197	21	11.3	11.3	NUM
easat-8241	197	22	%	%	NOUN
easat-8241	197	23	)	)	PUNCT
easat-8241	197	24	,	,	PUNCT
easat-8241	197	25	and	and	CCONJ
easat-8241	197	26	health	health	PROPN
easat-8241	197	27	&	&	CCONJ
easat-8241	197	28	beauty	beauty	PROPN
easat-8241	197	29	(	(	PUNCT
easat-8241	197	30	9.6	9.6	NUM
easat-8241	197	31	%	%	NOUN
easat-8241	197	32	)	)	PUNCT
easat-8241	197	33	.	.	PUNCT
easat-8241	198	1	gamified	gamifie	VERB
easat-8241	198	2	features	feature	NOUN
easat-8241	198	3	were	be	AUX
easat-8241	198	4	also	also	ADV
easat-8241	198	5	explored	explore	VERB
easat-8241	198	6	.	.	PUNCT
easat-8241	199	1	over	over	ADP
easat-8241	199	2	half	half	NOUN
easat-8241	199	3	of	of	ADP
easat-8241	199	4	the	the	DET
easat-8241	199	5	respondents	respondent	NOUN
easat-8241	199	6	(	(	PUNCT
easat-8241	199	7	50.8	50.8	NUM
easat-8241	199	8	%	%	NOUN
easat-8241	199	9	)	)	PUNCT
easat-8241	199	10	engaged	engage	VERB
easat-8241	199	11	in	in	ADP
easat-8241	199	12	daily	daily	ADJ
easat-8241	199	13	check	check	NOUN
easat-8241	199	14	-	-	PUNCT
easat-8241	199	15	in	in	ADP
easat-8241	199	16	games	game	NOUN
easat-8241	199	17	.	.	PUNCT
easat-8241	200	1	1792	1792	NUM
easat-8241	200	2	edelweiss	edelweiss	PROPN
easat-8241	200	3	applied	apply	VERB
easat-8241	200	4	science	science	NOUN
easat-8241	200	5	and	and	CCONJ
easat-8241	200	6	technology	technology	NOUN
easat-8241	200	7	issn	issn	PROPN
easat-8241	200	8	:	:	PUNCT
easat-8241	200	9	2576	2576	NUM
easat-8241	200	10	-	-	SYM
easat-8241	200	11	8484	8484	NUM
easat-8241	200	12	vol	vol	NOUN
easat-8241	200	13	.	.	PROPN
easat-8241	201	1	9	9	NUM
easat-8241	201	2	,	,	PUNCT
easat-8241	201	3	no	no	INTJ
easat-8241	201	4	.	.	NOUN
easat-8241	201	5	6	6	NUM
easat-8241	201	6	:	:	SYM
easat-8241	201	7	1784	1784	NUM
easat-8241	201	8	-	-	SYM
easat-8241	201	9	1798	1798	NUM
easat-8241	201	10	,	,	PUNCT
easat-8241	201	11	2025	2025	NUM
easat-8241	201	12	doi	doi	NOUN
easat-8241	201	13	:	:	PUNCT
easat-8241	201	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	201	15	©	©	PROPN
easat-8241	201	16	2025	2025	NUM
easat-8241	201	17	by	by	ADP
easat-8241	201	18	the	the	DET
easat-8241	201	19	authors	author	NOUN
easat-8241	201	20	;	;	PUNCT
easat-8241	201	21	licensee	licensee	PROPN
easat-8241	201	22	learning	learning	NOUN
easat-8241	201	23	gate	gate	PROPN
easat-8241	201	24	others	other	NOUN
easat-8241	201	25	participated	participate	VERB
easat-8241	201	26	by	by	ADP
easat-8241	201	27	watching	watch	VERB
easat-8241	201	28	videos	video	NOUN
easat-8241	201	29	or	or	CCONJ
easat-8241	201	30	viewing	view	VERB
easat-8241	201	31	products	product	NOUN
easat-8241	201	32	for	for	ADP
easat-8241	201	33	rewards	reward	NOUN
easat-8241	201	34	(	(	PUNCT
easat-8241	201	35	29.5	29.5	NUM
easat-8241	201	36	%	%	NOUN
easat-8241	201	37	)	)	PUNCT
easat-8241	201	38	,	,	PUNCT
easat-8241	201	39	or	or	CCONJ
easat-8241	201	40	playing	play	VERB
easat-8241	201	41	games	game	NOUN
easat-8241	201	42	for	for	ADP
easat-8241	201	43	points	point	NOUN
easat-8241	201	44	and	and	CCONJ
easat-8241	201	45	prizes	prize	NOUN
easat-8241	201	46	(	(	PUNCT
easat-8241	201	47	19.7	19.7	NUM
easat-8241	201	48	%	%	NOUN
easat-8241	201	49	)	)	PUNCT
easat-8241	201	50	.	.	PUNCT
easat-8241	202	1	in	in	ADP
easat-8241	202	2	terms	term	NOUN
easat-8241	202	3	of	of	ADP
easat-8241	202	4	how	how	SCONJ
easat-8241	202	5	often	often	ADV
easat-8241	202	6	users	user	NOUN
easat-8241	202	7	engage	engage	VERB
easat-8241	202	8	with	with	ADP
easat-8241	202	9	games	game	NOUN
easat-8241	202	10	on	on	ADP
easat-8241	202	11	these	these	DET
easat-8241	202	12	platforms	platform	NOUN
easat-8241	202	13	,	,	PUNCT
easat-8241	202	14	34.9	34.9	NUM
easat-8241	202	15	%	%	NOUN
easat-8241	202	16	reported	report	VERB
easat-8241	202	17	playing	play	VERB
easat-8241	202	18	weekly	weekly	ADV
easat-8241	202	19	,	,	PUNCT
easat-8241	202	20	while	while	SCONJ
easat-8241	202	21	26.7	26.7	NUM
easat-8241	202	22	%	%	NOUN
easat-8241	202	23	played	play	VERB
easat-8241	202	24	every	every	DET
easat-8241	202	25	month	month	NOUN
easat-8241	202	26	and	and	CCONJ
easat-8241	202	27	18.1	18.1	NUM
easat-8241	202	28	%	%	NOUN
easat-8241	202	29	played	play	VERB
easat-8241	202	30	daily	daily	ADV
easat-8241	202	31	.	.	PUNCT
easat-8241	203	1	only	only	ADV
easat-8241	203	2	a	a	DET
easat-8241	203	3	small	small	ADJ
easat-8241	203	4	fraction	fraction	NOUN
easat-8241	203	5	played	play	VERB
easat-8241	203	6	every	every	DET
easat-8241	203	7	three	three	NUM
easat-8241	203	8	months	month	NOUN
easat-8241	203	9	(	(	PUNCT
easat-8241	203	10	11.0	11.0	NUM
easat-8241	203	11	%	%	NOUN
easat-8241	203	12	)	)	PUNCT
easat-8241	203	13	or	or	CCONJ
easat-8241	203	14	less	less	ADV
easat-8241	203	15	frequently	frequently	ADV
easat-8241	203	16	than	than	ADP
easat-8241	203	17	that	that	PRON
easat-8241	203	18	(	(	PUNCT
easat-8241	203	19	9.2	9.2	NUM
easat-8241	203	20	%	%	NOUN
easat-8241	203	21	)	)	PUNCT
easat-8241	203	22	.	.	PUNCT
easat-8241	204	1	4.2	4.2	NUM
easat-8241	204	2	.	.	PUNCT
easat-8241	205	1	quantitative	quantitative	ADJ
easat-8241	205	2	analysis	analysis	NOUN
easat-8241	205	3	4.2.1	4.2.1	NUM
easat-8241	205	4	.	.	PUNCT
easat-8241	206	1	regression	regression	VERB
easat-8241	206	2	analysis	analysis	NOUN
easat-8241	206	3	a	a	DET
easat-8241	206	4	multiple	multiple	ADJ
easat-8241	206	5	regression	regression	NOUN
easat-8241	206	6	analysis	analysis	NOUN
easat-8241	206	7	was	be	AUX
easat-8241	206	8	conducted	conduct	VERB
easat-8241	206	9	to	to	PART
easat-8241	206	10	assess	assess	VERB
easat-8241	206	11	the	the	DET
easat-8241	206	12	impact	impact	NOUN
easat-8241	206	13	of	of	ADP
easat-8241	206	14	gamification	gamification	NOUN
easat-8241	206	15	,	,	PUNCT
easat-8241	206	16	customer	customer	NOUN
easat-8241	206	17	experience	experience	NOUN
easat-8241	206	18	,	,	PUNCT
easat-8241	206	19	and	and	CCONJ
easat-8241	206	20	customer	customer	NOUN
easat-8241	206	21	engagement	engagement	NOUN
easat-8241	206	22	on	on	ADP
easat-8241	206	23	brand	brand	NOUN
easat-8241	206	24	equity	equity	NOUN
easat-8241	206	25	.	.	PUNCT
easat-8241	207	1	this	this	DET
easat-8241	207	2	analysis	analysis	NOUN
easat-8241	207	3	aimed	aim	VERB
easat-8241	207	4	to	to	PART
easat-8241	207	5	determine	determine	VERB
easat-8241	207	6	the	the	DET
easat-8241	207	7	extent	extent	NOUN
easat-8241	207	8	to	to	PART
easat-8241	207	9	which	which	PRON
easat-8241	207	10	these	these	DET
easat-8241	207	11	factors	factor	NOUN
easat-8241	207	12	predict	predict	VERB
easat-8241	207	13	brand	brand	NOUN
easat-8241	207	14	equity	equity	NOUN
easat-8241	207	15	in	in	ADP
easat-8241	207	16	the	the	DET
easat-8241	207	17	context	context	NOUN
easat-8241	207	18	of	of	ADP
easat-8241	207	19	thai	thai	PROPN
easat-8241	207	20	e	e	NOUN
easat-8241	207	21	-	-	NOUN
easat-8241	207	22	marketplaces	marketplace	NOUN
easat-8241	207	23	and	and	CCONJ
easat-8241	207	24	to	to	PART
easat-8241	207	25	validate	validate	VERB
easat-8241	207	26	the	the	DET
easat-8241	207	27	proposed	propose	VERB
easat-8241	207	28	hypotheses	hypothesis	NOUN
easat-8241	207	29	.	.	PUNCT
easat-8241	208	1	table	table	NOUN
easat-8241	208	2	3	3	NUM
easat-8241	208	3	.	.	PUNCT
easat-8241	208	4	model	model	NOUN
easat-8241	208	5	summary	summary	NOUN
easat-8241	208	6	.	.	PUNCT
easat-8241	209	1	r	r	NOUN
easat-8241	209	2	r	r	NOUN
easat-8241	209	3	square	square	ADJ
easat-8241	209	4	adjusted	adjust	VERB
easat-8241	209	5	r	r	NOUN
easat-8241	209	6	square	square	ADJ
easat-8241	209	7	std	std	NOUN
easat-8241	209	8	.	.	PUNCT
easat-8241	209	9	error	error	NOUN
easat-8241	209	10	of	of	ADP
easat-8241	209	11	the	the	DET
easat-8241	209	12	estimate	estimate	NOUN
easat-8241	209	13	0.838	0.838	NUM
easat-8241	209	14	0.702	0.702	NUM
easat-8241	209	15	0.700	0.700	NUM
easat-8241	209	16	0.31113	0.31113	NUM
easat-8241	209	17	table	table	NOUN
easat-8241	209	18	3	3	NUM
easat-8241	209	19	presents	present	VERB
easat-8241	209	20	the	the	DET
easat-8241	209	21	model	model	NOUN
easat-8241	209	22	summary	summary	NOUN
easat-8241	209	23	of	of	ADP
easat-8241	209	24	the	the	DET
easat-8241	209	25	regression	regression	NOUN
easat-8241	209	26	analysis	analysis	NOUN
easat-8241	209	27	examining	examine	VERB
easat-8241	209	28	the	the	DET
easat-8241	209	29	influence	influence	NOUN
easat-8241	209	30	of	of	ADP
easat-8241	209	31	gamification	gamification	NOUN
easat-8241	209	32	,	,	PUNCT
easat-8241	209	33	customer	customer	NOUN
easat-8241	209	34	experience	experience	NOUN
easat-8241	209	35	,	,	PUNCT
easat-8241	209	36	and	and	CCONJ
easat-8241	209	37	customer	customer	NOUN
easat-8241	209	38	engagement	engagement	NOUN
easat-8241	209	39	on	on	ADP
easat-8241	209	40	brand	brand	NOUN
easat-8241	209	41	equity	equity	NOUN
easat-8241	209	42	.	.	PUNCT
easat-8241	210	1	the	the	DET
easat-8241	210	2	results	result	NOUN
easat-8241	210	3	indicate	indicate	VERB
easat-8241	210	4	a	a	DET
easat-8241	210	5	strong	strong	ADJ
easat-8241	210	6	correlation	correlation	NOUN
easat-8241	210	7	between	between	ADP
easat-8241	210	8	the	the	DET
easat-8241	210	9	predictors	predictor	NOUN
easat-8241	210	10	and	and	CCONJ
easat-8241	210	11	the	the	DET
easat-8241	210	12	dependent	dependent	ADJ
easat-8241	210	13	variable	variable	NOUN
easat-8241	210	14	,	,	PUNCT
easat-8241	210	15	with	with	ADP
easat-8241	210	16	an	an	DET
easat-8241	210	17	r	r	NOUN
easat-8241	210	18	value	value	NOUN
easat-8241	210	19	of	of	ADP
easat-8241	210	20	0.838	0.838	NUM
easat-8241	210	21	,	,	PUNCT
easat-8241	210	22	suggesting	suggest	VERB
easat-8241	210	23	a	a	DET
easat-8241	210	24	high	high	ADJ
easat-8241	210	25	level	level	NOUN
easat-8241	210	26	of	of	ADP
easat-8241	210	27	association	association	NOUN
easat-8241	210	28	.	.	PUNCT
easat-8241	211	1	the	the	DET
easat-8241	211	2	r	r	NOUN
easat-8241	211	3	square	square	ADJ
easat-8241	211	4	value	value	NOUN
easat-8241	211	5	of	of	ADP
easat-8241	211	6	0.702	0.702	NUM
easat-8241	211	7	reveals	reveal	VERB
easat-8241	211	8	that	that	SCONJ
easat-8241	211	9	approximately	approximately	ADV
easat-8241	211	10	70.2	70.2	NUM
easat-8241	211	11	%	%	NOUN
easat-8241	211	12	of	of	ADP
easat-8241	211	13	the	the	DET
easat-8241	211	14	variance	variance	NOUN
easat-8241	211	15	in	in	ADP
easat-8241	211	16	brand	brand	NOUN
easat-8241	211	17	equity	equity	NOUN
easat-8241	211	18	can	can	AUX
easat-8241	211	19	be	be	AUX
easat-8241	211	20	explained	explain	VERB
easat-8241	211	21	by	by	ADP
easat-8241	211	22	the	the	DET
easat-8241	211	23	combined	combine	VERB
easat-8241	211	24	effect	effect	NOUN
easat-8241	211	25	of	of	ADP
easat-8241	211	26	the	the	DET
easat-8241	211	27	independent	independent	ADJ
easat-8241	211	28	variables	variable	NOUN
easat-8241	211	29	included	include	VERB
easat-8241	211	30	in	in	ADP
easat-8241	211	31	the	the	DET
easat-8241	211	32	model	model	NOUN
easat-8241	211	33	.	.	PUNCT
easat-8241	212	1	the	the	DET
easat-8241	212	2	adjusted	adjust	VERB
easat-8241	212	3	r	r	NOUN
easat-8241	212	4	square	square	NOUN
easat-8241	212	5	of	of	ADP
easat-8241	212	6	0.700	0.700	NUM
easat-8241	212	7	accounts	account	NOUN
easat-8241	212	8	for	for	ADP
easat-8241	212	9	the	the	DET
easat-8241	212	10	number	number	NOUN
easat-8241	212	11	of	of	ADP
easat-8241	212	12	predictors	predictor	NOUN
easat-8241	212	13	in	in	ADP
easat-8241	212	14	the	the	DET
easat-8241	212	15	model	model	NOUN
easat-8241	212	16	,	,	PUNCT
easat-8241	212	17	confirming	confirm	VERB
easat-8241	212	18	that	that	SCONJ
easat-8241	212	19	the	the	DET
easat-8241	212	20	explained	explain	VERB
easat-8241	212	21	variance	variance	NOUN
easat-8241	212	22	remains	remain	VERB
easat-8241	212	23	robust	robust	ADJ
easat-8241	212	24	even	even	ADV
easat-8241	212	25	when	when	SCONJ
easat-8241	212	26	adjusted	adjust	VERB
easat-8241	212	27	for	for	ADP
easat-8241	212	28	potential	potential	ADJ
easat-8241	212	29	model	model	NOUN
easat-8241	212	30	complexity	complexity	NOUN
easat-8241	212	31	.	.	PUNCT
easat-8241	213	1	the	the	DET
easat-8241	213	2	standard	standard	ADJ
easat-8241	213	3	error	error	NOUN
easat-8241	213	4	of	of	ADP
easat-8241	213	5	the	the	DET
easat-8241	213	6	estimate	estimate	NOUN
easat-8241	213	7	is	be	AUX
easat-8241	213	8	0.31113	0.31113	NUM
easat-8241	213	9	,	,	PUNCT
easat-8241	213	10	indicating	indicate	VERB
easat-8241	213	11	a	a	DET
easat-8241	213	12	relatively	relatively	ADV
easat-8241	213	13	low	low	ADJ
easat-8241	213	14	average	average	ADJ
easat-8241	213	15	deviation	deviation	NOUN
easat-8241	213	16	of	of	ADP
easat-8241	213	17	observed	observed	ADJ
easat-8241	213	18	values	value	NOUN
easat-8241	213	19	from	from	ADP
easat-8241	213	20	the	the	DET
easat-8241	213	21	predicted	predict	VERB
easat-8241	213	22	values	value	NOUN
easat-8241	213	23	,	,	PUNCT
easat-8241	213	24	which	which	PRON
easat-8241	213	25	supports	support	VERB
easat-8241	213	26	the	the	DET
easat-8241	213	27	model	model	NOUN
easat-8241	213	28	’s	’s	PART
easat-8241	213	29	overall	overall	ADJ
easat-8241	213	30	predictive	predictive	ADJ
easat-8241	213	31	accuracy	accuracy	NOUN
easat-8241	213	32	.	.	PUNCT
easat-8241	214	1	these	these	DET
easat-8241	214	2	results	result	NOUN
easat-8241	214	3	demonstrate	demonstrate	VERB
easat-8241	214	4	a	a	DET
easat-8241	214	5	substantial	substantial	ADJ
easat-8241	214	6	explanatory	explanatory	ADJ
easat-8241	214	7	power	power	NOUN
easat-8241	214	8	of	of	ADP
easat-8241	214	9	the	the	DET
easat-8241	214	10	model	model	NOUN
easat-8241	214	11	,	,	PUNCT
easat-8241	214	12	underscoring	underscore	VERB
easat-8241	214	13	the	the	DET
easat-8241	214	14	importance	importance	NOUN
easat-8241	214	15	of	of	ADP
easat-8241	214	16	gamification	gamification	NOUN
easat-8241	214	17	,	,	PUNCT
easat-8241	214	18	customer	customer	NOUN
easat-8241	214	19	experience	experience	NOUN
easat-8241	214	20	,	,	PUNCT
easat-8241	214	21	and	and	CCONJ
easat-8241	214	22	customer	customer	NOUN
easat-8241	214	23	engagement	engagement	NOUN
easat-8241	214	24	in	in	ADP
easat-8241	214	25	shaping	shape	VERB
easat-8241	214	26	brand	brand	NOUN
easat-8241	214	27	equity	equity	NOUN
easat-8241	214	28	within	within	ADP
easat-8241	214	29	the	the	DET
easat-8241	214	30	thai	thai	ADJ
easat-8241	214	31	e	e	NOUN
easat-8241	214	32	-	-	NOUN
easat-8241	214	33	marketplace	marketplace	ADJ
easat-8241	214	34	context	context	NOUN
easat-8241	214	35	.	.	PUNCT
easat-8241	215	1	table	table	NOUN
easat-8241	215	2	4	4	NUM
easat-8241	215	3	.	.	PUNCT
easat-8241	216	1	anova	anova	PROPN
easat-8241	216	2	.	.	PUNCT
easat-8241	216	3	sum	sum	NOUN
easat-8241	216	4	of	of	ADP
easat-8241	216	5	squares	square	NOUN
easat-8241	216	6	df	df	PROPN
easat-8241	216	7	mean	mean	PROPN
easat-8241	216	8	square	square	PROPN
easat-8241	216	9	f	f	PROPN
easat-8241	216	10	sig	sig	PROPN
easat-8241	216	11	.	.	PUNCT
easat-8241	217	1	regression	regression	VERB
easat-8241	217	2	112.661	112.661	NUM
easat-8241	217	3	3	3	NUM
easat-8241	217	4	37.554	37.554	NUM
easat-8241	217	5	387.938	387.938	NUM
easat-8241	217	6	<	<	NOUN
easat-8241	217	7	0.001	0.001	NUM
easat-8241	217	8	residual	residual	ADJ
easat-8241	217	9	47.821	47.821	NUM
easat-8241	217	10	494	494	NUM
easat-8241	217	11	0.097	0.097	NUM
easat-8241	217	12	total	total	ADJ
easat-8241	217	13	160.482	160.482	NUM
easat-8241	217	14	497	497	NUM
easat-8241	217	15	table	table	NOUN
easat-8241	217	16	4	4	NUM
easat-8241	217	17	presents	present	NOUN
easat-8241	217	18	the	the	DET
easat-8241	217	19	anova	anova	PROPN
easat-8241	217	20	results	result	NOUN
easat-8241	217	21	for	for	ADP
easat-8241	217	22	the	the	DET
easat-8241	217	23	regression	regression	NOUN
easat-8241	217	24	model	model	NOUN
easat-8241	217	25	examining	examine	VERB
easat-8241	217	26	the	the	DET
easat-8241	217	27	effects	effect	NOUN
easat-8241	217	28	of	of	ADP
easat-8241	217	29	gamification	gamification	NOUN
easat-8241	217	30	,	,	PUNCT
easat-8241	217	31	customer	customer	NOUN
easat-8241	217	32	experience	experience	NOUN
easat-8241	217	33	,	,	PUNCT
easat-8241	217	34	and	and	CCONJ
easat-8241	217	35	customer	customer	NOUN
easat-8241	217	36	engagement	engagement	NOUN
easat-8241	217	37	on	on	ADP
easat-8241	217	38	brand	brand	NOUN
easat-8241	217	39	equity	equity	NOUN
easat-8241	217	40	.	.	PUNCT
easat-8241	218	1	the	the	DET
easat-8241	218	2	model	model	NOUN
easat-8241	218	3	is	be	AUX
easat-8241	218	4	statistically	statistically	ADV
easat-8241	218	5	significant	significant	ADJ
easat-8241	218	6	,	,	PUNCT
easat-8241	218	7	as	as	SCONJ
easat-8241	218	8	indicated	indicate	VERB
easat-8241	218	9	by	by	ADP
easat-8241	218	10	the	the	DET
easat-8241	218	11	f	f	NOUN
easat-8241	218	12	-	-	PUNCT
easat-8241	218	13	value	value	NOUN
easat-8241	218	14	of	of	ADP
easat-8241	218	15	387.938	387.938	NUM
easat-8241	218	16	and	and	CCONJ
easat-8241	218	17	a	a	DET
easat-8241	218	18	p	p	NOUN
easat-8241	218	19	-	-	PUNCT
easat-8241	218	20	value	value	NOUN
easat-8241	218	21	less	less	ADJ
easat-8241	218	22	than	than	ADP
easat-8241	218	23	0.001	0.001	NUM
easat-8241	218	24	,	,	PUNCT
easat-8241	218	25	confirming	confirm	VERB
easat-8241	218	26	that	that	SCONJ
easat-8241	218	27	the	the	DET
easat-8241	218	28	regression	regression	NOUN
easat-8241	218	29	model	model	NOUN
easat-8241	218	30	explains	explain	VERB
easat-8241	218	31	a	a	DET
easat-8241	218	32	significant	significant	ADJ
easat-8241	218	33	proportion	proportion	NOUN
easat-8241	218	34	of	of	ADP
easat-8241	218	35	the	the	DET
easat-8241	218	36	variance	variance	NOUN
easat-8241	218	37	in	in	ADP
easat-8241	218	38	brand	brand	NOUN
easat-8241	218	39	equity	equity	NOUN
easat-8241	218	40	.	.	PUNCT
easat-8241	219	1	the	the	DET
easat-8241	219	2	regression	regression	NOUN
easat-8241	219	3	sum	sum	NOUN
easat-8241	219	4	of	of	ADP
easat-8241	219	5	squares	square	NOUN
easat-8241	219	6	(	(	PUNCT
easat-8241	219	7	112.661	112.661	NUM
easat-8241	219	8	)	)	PUNCT
easat-8241	219	9	compared	compare	VERB
easat-8241	219	10	to	to	ADP
easat-8241	219	11	the	the	DET
easat-8241	219	12	residual	residual	ADJ
easat-8241	219	13	sum	sum	NOUN
easat-8241	219	14	of	of	ADP
easat-8241	219	15	squares	square	NOUN
easat-8241	219	16	(	(	PUNCT
easat-8241	219	17	47.821	47.821	NUM
easat-8241	219	18	)	)	PUNCT
easat-8241	219	19	further	far	ADV
easat-8241	219	20	suggests	suggest	VERB
easat-8241	219	21	that	that	SCONJ
easat-8241	219	22	the	the	DET
easat-8241	219	23	model	model	NOUN
easat-8241	219	24	provides	provide	VERB
easat-8241	219	25	a	a	DET
easat-8241	219	26	good	good	ADJ
easat-8241	219	27	fit	fit	NOUN
easat-8241	219	28	to	to	ADP
easat-8241	219	29	the	the	DET
easat-8241	219	30	data	datum	NOUN
easat-8241	219	31	.	.	PUNCT
easat-8241	220	1	these	these	DET
easat-8241	220	2	results	result	NOUN
easat-8241	220	3	support	support	VERB
easat-8241	220	4	the	the	DET
easat-8241	220	5	overall	overall	ADJ
easat-8241	220	6	validity	validity	NOUN
easat-8241	220	7	of	of	ADP
easat-8241	220	8	the	the	DET
easat-8241	220	9	model	model	NOUN
easat-8241	220	10	and	and	CCONJ
easat-8241	220	11	justify	justify	VERB
easat-8241	220	12	further	further	ADJ
easat-8241	220	13	interpretation	interpretation	NOUN
easat-8241	220	14	of	of	ADP
easat-8241	220	15	the	the	DET
easat-8241	220	16	regression	regression	NOUN
easat-8241	220	17	coefficients	coefficient	NOUN
easat-8241	220	18	.	.	PUNCT
easat-8241	221	1	1793	1793	NUM
easat-8241	221	2	edelweiss	edelweiss	PROPN
easat-8241	221	3	applied	apply	VERB
easat-8241	221	4	science	science	NOUN
easat-8241	221	5	and	and	CCONJ
easat-8241	221	6	technology	technology	NOUN
easat-8241	221	7	issn	issn	PROPN
easat-8241	221	8	:	:	PUNCT
easat-8241	221	9	2576	2576	NUM
easat-8241	221	10	-	-	SYM
easat-8241	221	11	8484	8484	NUM
easat-8241	221	12	vol	vol	NOUN
easat-8241	221	13	.	.	PROPN
easat-8241	222	1	9	9	NUM
easat-8241	222	2	,	,	PUNCT
easat-8241	222	3	no	no	INTJ
easat-8241	222	4	.	.	NOUN
easat-8241	222	5	6	6	NUM
easat-8241	222	6	:	:	SYM
easat-8241	222	7	1784	1784	NUM
easat-8241	222	8	-	-	SYM
easat-8241	222	9	1798	1798	NUM
easat-8241	222	10	,	,	PUNCT
easat-8241	222	11	2025	2025	NUM
easat-8241	222	12	doi	doi	NOUN
easat-8241	222	13	:	:	PUNCT
easat-8241	222	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	222	15	©	©	PROPN
easat-8241	222	16	2025	2025	NUM
easat-8241	222	17	by	by	ADP
easat-8241	222	18	the	the	DET
easat-8241	222	19	authors	author	NOUN
easat-8241	222	20	;	;	PUNCT
easat-8241	222	21	licensee	licensee	PROPN
easat-8241	222	22	learning	learning	NOUN
easat-8241	222	23	gate	gate	NOUN
easat-8241	222	24	4.3	4.3	NUM
easat-8241	222	25	.	.	PUNCT
easat-8241	222	26	hypothesis	hypothesis	NOUN
easat-8241	222	27	testing	testing	NOUN
easat-8241	222	28	table	table	NOUN
easat-8241	222	29	5	5	NUM
easat-8241	222	30	.	.	PUNCT
easat-8241	223	1	coefficients	coefficient	NOUN
easat-8241	223	2	.	.	PUNCT
easat-8241	224	1	model	model	PROPN
easat-8241	224	2	unstandardized	unstandardized	ADJ
easat-8241	224	3	coefficients	coefficient	NOUN
easat-8241	224	4	standardized	standardize	VERB
easat-8241	224	5	coefficients	coefficient	NOUN
easat-8241	224	6	t	t	PROPN
easat-8241	224	7	sig	sig	PROPN
easat-8241	224	8	.	.	PUNCT
easat-8241	225	1	b	b	X
easat-8241	225	2	std	std	PROPN
easat-8241	225	3	.	.	NOUN
easat-8241	225	4	error	error	NOUN
easat-8241	225	5	beta	beta	NOUN
easat-8241	225	6	(	(	PUNCT
easat-8241	225	7	constant	constant	ADJ
easat-8241	225	8	)	)	PUNCT
easat-8241	225	9	0.695	0.695	NUM
easat-8241	225	10	0.107	0.107	NUM
easat-8241	225	11	6.496	6.496	NUM
easat-8241	225	12	<	<	SYM
easat-8241	225	13	.001	.001	NUM
easat-8241	225	14	gamification	gamification	NOUN
easat-8241	225	15	-0.042	-0.042	PUNCT
easat-8241	225	16	0.025	0.025	NUM
easat-8241	225	17	-0.054	-0.054	NUM
easat-8241	225	18	-1.679	-1.679	NOUN
easat-8241	225	19	0.094	0.094	NUM
easat-8241	225	20	customer	customer	NOUN
easat-8241	225	21	experience	experience	VERB
easat-8241	225	22	0.688	0.688	NUM
easat-8241	225	23	0.035	0.035	NUM
easat-8241	225	24	0.669	0.669	NUM
easat-8241	225	25	19.816	19.816	NUM
easat-8241	225	26	<	<	SYM
easat-8241	225	27	.001	.001	NUM
easat-8241	225	28	customer	customer	NOUN
easat-8241	225	29	engagement	engagement	NOUN
easat-8241	225	30	0.208	0.208	NUM
easat-8241	225	31	0.03	0.03	NUM
easat-8241	225	32	0.26	0.26	NUM
easat-8241	225	33	6.876	6.876	NUM
easat-8241	225	34	<	<	X
easat-8241	225	35	.001	.001	NUM
easat-8241	225	36	constant	constant	ADJ
easat-8241	225	37	:	:	PUNCT
easat-8241	225	38	the	the	DET
easat-8241	225	39	unstandardized	unstandardized	ADJ
easat-8241	225	40	coefficient	coefficient	NOUN
easat-8241	225	41	(	(	PUNCT
easat-8241	225	42	b	b	NOUN
easat-8241	225	43	)	)	PUNCT
easat-8241	225	44	for	for	ADP
easat-8241	225	45	the	the	DET
easat-8241	225	46	constant	constant	ADJ
easat-8241	225	47	is	be	AUX
easat-8241	225	48	0.695	0.695	NUM
easat-8241	225	49	,	,	PUNCT
easat-8241	225	50	and	and	CCONJ
easat-8241	225	51	it	it	PRON
easat-8241	225	52	is	be	AUX
easat-8241	225	53	statistically	statistically	ADV
easat-8241	225	54	significant	significant	ADJ
easat-8241	225	55	(	(	PUNCT
easat-8241	225	56	p	p	X
easat-8241	225	57	<	<	X
easat-8241	225	58	0.001	0.001	NUM
easat-8241	225	59	)	)	PUNCT
easat-8241	225	60	.	.	PUNCT
easat-8241	226	1	this	this	PRON
easat-8241	226	2	suggests	suggest	VERB
easat-8241	226	3	that	that	SCONJ
easat-8241	226	4	when	when	SCONJ
easat-8241	226	5	all	all	DET
easat-8241	226	6	independent	independent	ADJ
easat-8241	226	7	variables	variable	NOUN
easat-8241	226	8	are	be	AUX
easat-8241	226	9	held	hold	VERB
easat-8241	226	10	at	at	ADP
easat-8241	226	11	zero	zero	NUM
easat-8241	226	12	,	,	PUNCT
easat-8241	226	13	the	the	DET
easat-8241	226	14	predicted	predict	VERB
easat-8241	226	15	brand	brand	NOUN
easat-8241	226	16	equity	equity	NOUN
easat-8241	226	17	score	score	NOUN
easat-8241	226	18	is	be	AUX
easat-8241	226	19	0.695	0.695	NUM
easat-8241	226	20	,	,	PUNCT
easat-8241	226	21	providing	provide	VERB
easat-8241	226	22	a	a	DET
easat-8241	226	23	meaningful	meaningful	ADJ
easat-8241	226	24	baseline	baseline	NOUN
easat-8241	226	25	for	for	ADP
easat-8241	226	26	the	the	DET
easat-8241	226	27	model	model	NOUN
easat-8241	226	28	.	.	PUNCT
easat-8241	227	1	h1	h1	PROPN
easat-8241	227	2	:	:	PUNCT
easat-8241	227	3	gamification	gamification	NOUN
easat-8241	227	4	positively	positively	ADV
easat-8241	227	5	affects	affect	VERB
easat-8241	227	6	brand	brand	NOUN
easat-8241	227	7	equity	equity	NOUN
easat-8241	227	8	.	.	PUNCT
easat-8241	228	1	for	for	ADP
easat-8241	228	2	hypothesis	hypothesis	NOUN
easat-8241	228	3	1	1	NUM
easat-8241	228	4	(	(	PUNCT
easat-8241	228	5	h1	h1	PROPN
easat-8241	228	6	)	)	PUNCT
easat-8241	228	7	,	,	PUNCT
easat-8241	228	8	gamification	gamification	NOUN
easat-8241	228	9	shows	show	VERB
easat-8241	228	10	a	a	DET
easat-8241	228	11	negative	negative	ADJ
easat-8241	228	12	but	but	CCONJ
easat-8241	228	13	non	non	ADJ
easat-8241	228	14	-	-	ADJ
easat-8241	228	15	significant	significant	ADJ
easat-8241	228	16	relationship	relationship	NOUN
easat-8241	228	17	with	with	ADP
easat-8241	228	18	brand	brand	NOUN
easat-8241	228	19	equity	equity	NOUN
easat-8241	228	20	.	.	PUNCT
easat-8241	229	1	the	the	DET
easat-8241	229	2	unstandardized	unstandardized	ADJ
easat-8241	229	3	coefficient	coefficient	NOUN
easat-8241	229	4	(	(	PUNCT
easat-8241	229	5	b	b	NOUN
easat-8241	229	6	)	)	PUNCT
easat-8241	229	7	is	be	AUX
easat-8241	229	8	–	–	PUNCT
easat-8241	229	9	0.042	0.042	NUM
easat-8241	229	10	,	,	PUNCT
easat-8241	229	11	and	and	CCONJ
easat-8241	229	12	the	the	DET
easat-8241	229	13	standardized	standardized	ADJ
easat-8241	229	14	beta	beta	NOUN
easat-8241	229	15	is	be	AUX
easat-8241	229	16	–	–	PUNCT
easat-8241	229	17	0.054	0.054	NUM
easat-8241	229	18	,	,	PUNCT
easat-8241	229	19	with	with	ADP
easat-8241	229	20	a	a	DET
easat-8241	229	21	t	t	NOUN
easat-8241	229	22	-	-	PUNCT
easat-8241	229	23	value	value	NOUN
easat-8241	229	24	of	of	ADP
easat-8241	229	25	–	–	PUNCT
easat-8241	229	26	1.679	1.679	NUM
easat-8241	229	27	and	and	CCONJ
easat-8241	229	28	a	a	DET
easat-8241	229	29	p	p	NOUN
easat-8241	229	30	-	-	PUNCT
easat-8241	229	31	value	value	NOUN
easat-8241	229	32	of	of	ADP
easat-8241	229	33	0.094	0.094	NUM
easat-8241	229	34	.	.	PUNCT
easat-8241	230	1	since	since	SCONJ
easat-8241	230	2	this	this	DET
easat-8241	230	3	p	p	NOUN
easat-8241	230	4	-	-	PUNCT
easat-8241	230	5	value	value	NOUN
easat-8241	230	6	exceeds	exceed	VERB
easat-8241	230	7	the	the	DET
easat-8241	230	8	conventional	conventional	ADJ
easat-8241	230	9	significance	significance	NOUN
easat-8241	230	10	threshold	threshold	NOUN
easat-8241	230	11	of	of	ADP
easat-8241	230	12	0.05	0.05	NUM
easat-8241	230	13	,	,	PUNCT
easat-8241	230	14	there	there	PRON
easat-8241	230	15	is	be	VERB
easat-8241	230	16	no	no	DET
easat-8241	230	17	statistical	statistical	ADJ
easat-8241	230	18	support	support	NOUN
easat-8241	230	19	for	for	ADP
easat-8241	230	20	h1	h1	NOUN
easat-8241	230	21	in	in	ADP
easat-8241	230	22	this	this	DET
easat-8241	230	23	model	model	NOUN
easat-8241	230	24	.	.	PUNCT
easat-8241	231	1	h2	h2	NOUN
easat-8241	231	2	:	:	PUNCT
easat-8241	231	3	customer	customer	NOUN
easat-8241	231	4	experience	experience	NOUN
easat-8241	231	5	positively	positively	ADV
easat-8241	231	6	affects	affect	VERB
easat-8241	231	7	brand	brand	NOUN
easat-8241	231	8	equity	equity	NOUN
easat-8241	231	9	.	.	PUNCT
easat-8241	232	1	hypothesis	hypothesis	NOUN
easat-8241	232	2	2	2	NUM
easat-8241	232	3	(	(	PUNCT
easat-8241	232	4	h2	h2	NOUN
easat-8241	232	5	)	)	PUNCT
easat-8241	232	6	is	be	AUX
easat-8241	232	7	strongly	strongly	ADV
easat-8241	232	8	supported	support	VERB
easat-8241	232	9	.	.	PUNCT
easat-8241	233	1	the	the	DET
easat-8241	233	2	unstandardized	unstandardized	ADJ
easat-8241	233	3	coefficient	coefficient	NOUN
easat-8241	233	4	(	(	PUNCT
easat-8241	233	5	b	b	NOUN
easat-8241	233	6	)	)	PUNCT
easat-8241	233	7	for	for	ADP
easat-8241	233	8	customer	customer	NOUN
easat-8241	233	9	experience	experience	NOUN
easat-8241	233	10	is	be	AUX
easat-8241	233	11	0.688	0.688	NUM
easat-8241	233	12	,	,	PUNCT
easat-8241	233	13	with	with	ADP
easat-8241	233	14	a	a	DET
easat-8241	233	15	standardized	standardized	ADJ
easat-8241	233	16	beta	beta	NOUN
easat-8241	233	17	of	of	ADP
easat-8241	233	18	0.669	0.669	NUM
easat-8241	233	19	,	,	PUNCT
easat-8241	233	20	indicating	indicate	VERB
easat-8241	233	21	that	that	SCONJ
easat-8241	233	22	for	for	ADP
easat-8241	233	23	every	every	DET
easat-8241	233	24	one	one	NUM
easat-8241	233	25	-	-	PUNCT
easat-8241	233	26	unit	unit	NOUN
easat-8241	233	27	increase	increase	NOUN
easat-8241	233	28	in	in	ADP
easat-8241	233	29	customer	customer	NOUN
easat-8241	233	30	experience	experience	NOUN
easat-8241	233	31	,	,	PUNCT
easat-8241	233	32	brand	brand	NOUN
easat-8241	233	33	equity	equity	NOUN
easat-8241	233	34	increases	increase	NOUN
easat-8241	233	35	by	by	ADP
easat-8241	233	36	0.688	0.688	NUM
easat-8241	233	37	units	unit	NOUN
easat-8241	233	38	.	.	PUNCT
easat-8241	234	1	the	the	DET
easat-8241	234	2	result	result	NOUN
easat-8241	234	3	is	be	AUX
easat-8241	234	4	highly	highly	ADV
easat-8241	234	5	significant	significant	ADJ
easat-8241	234	6	(	(	PUNCT
easat-8241	234	7	p	p	X
easat-8241	234	8	<	<	X
easat-8241	234	9	0.001	0.001	NUM
easat-8241	234	10	,	,	PUNCT
easat-8241	234	11	t	t	NOUN
easat-8241	234	12	=	=	SYM
easat-8241	234	13	19.816	19.816	NUM
easat-8241	234	14	)	)	PUNCT
easat-8241	234	15	,	,	PUNCT
easat-8241	234	16	confirming	confirm	VERB
easat-8241	234	17	that	that	SCONJ
easat-8241	234	18	customer	customer	NOUN
easat-8241	234	19	experience	experience	NOUN
easat-8241	234	20	has	have	VERB
easat-8241	234	21	a	a	DET
easat-8241	234	22	substantial	substantial	ADJ
easat-8241	234	23	and	and	CCONJ
easat-8241	234	24	positive	positive	ADJ
easat-8241	234	25	impact	impact	NOUN
easat-8241	234	26	on	on	ADP
easat-8241	234	27	brand	brand	NOUN
easat-8241	234	28	equity	equity	NOUN
easat-8241	234	29	.	.	PUNCT
easat-8241	235	1	h3	h3	NOUN
easat-8241	235	2	:	:	PUNCT
easat-8241	235	3	customer	customer	NOUN
easat-8241	235	4	engagement	engagement	NOUN
easat-8241	235	5	positively	positively	ADV
easat-8241	235	6	affects	affect	VERB
easat-8241	235	7	brand	brand	NOUN
easat-8241	235	8	equity	equity	NOUN
easat-8241	235	9	.	.	PUNCT
easat-8241	236	1	hypothesis	hypothesis	NOUN
easat-8241	236	2	3	3	NUM
easat-8241	236	3	(	(	PUNCT
easat-8241	236	4	h3	h3	NOUN
easat-8241	236	5	)	)	PUNCT
easat-8241	236	6	is	be	AUX
easat-8241	236	7	also	also	ADV
easat-8241	236	8	supported	support	VERB
easat-8241	236	9	.	.	PUNCT
easat-8241	237	1	the	the	DET
easat-8241	237	2	unstandardized	unstandardized	ADJ
easat-8241	237	3	coefficient	coefficient	NOUN
easat-8241	237	4	(	(	PUNCT
easat-8241	237	5	b	b	NOUN
easat-8241	237	6	)	)	PUNCT
easat-8241	237	7	is	be	AUX
easat-8241	237	8	0.208	0.208	NUM
easat-8241	237	9	,	,	PUNCT
easat-8241	237	10	with	with	ADP
easat-8241	237	11	a	a	DET
easat-8241	237	12	standardized	standardized	ADJ
easat-8241	237	13	beta	beta	NOUN
easat-8241	237	14	of	of	ADP
easat-8241	237	15	0.260	0.260	NUM
easat-8241	237	16	,	,	PUNCT
easat-8241	237	17	suggesting	suggest	VERB
easat-8241	237	18	that	that	SCONJ
easat-8241	237	19	a	a	DET
easat-8241	237	20	one	one	NUM
easat-8241	237	21	-	-	PUNCT
easat-8241	237	22	unit	unit	NOUN
easat-8241	237	23	increase	increase	NOUN
easat-8241	237	24	in	in	ADP
easat-8241	237	25	customer	customer	NOUN
easat-8241	237	26	engagement	engagement	NOUN
easat-8241	237	27	leads	lead	VERB
easat-8241	237	28	to	to	ADP
easat-8241	237	29	a	a	DET
easat-8241	237	30	0.208	0.208	NUM
easat-8241	237	31	-	-	PUNCT
easat-8241	237	32	unit	unit	NOUN
easat-8241	237	33	increase	increase	NOUN
easat-8241	237	34	in	in	ADP
easat-8241	237	35	brand	brand	NOUN
easat-8241	237	36	equity	equity	NOUN
easat-8241	237	37	.	.	PUNCT
easat-8241	238	1	this	this	DET
easat-8241	238	2	relationship	relationship	NOUN
easat-8241	238	3	is	be	AUX
easat-8241	238	4	statistically	statistically	ADV
easat-8241	238	5	significant	significant	ADJ
easat-8241	238	6	(	(	PUNCT
easat-8241	238	7	p	p	X
easat-8241	238	8	<	<	X
easat-8241	238	9	0.001	0.001	NUM
easat-8241	238	10	,	,	PUNCT
easat-8241	238	11	t	t	NOUN
easat-8241	238	12	=	=	PUNCT
easat-8241	238	13	6.876	6.876	NUM
easat-8241	238	14	)	)	PUNCT
easat-8241	238	15	,	,	PUNCT
easat-8241	238	16	indicating	indicate	VERB
easat-8241	238	17	that	that	SCONJ
easat-8241	238	18	customer	customer	NOUN
easat-8241	238	19	engagement	engagement	NOUN
easat-8241	238	20	is	be	AUX
easat-8241	238	21	a	a	DET
easat-8241	238	22	meaningful	meaningful	ADJ
easat-8241	238	23	contributor	contributor	NOUN
easat-8241	238	24	to	to	PART
easat-8241	238	25	brand	brand	NOUN
easat-8241	238	26	equity	equity	NOUN
easat-8241	238	27	in	in	ADP
easat-8241	238	28	the	the	DET
easat-8241	238	29	thai	thai	PROPN
easat-8241	238	30	e	e	NOUN
easat-8241	238	31	-	-	NOUN
easat-8241	238	32	marketplace	marketplace	ADJ
easat-8241	238	33	context	context	NOUN
easat-8241	238	34	.	.	PUNCT
easat-8241	239	1	4.4	4.4	NUM
easat-8241	239	2	.	.	PUNCT
easat-8241	240	1	research	research	NOUN
easat-8241	240	2	results	result	NOUN
easat-8241	240	3	this	this	DET
easat-8241	240	4	study	study	NOUN
easat-8241	240	5	investigated	investigate	VERB
easat-8241	240	6	the	the	DET
easat-8241	240	7	influence	influence	NOUN
easat-8241	240	8	of	of	ADP
easat-8241	240	9	gamification	gamification	NOUN
easat-8241	240	10	,	,	PUNCT
easat-8241	240	11	customer	customer	NOUN
easat-8241	240	12	experience	experience	NOUN
easat-8241	240	13	,	,	PUNCT
easat-8241	240	14	and	and	CCONJ
easat-8241	240	15	customer	customer	NOUN
easat-8241	240	16	engagement	engagement	NOUN
easat-8241	240	17	on	on	ADP
easat-8241	240	18	brand	brand	NOUN
easat-8241	240	19	equity	equity	NOUN
easat-8241	240	20	among	among	ADP
easat-8241	240	21	thai	thai	PROPN
easat-8241	240	22	e	e	NOUN
easat-8241	240	23	-	-	NOUN
easat-8241	240	24	marketplace	marketplace	ADJ
easat-8241	240	25	users	user	NOUN
easat-8241	240	26	.	.	PUNCT
easat-8241	241	1	a	a	DET
easat-8241	241	2	multiple	multiple	ADJ
easat-8241	241	3	regression	regression	NOUN
easat-8241	241	4	analysis	analysis	NOUN
easat-8241	241	5	was	be	AUX
easat-8241	241	6	conducted	conduct	VERB
easat-8241	241	7	using	use	VERB
easat-8241	241	8	data	datum	NOUN
easat-8241	241	9	from	from	ADP
easat-8241	241	10	498	498	NUM
easat-8241	241	11	valid	valid	ADJ
easat-8241	241	12	responses	response	NOUN
easat-8241	241	13	.	.	PUNCT
easat-8241	242	1	the	the	DET
easat-8241	242	2	results	result	NOUN
easat-8241	242	3	offer	offer	VERB
easat-8241	242	4	valuable	valuable	ADJ
easat-8241	242	5	insights	insight	NOUN
easat-8241	242	6	into	into	ADP
easat-8241	242	7	the	the	DET
easat-8241	242	8	predictive	predictive	ADJ
easat-8241	242	9	relationships	relationship	NOUN
easat-8241	242	10	between	between	ADP
easat-8241	242	11	the	the	DET
easat-8241	242	12	proposed	propose	VERB
easat-8241	242	13	variables	variable	NOUN
easat-8241	242	14	.	.	PUNCT
easat-8241	243	1	the	the	DET
easat-8241	243	2	model	model	NOUN
easat-8241	243	3	summary	summary	NOUN
easat-8241	243	4	indicated	indicate	VERB
easat-8241	243	5	a	a	DET
easat-8241	243	6	strong	strong	ADJ
easat-8241	243	7	overall	overall	ADJ
easat-8241	243	8	fit	fit	NOUN
easat-8241	243	9	.	.	PUNCT
easat-8241	244	1	the	the	DET
easat-8241	244	2	r	r	NOUN
easat-8241	244	3	value	value	NOUN
easat-8241	244	4	was	be	AUX
easat-8241	244	5	0.838	0.838	NUM
easat-8241	244	6	,	,	PUNCT
easat-8241	244	7	and	and	CCONJ
easat-8241	244	8	the	the	DET
easat-8241	244	9	r	r	NOUN
easat-8241	244	10	square	square	ADJ
easat-8241	244	11	value	value	NOUN
easat-8241	244	12	was	be	AUX
easat-8241	244	13	0.702	0.702	NUM
easat-8241	244	14	,	,	PUNCT
easat-8241	244	15	showing	show	VERB
easat-8241	244	16	that	that	SCONJ
easat-8241	244	17	approximately	approximately	ADV
easat-8241	244	18	70.2	70.2	NUM
easat-8241	244	19	%	%	NOUN
easat-8241	244	20	of	of	ADP
easat-8241	244	21	the	the	DET
easat-8241	244	22	variance	variance	NOUN
easat-8241	244	23	in	in	ADP
easat-8241	244	24	brand	brand	NOUN
easat-8241	244	25	equity	equity	NOUN
easat-8241	244	26	can	can	AUX
easat-8241	244	27	be	be	AUX
easat-8241	244	28	explained	explain	VERB
easat-8241	244	29	by	by	ADP
easat-8241	244	30	the	the	DET
easat-8241	244	31	three	three	NUM
easat-8241	244	32	independent	independent	ADJ
easat-8241	244	33	variables	variable	NOUN
easat-8241	244	34	gamification	gamification	NOUN
easat-8241	244	35	,	,	PUNCT
easat-8241	244	36	customer	customer	NOUN
easat-8241	244	37	experience	experience	NOUN
easat-8241	244	38	,	,	PUNCT
easat-8241	244	39	and	and	CCONJ
easat-8241	244	40	customer	customer	NOUN
easat-8241	244	41	engagement	engagement	NOUN
easat-8241	244	42	.	.	PUNCT
easat-8241	245	1	the	the	DET
easat-8241	245	2	adjusted	adjust	VERB
easat-8241	245	3	r	r	NOUN
easat-8241	245	4	square	square	NOUN
easat-8241	245	5	of	of	ADP
easat-8241	245	6	0.700	0.700	NUM
easat-8241	245	7	confirmed	confirm	VERB
easat-8241	245	8	the	the	DET
easat-8241	245	9	robustness	robustness	NOUN
easat-8241	245	10	of	of	ADP
easat-8241	245	11	the	the	DET
easat-8241	245	12	model	model	NOUN
easat-8241	245	13	,	,	PUNCT
easat-8241	245	14	while	while	SCONJ
easat-8241	245	15	the	the	DET
easat-8241	245	16	standard	standard	ADJ
easat-8241	245	17	error	error	NOUN
easat-8241	245	18	of	of	ADP
easat-8241	245	19	the	the	DET
easat-8241	245	20	estimate	estimate	NOUN
easat-8241	245	21	was	be	AUX
easat-8241	245	22	relatively	relatively	ADV
easat-8241	245	23	low	low	ADJ
easat-8241	245	24	(	(	PUNCT
easat-8241	245	25	0.31113	0.31113	NUM
easat-8241	245	26	)	)	PUNCT
easat-8241	245	27	,	,	PUNCT
easat-8241	245	28	suggesting	suggest	VERB
easat-8241	245	29	accurate	accurate	ADJ
easat-8241	245	30	prediction	prediction	NOUN
easat-8241	245	31	levels	level	NOUN
easat-8241	245	32	.	.	PUNCT
easat-8241	246	1	the	the	DET
easat-8241	246	2	anova	anova	PROPN
easat-8241	246	3	test	test	NOUN
easat-8241	246	4	supported	support	VERB
easat-8241	246	5	the	the	DET
easat-8241	246	6	model	model	NOUN
easat-8241	246	7	’s	’s	PART
easat-8241	246	8	statistical	statistical	ADJ
easat-8241	246	9	significance	significance	NOUN
easat-8241	246	10	,	,	PUNCT
easat-8241	246	11	with	with	ADP
easat-8241	246	12	an	an	DET
easat-8241	246	13	f	f	NOUN
easat-8241	246	14	-	-	PUNCT
easat-8241	246	15	value	value	NOUN
easat-8241	246	16	of	of	ADP
easat-8241	246	17	387.938	387.938	NUM
easat-8241	246	18	and	and	CCONJ
easat-8241	246	19	a	a	DET
easat-8241	246	20	pvalue	pvalue	NOUN
easat-8241	246	21	less	less	ADJ
easat-8241	246	22	than	than	ADP
easat-8241	246	23	0.001	0.001	NUM
easat-8241	246	24	.	.	PUNCT
easat-8241	247	1	this	this	PRON
easat-8241	247	2	confirms	confirm	VERB
easat-8241	247	3	that	that	SCONJ
easat-8241	247	4	the	the	DET
easat-8241	247	5	combination	combination	NOUN
easat-8241	247	6	of	of	ADP
easat-8241	247	7	the	the	DET
easat-8241	247	8	independent	independent	ADJ
easat-8241	247	9	variables	variable	NOUN
easat-8241	247	10	significantly	significantly	ADV
easat-8241	247	11	contributes	contribute	VERB
easat-8241	247	12	to	to	ADP
easat-8241	247	13	explaining	explain	VERB
easat-8241	247	14	brand	brand	NOUN
easat-8241	247	15	equity	equity	NOUN
easat-8241	247	16	and	and	CCONJ
easat-8241	247	17	justifies	justify	VERB
easat-8241	247	18	further	further	ADJ
easat-8241	247	19	interpretation	interpretation	NOUN
easat-8241	247	20	of	of	ADP
easat-8241	247	21	the	the	DET
easat-8241	247	22	individual	individual	ADJ
easat-8241	247	23	regression	regression	NOUN
easat-8241	247	24	coefficients	coefficient	NOUN
easat-8241	247	25	.	.	PUNCT
easat-8241	248	1	the	the	DET
easat-8241	248	2	coefficient	coefficient	NOUN
easat-8241	248	3	analysis	analysis	NOUN
easat-8241	248	4	revealed	reveal	VERB
easat-8241	248	5	notable	notable	ADJ
easat-8241	248	6	differences	difference	NOUN
easat-8241	248	7	in	in	ADP
easat-8241	248	8	the	the	DET
easat-8241	248	9	strength	strength	NOUN
easat-8241	248	10	and	and	CCONJ
easat-8241	248	11	significance	significance	NOUN
easat-8241	248	12	of	of	ADP
easat-8241	248	13	each	each	DET
easat-8241	248	14	predictor	predictor	NOUN
easat-8241	248	15	.	.	PUNCT
easat-8241	249	1	customer	customer	NOUN
easat-8241	249	2	experience	experience	NOUN
easat-8241	249	3	had	have	VERB
easat-8241	249	4	the	the	DET
easat-8241	249	5	most	most	ADV
easat-8241	249	6	substantial	substantial	ADJ
easat-8241	249	7	impact	impact	NOUN
easat-8241	249	8	on	on	ADP
easat-8241	249	9	brand	brand	NOUN
easat-8241	249	10	equity	equity	NOUN
easat-8241	249	11	,	,	PUNCT
easat-8241	249	12	with	with	ADP
easat-8241	249	13	an	an	DET
easat-8241	249	14	unstandardized	unstandardized	ADJ
easat-8241	249	15	coefficient	coefficient	NOUN
easat-8241	249	16	(	(	PUNCT
easat-8241	249	17	b	b	NOUN
easat-8241	249	18	)	)	PUNCT
easat-8241	249	19	of	of	ADP
easat-8241	249	20	0.688	0.688	NUM
easat-8241	249	21	and	and	CCONJ
easat-8241	249	22	a	a	DET
easat-8241	249	23	highly	highly	ADV
easat-8241	249	24	significant	significant	ADJ
easat-8241	249	25	p	p	NOUN
easat-8241	249	26	-	-	PUNCT
easat-8241	249	27	value	value	NOUN
easat-8241	249	28	(	(	PUNCT
easat-8241	249	29	p	p	X
easat-8241	249	30	<	<	X
easat-8241	249	31	0.001	0.001	NUM
easat-8241	249	32	)	)	PUNCT
easat-8241	249	33	.	.	PUNCT
easat-8241	250	1	this	this	DET
easat-8241	250	2	finding	find	VERB
easat-8241	250	3	1794	1794	NUM
easat-8241	250	4	edelweiss	edelweiss	PROPN
easat-8241	250	5	applied	apply	VERB
easat-8241	250	6	science	science	NOUN
easat-8241	250	7	and	and	CCONJ
easat-8241	250	8	technology	technology	NOUN
easat-8241	250	9	issn	issn	PROPN
easat-8241	250	10	:	:	PUNCT
easat-8241	250	11	2576	2576	NUM
easat-8241	250	12	-	-	SYM
easat-8241	250	13	8484	8484	NUM
easat-8241	250	14	vol	vol	NOUN
easat-8241	250	15	.	.	PROPN
easat-8241	251	1	9	9	NUM
easat-8241	251	2	,	,	PUNCT
easat-8241	251	3	no	no	INTJ
easat-8241	251	4	.	.	NOUN
easat-8241	251	5	6	6	NUM
easat-8241	251	6	:	:	SYM
easat-8241	251	7	1784	1784	NUM
easat-8241	251	8	-	-	SYM
easat-8241	251	9	1798	1798	NUM
easat-8241	251	10	,	,	PUNCT
easat-8241	251	11	2025	2025	NUM
easat-8241	251	12	doi	doi	NOUN
easat-8241	251	13	:	:	PUNCT
easat-8241	251	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	251	15	©	©	PROPN
easat-8241	251	16	2025	2025	NUM
easat-8241	251	17	by	by	ADP
easat-8241	251	18	the	the	DET
easat-8241	251	19	authors	author	NOUN
easat-8241	251	20	;	;	PUNCT
easat-8241	251	21	licensee	licensee	PROPN
easat-8241	251	22	learning	learn	VERB
easat-8241	251	23	gate	gate	PROPN
easat-8241	251	24	suggests	suggest	VERB
easat-8241	251	25	that	that	SCONJ
easat-8241	251	26	positive	positive	ADJ
easat-8241	251	27	customer	customer	NOUN
easat-8241	251	28	experiences	experience	NOUN
easat-8241	251	29	such	such	ADJ
easat-8241	251	30	as	as	ADP
easat-8241	251	31	personalization	personalization	NOUN
easat-8241	251	32	,	,	PUNCT
easat-8241	251	33	reliability	reliability	NOUN
easat-8241	251	34	,	,	PUNCT
easat-8241	251	35	and	and	CCONJ
easat-8241	251	36	satisfaction	satisfaction	NOUN
easat-8241	251	37	strongly	strongly	ADV
easat-8241	251	38	enhance	enhance	VERB
easat-8241	251	39	brand	brand	NOUN
easat-8241	251	40	equity	equity	NOUN
easat-8241	251	41	in	in	ADP
easat-8241	251	42	e	e	NOUN
easat-8241	251	43	-	-	NOUN
easat-8241	251	44	marketplace	marketplace	ADJ
easat-8241	251	45	platforms	platform	NOUN
easat-8241	251	46	.	.	PUNCT
easat-8241	252	1	customer	customer	NOUN
easat-8241	252	2	engagement	engagement	NOUN
easat-8241	252	3	also	also	ADV
easat-8241	252	4	demonstrated	demonstrate	VERB
easat-8241	252	5	a	a	DET
easat-8241	252	6	significant	significant	ADJ
easat-8241	252	7	positive	positive	ADJ
easat-8241	252	8	relationship	relationship	NOUN
easat-8241	252	9	with	with	ADP
easat-8241	252	10	brand	brand	NOUN
easat-8241	252	11	equity	equity	NOUN
easat-8241	252	12	(	(	PUNCT
easat-8241	252	13	b	b	NOUN
easat-8241	252	14	=	=	SYM
easat-8241	252	15	0.208	0.208	NUM
easat-8241	252	16	,	,	PUNCT
easat-8241	252	17	p	p	X
easat-8241	252	18	<	<	X
easat-8241	252	19	0.001	0.001	NUM
easat-8241	252	20	)	)	PUNCT
easat-8241	252	21	.	.	PUNCT
easat-8241	253	1	this	this	DET
easat-8241	253	2	result	result	NOUN
easat-8241	253	3	indicates	indicate	VERB
easat-8241	253	4	that	that	SCONJ
easat-8241	253	5	emotionally	emotionally	ADV
easat-8241	253	6	and	and	CCONJ
easat-8241	253	7	behaviorally	behaviorally	ADV
easat-8241	253	8	invested	invest	VERB
easat-8241	253	9	customers	customer	NOUN
easat-8241	253	10	are	be	AUX
easat-8241	253	11	more	more	ADV
easat-8241	253	12	likely	likely	ADJ
easat-8241	253	13	to	to	PART
easat-8241	253	14	develop	develop	VERB
easat-8241	253	15	favorable	favorable	ADJ
easat-8241	253	16	perceptions	perception	NOUN
easat-8241	253	17	of	of	ADP
easat-8241	253	18	the	the	DET
easat-8241	253	19	brand	brand	NOUN
easat-8241	253	20	,	,	PUNCT
easat-8241	253	21	leading	lead	VERB
easat-8241	253	22	to	to	ADP
easat-8241	253	23	increased	increase	VERB
easat-8241	253	24	brand	brand	NOUN
easat-8241	253	25	equity	equity	NOUN
easat-8241	253	26	.	.	PUNCT
easat-8241	254	1	in	in	ADP
easat-8241	254	2	contrast	contrast	NOUN
easat-8241	254	3	,	,	PUNCT
easat-8241	254	4	gamification	gamification	PROPN
easat-8241	254	5	was	be	AUX
easat-8241	254	6	found	find	VERB
easat-8241	254	7	to	to	PART
easat-8241	254	8	have	have	VERB
easat-8241	254	9	a	a	DET
easat-8241	254	10	negative	negative	ADJ
easat-8241	254	11	but	but	CCONJ
easat-8241	254	12	statistically	statistically	ADV
easat-8241	254	13	non	non	ADJ
easat-8241	254	14	-	-	ADJ
easat-8241	254	15	significant	significant	ADJ
easat-8241	254	16	effect	effect	NOUN
easat-8241	254	17	on	on	ADP
easat-8241	254	18	brand	brand	NOUN
easat-8241	254	19	equity	equity	NOUN
easat-8241	254	20	(	(	PUNCT
easat-8241	254	21	b	b	NOUN
easat-8241	254	22	=	=	PUNCT
easat-8241	254	23	–	–	PUNCT
easat-8241	254	24	0.042	0.042	NUM
easat-8241	254	25	,	,	PUNCT
easat-8241	254	26	p	p	NOUN
easat-8241	254	27	=	=	NOUN
easat-8241	254	28	0.094	0.094	NUM
easat-8241	254	29	)	)	PUNCT
easat-8241	254	30	.	.	PUNCT
easat-8241	255	1	this	this	PRON
easat-8241	255	2	suggests	suggest	VERB
easat-8241	255	3	that	that	SCONJ
easat-8241	255	4	,	,	PUNCT
easat-8241	255	5	in	in	ADP
easat-8241	255	6	this	this	DET
easat-8241	255	7	context	context	NOUN
easat-8241	255	8	,	,	PUNCT
easat-8241	255	9	gamified	gamifie	VERB
easat-8241	255	10	features	feature	NOUN
easat-8241	255	11	such	such	ADJ
easat-8241	255	12	as	as	ADP
easat-8241	255	13	points	point	NOUN
easat-8241	255	14	,	,	PUNCT
easat-8241	255	15	rewards	reward	NOUN
easat-8241	255	16	,	,	PUNCT
easat-8241	255	17	or	or	CCONJ
easat-8241	255	18	mini	mini	NOUN
easat-8241	255	19	-	-	NOUN
easat-8241	255	20	games	game	NOUN
easat-8241	255	21	did	do	AUX
easat-8241	255	22	not	not	PART
easat-8241	255	23	significantly	significantly	ADV
easat-8241	255	24	shape	shape	VERB
easat-8241	255	25	consumer	consumer	NOUN
easat-8241	255	26	perceptions	perception	NOUN
easat-8241	255	27	of	of	ADP
easat-8241	255	28	brand	brand	NOUN
easat-8241	255	29	value	value	NOUN
easat-8241	255	30	.	.	PUNCT
easat-8241	256	1	5	5	X
easat-8241	256	2	.	.	X
easat-8241	256	3	discussion	discussion	NOUN
easat-8241	256	4	the	the	DET
easat-8241	256	5	findings	finding	NOUN
easat-8241	256	6	of	of	ADP
easat-8241	256	7	this	this	DET
easat-8241	256	8	study	study	NOUN
easat-8241	256	9	provide	provide	VERB
easat-8241	256	10	meaningful	meaningful	ADJ
easat-8241	256	11	insights	insight	NOUN
easat-8241	256	12	into	into	ADP
easat-8241	256	13	the	the	DET
easat-8241	256	14	factors	factor	NOUN
easat-8241	256	15	influencing	influence	VERB
easat-8241	256	16	brand	brand	NOUN
easat-8241	256	17	equity	equity	NOUN
easat-8241	256	18	in	in	ADP
easat-8241	256	19	the	the	DET
easat-8241	256	20	context	context	NOUN
easat-8241	256	21	of	of	ADP
easat-8241	256	22	thai	thai	PROPN
easat-8241	256	23	e	e	NOUN
easat-8241	256	24	-	-	NOUN
easat-8241	256	25	marketplaces	marketplace	NOUN
easat-8241	256	26	,	,	PUNCT
easat-8241	256	27	particularly	particularly	ADV
easat-8241	256	28	shopee	shopee	NOUN
easat-8241	256	29	and	and	CCONJ
easat-8241	256	30	lazada	lazada	NOUN
easat-8241	256	31	.	.	PUNCT
easat-8241	257	1	by	by	ADP
easat-8241	257	2	examining	examine	VERB
easat-8241	257	3	the	the	DET
easat-8241	257	4	effects	effect	NOUN
easat-8241	257	5	of	of	ADP
easat-8241	257	6	gamification	gamification	NOUN
easat-8241	257	7	,	,	PUNCT
easat-8241	257	8	customer	customer	NOUN
easat-8241	257	9	experience	experience	NOUN
easat-8241	257	10	,	,	PUNCT
easat-8241	257	11	and	and	CCONJ
easat-8241	257	12	customer	customer	NOUN
easat-8241	257	13	engagement	engagement	NOUN
easat-8241	257	14	,	,	PUNCT
easat-8241	257	15	the	the	DET
easat-8241	257	16	results	result	NOUN
easat-8241	257	17	contribute	contribute	VERB
easat-8241	257	18	to	to	ADP
easat-8241	257	19	both	both	CCONJ
easat-8241	257	20	theoretical	theoretical	ADJ
easat-8241	257	21	understanding	understanding	NOUN
easat-8241	257	22	and	and	CCONJ
easat-8241	257	23	practical	practical	ADJ
easat-8241	257	24	applications	application	NOUN
easat-8241	257	25	in	in	ADP
easat-8241	257	26	digital	digital	ADJ
easat-8241	257	27	marketing	marketing	NOUN
easat-8241	257	28	and	and	CCONJ
easat-8241	257	29	brand	brand	NOUN
easat-8241	257	30	management	management	NOUN
easat-8241	257	31	.	.	PUNCT
easat-8241	258	1	the	the	DET
easat-8241	258	2	most	most	ADV
easat-8241	258	3	significant	significant	ADJ
easat-8241	258	4	finding	finding	NOUN
easat-8241	258	5	was	be	AUX
easat-8241	258	6	the	the	DET
easat-8241	258	7	strong	strong	ADJ
easat-8241	258	8	positive	positive	ADJ
easat-8241	258	9	relationship	relationship	NOUN
easat-8241	258	10	between	between	ADP
easat-8241	258	11	customer	customer	NOUN
easat-8241	258	12	experience	experience	NOUN
easat-8241	258	13	and	and	CCONJ
easat-8241	258	14	brand	brand	NOUN
easat-8241	258	15	equity	equity	NOUN
easat-8241	258	16	.	.	PUNCT
easat-8241	259	1	this	this	PRON
easat-8241	259	2	aligns	align	VERB
easat-8241	259	3	with	with	ADP
easat-8241	259	4	previous	previous	ADJ
easat-8241	259	5	research	research	NOUN
easat-8241	259	6	(	(	PUNCT
easat-8241	259	7	e.g.	e.g.	ADV
easat-8241	259	8	,	,	PUNCT
easat-8241	259	9	[	[	X
easat-8241	259	10	45	45	NUM
easat-8241	259	11	,	,	PUNCT
easat-8241	259	12	53	53	NUM
easat-8241	259	13	]	]	PUNCT
easat-8241	259	14	)	)	PUNCT
easat-8241	259	15	and	and	CCONJ
easat-8241	259	16	underscores	underscore	VERB
easat-8241	259	17	the	the	DET
easat-8241	259	18	importance	importance	NOUN
easat-8241	259	19	of	of	ADP
easat-8241	259	20	delivering	deliver	VERB
easat-8241	259	21	seamless	seamless	ADV
easat-8241	259	22	,	,	PUNCT
easat-8241	259	23	personalized	personalized	ADJ
easat-8241	259	24	,	,	PUNCT
easat-8241	259	25	and	and	CCONJ
easat-8241	259	26	emotionally	emotionally	ADV
easat-8241	259	27	resonant	resonant	ADJ
easat-8241	259	28	experiences	experience	NOUN
easat-8241	259	29	.	.	PUNCT
easat-8241	260	1	in	in	ADP
easat-8241	260	2	highly	highly	ADV
easat-8241	260	3	competitive	competitive	ADJ
easat-8241	260	4	digital	digital	ADJ
easat-8241	260	5	environments	environment	NOUN
easat-8241	260	6	,	,	PUNCT
easat-8241	260	7	consumers	consumer	NOUN
easat-8241	260	8	form	form	VERB
easat-8241	260	9	brand	brand	NOUN
easat-8241	260	10	perceptions	perception	NOUN
easat-8241	260	11	not	not	PART
easat-8241	260	12	only	only	ADV
easat-8241	260	13	from	from	ADP
easat-8241	260	14	product	product	NOUN
easat-8241	260	15	quality	quality	NOUN
easat-8241	260	16	or	or	CCONJ
easat-8241	260	17	price	price	NOUN
easat-8241	260	18	but	but	CCONJ
easat-8241	260	19	also	also	ADV
easat-8241	260	20	from	from	ADP
easat-8241	260	21	how	how	SCONJ
easat-8241	260	22	they	they	PRON
easat-8241	260	23	feel	feel	VERB
easat-8241	260	24	throughout	throughout	ADP
easat-8241	260	25	the	the	DET
easat-8241	260	26	purchase	purchase	NOUN
easat-8241	260	27	journey	journey	NOUN
easat-8241	260	28	.	.	PUNCT
easat-8241	261	1	these	these	DET
easat-8241	261	2	experiences	experience	NOUN
easat-8241	261	3	contribute	contribute	VERB
easat-8241	261	4	to	to	ADP
easat-8241	261	5	stronger	strong	ADJ
easat-8241	261	6	brand	brand	NOUN
easat-8241	261	7	associations	association	NOUN
easat-8241	261	8	,	,	PUNCT
easat-8241	261	9	higher	high	ADJ
easat-8241	261	10	recognition	recognition	NOUN
easat-8241	261	11	,	,	PUNCT
easat-8241	261	12	and	and	CCONJ
easat-8241	261	13	long	long	ADJ
easat-8241	261	14	-	-	PUNCT
easat-8241	261	15	term	term	NOUN
easat-8241	261	16	loyalty	loyalty	NOUN
easat-8241	261	17	core	core	NOUN
easat-8241	261	18	dimensions	dimension	NOUN
easat-8241	261	19	of	of	ADP
easat-8241	261	20	brand	brand	NOUN
easat-8241	261	21	equity	equity	NOUN
easat-8241	261	22	.	.	PUNCT
easat-8241	262	1	similarly	similarly	ADV
easat-8241	262	2	,	,	PUNCT
easat-8241	262	3	customer	customer	NOUN
easat-8241	262	4	engagement	engagement	NOUN
easat-8241	262	5	showed	show	VERB
easat-8241	262	6	a	a	DET
easat-8241	262	7	significant	significant	ADJ
easat-8241	262	8	positive	positive	ADJ
easat-8241	262	9	effect	effect	NOUN
easat-8241	262	10	on	on	ADP
easat-8241	262	11	brand	brand	NOUN
easat-8241	262	12	equity	equity	NOUN
easat-8241	262	13	,	,	PUNCT
easat-8241	262	14	supporting	support	VERB
easat-8241	262	15	earlier	early	ADJ
easat-8241	262	16	studies	study	NOUN
easat-8241	262	17	kumar	kumar	PROPN
easat-8241	262	18	and	and	CCONJ
easat-8241	262	19	pansari	pansari	PROPN
easat-8241	263	1	[	[	X
easat-8241	263	2	54	54	NUM
easat-8241	263	3	]	]	PUNCT
easat-8241	263	4	.	.	PUNCT
easat-8241	264	1	engaged	engage	VERB
easat-8241	264	2	customers	customer	NOUN
easat-8241	264	3	are	be	AUX
easat-8241	264	4	not	not	PART
easat-8241	264	5	passive	passive	ADJ
easat-8241	264	6	consumers	consumer	NOUN
easat-8241	264	7	;	;	PUNCT
easat-8241	264	8	they	they	PRON
easat-8241	264	9	actively	actively	ADV
easat-8241	264	10	interact	interact	VERB
easat-8241	264	11	with	with	ADP
easat-8241	264	12	content	content	NOUN
easat-8241	264	13	,	,	PUNCT
easat-8241	264	14	share	share	NOUN
easat-8241	264	15	experiences	experience	NOUN
easat-8241	264	16	,	,	PUNCT
easat-8241	264	17	and	and	CCONJ
easat-8241	264	18	even	even	ADV
easat-8241	264	19	co	co	ADJ
easat-8241	264	20	-	-	ADJ
easat-8241	264	21	create	create	ADJ
easat-8241	264	22	brand	brand	NOUN
easat-8241	264	23	value	value	NOUN
easat-8241	264	24	through	through	ADP
easat-8241	264	25	participation	participation	NOUN
easat-8241	264	26	.	.	PUNCT
easat-8241	265	1	these	these	DET
easat-8241	265	2	interactions	interaction	NOUN
easat-8241	265	3	enhance	enhance	VERB
easat-8241	265	4	emotional	emotional	ADJ
easat-8241	265	5	attachment	attachment	NOUN
easat-8241	265	6	,	,	PUNCT
easat-8241	265	7	trust	trust	NOUN
easat-8241	265	8	,	,	PUNCT
easat-8241	265	9	and	and	CCONJ
easat-8241	265	10	advocacy	advocacy	NOUN
easat-8241	265	11	crucial	crucial	ADJ
easat-8241	265	12	elements	element	NOUN
easat-8241	265	13	in	in	ADP
easat-8241	265	14	strengthening	strengthen	VERB
easat-8241	265	15	brand	brand	NOUN
easat-8241	265	16	image	image	NOUN
easat-8241	265	17	and	and	CCONJ
easat-8241	265	18	loyalty	loyalty	NOUN
easat-8241	265	19	.	.	PUNCT
easat-8241	266	1	this	this	DET
easat-8241	266	2	finding	finding	NOUN
easat-8241	266	3	suggests	suggest	VERB
easat-8241	266	4	that	that	SCONJ
easat-8241	266	5	digital	digital	ADJ
easat-8241	266	6	platforms	platform	NOUN
easat-8241	266	7	should	should	AUX
easat-8241	266	8	foster	foster	VERB
easat-8241	266	9	interactive	interactive	ADJ
easat-8241	266	10	communities	community	NOUN
easat-8241	266	11	,	,	PUNCT
easat-8241	266	12	personalized	personalized	ADJ
easat-8241	266	13	communication	communication	NOUN
easat-8241	266	14	,	,	PUNCT
easat-8241	266	15	and	and	CCONJ
easat-8241	266	16	meaningful	meaningful	ADJ
easat-8241	266	17	engagement	engagement	NOUN
easat-8241	266	18	to	to	PART
easat-8241	266	19	build	build	VERB
easat-8241	266	20	strong	strong	ADJ
easat-8241	266	21	brand	brand	NOUN
easat-8241	266	22	-	-	PUNCT
easat-8241	266	23	consumer	consumer	NOUN
easat-8241	266	24	relationships	relationship	NOUN
easat-8241	266	25	.	.	PUNCT
easat-8241	267	1	in	in	ADP
easat-8241	267	2	contrast	contrast	NOUN
easat-8241	267	3	,	,	PUNCT
easat-8241	267	4	gamification	gamification	NOUN
easat-8241	267	5	did	do	AUX
easat-8241	267	6	not	not	PART
easat-8241	267	7	have	have	VERB
easat-8241	267	8	a	a	DET
easat-8241	267	9	significant	significant	ADJ
easat-8241	267	10	effect	effect	NOUN
easat-8241	267	11	on	on	ADP
easat-8241	267	12	brand	brand	NOUN
easat-8241	267	13	equity	equity	NOUN
easat-8241	267	14	in	in	ADP
easat-8241	267	15	this	this	DET
easat-8241	267	16	study	study	NOUN
easat-8241	267	17	.	.	PUNCT
easat-8241	268	1	while	while	SCONJ
easat-8241	268	2	gamification	gamification	NOUN
easat-8241	268	3	has	have	AUX
easat-8241	268	4	been	be	AUX
easat-8241	268	5	widely	widely	ADV
easat-8241	268	6	regarded	regard	VERB
easat-8241	268	7	as	as	ADP
easat-8241	268	8	an	an	DET
easat-8241	268	9	effective	effective	ADJ
easat-8241	268	10	engagement	engagement	NOUN
easat-8241	268	11	tool	tool	NOUN
easat-8241	268	12	[	[	X
easat-8241	268	13	8	8	NUM
easat-8241	268	14	,	,	PUNCT
easat-8241	268	15	30	30	NUM
easat-8241	268	16	]	]	PUNCT
easat-8241	268	17	its	its	PRON
easat-8241	268	18	lack	lack	NOUN
easat-8241	268	19	of	of	ADP
easat-8241	268	20	influence	influence	NOUN
easat-8241	268	21	here	here	ADV
easat-8241	268	22	may	may	AUX
easat-8241	268	23	point	point	VERB
easat-8241	268	24	to	to	ADP
easat-8241	268	25	contextual	contextual	ADJ
easat-8241	268	26	limitations	limitation	NOUN
easat-8241	268	27	.	.	PUNCT
easat-8241	269	1	thai	thai	NOUN
easat-8241	269	2	consumers	consumer	NOUN
easat-8241	269	3	may	may	AUX
easat-8241	269	4	view	view	VERB
easat-8241	269	5	gamified	gamifie	VERB
easat-8241	269	6	features	feature	NOUN
easat-8241	269	7	as	as	ADP
easat-8241	269	8	secondary	secondary	ADJ
easat-8241	269	9	to	to	ADP
easat-8241	269	10	core	core	NOUN
easat-8241	269	11	shopping	shopping	NOUN
easat-8241	269	12	functions	function	NOUN
easat-8241	269	13	,	,	PUNCT
easat-8241	269	14	or	or	CCONJ
easat-8241	269	15	they	they	PRON
easat-8241	269	16	may	may	AUX
easat-8241	269	17	not	not	PART
easat-8241	269	18	perceive	perceive	VERB
easat-8241	269	19	these	these	DET
easat-8241	269	20	features	feature	NOUN
easat-8241	269	21	as	as	ADP
easat-8241	269	22	directly	directly	ADV
easat-8241	269	23	linked	link	VERB
easat-8241	269	24	to	to	ADP
easat-8241	269	25	brand	brand	NOUN
easat-8241	269	26	value	value	NOUN
easat-8241	269	27	.	.	PUNCT
easat-8241	270	1	it	it	PRON
easat-8241	270	2	is	be	AUX
easat-8241	270	3	also	also	ADV
easat-8241	270	4	possible	possible	ADJ
easat-8241	270	5	that	that	SCONJ
easat-8241	270	6	gamification	gamification	NOUN
easat-8241	270	7	's	's	PART
easat-8241	270	8	effectiveness	effectiveness	NOUN
easat-8241	270	9	depends	depend	VERB
easat-8241	270	10	on	on	ADP
easat-8241	270	11	the	the	DET
easat-8241	270	12	type	type	NOUN
easat-8241	270	13	and	and	CCONJ
easat-8241	270	14	quality	quality	NOUN
easat-8241	270	15	of	of	ADP
easat-8241	270	16	its	its	PRON
easat-8241	270	17	implementation	implementation	NOUN
easat-8241	270	18	,	,	PUNCT
easat-8241	270	19	or	or	CCONJ
easat-8241	270	20	that	that	SCONJ
easat-8241	270	21	it	it	PRON
easat-8241	270	22	may	may	AUX
easat-8241	270	23	function	function	VERB
easat-8241	270	24	better	well	ADV
easat-8241	270	25	as	as	ADP
easat-8241	270	26	a	a	DET
easat-8241	270	27	moderator	moderator	NOUN
easat-8241	270	28	or	or	CCONJ
easat-8241	270	29	mediator	mediator	NOUN
easat-8241	270	30	rather	rather	ADV
easat-8241	270	31	than	than	ADP
easat-8241	270	32	a	a	DET
easat-8241	270	33	direct	direct	ADJ
easat-8241	270	34	predictor	predictor	NOUN
easat-8241	270	35	.	.	PUNCT
easat-8241	271	1	this	this	DET
easat-8241	271	2	finding	finding	NOUN
easat-8241	271	3	raises	raise	VERB
easat-8241	271	4	important	important	ADJ
easat-8241	271	5	questions	question	NOUN
easat-8241	271	6	for	for	ADP
easat-8241	271	7	marketers	marketer	NOUN
easat-8241	271	8	:	:	PUNCT
easat-8241	271	9	while	while	SCONJ
easat-8241	271	10	gamification	gamification	NOUN
easat-8241	271	11	can	can	AUX
easat-8241	271	12	attract	attract	VERB
easat-8241	271	13	attention	attention	NOUN
easat-8241	271	14	and	and	CCONJ
easat-8241	271	15	boost	boost	VERB
easat-8241	271	16	short	short	ADJ
easat-8241	271	17	-	-	PUNCT
easat-8241	271	18	term	term	NOUN
easat-8241	271	19	interaction	interaction	NOUN
easat-8241	271	20	,	,	PUNCT
easat-8241	271	21	it	it	PRON
easat-8241	271	22	may	may	AUX
easat-8241	271	23	not	not	PART
easat-8241	271	24	automatically	automatically	ADV
easat-8241	271	25	translate	translate	VERB
easat-8241	271	26	to	to	ADP
easat-8241	271	27	enhanced	enhanced	ADJ
easat-8241	271	28	brand	brand	NOUN
easat-8241	271	29	perceptions	perception	NOUN
easat-8241	271	30	or	or	CCONJ
easat-8241	271	31	loyalty	loyalty	NOUN
easat-8241	271	32	unless	unless	SCONJ
easat-8241	271	33	strategically	strategically	ADV
easat-8241	271	34	aligned	align	VERB
easat-8241	271	35	with	with	ADP
easat-8241	271	36	broader	broad	ADJ
easat-8241	271	37	customer	customer	NOUN
easat-8241	271	38	experience	experience	NOUN
easat-8241	271	39	and	and	CCONJ
easat-8241	271	40	engagement	engagement	NOUN
easat-8241	271	41	goals	goal	NOUN
easat-8241	271	42	.	.	PUNCT
easat-8241	272	1	taken	take	VERB
easat-8241	272	2	together	together	ADV
easat-8241	272	3	,	,	PUNCT
easat-8241	272	4	the	the	DET
easat-8241	272	5	results	result	NOUN
easat-8241	272	6	suggest	suggest	VERB
easat-8241	272	7	that	that	SCONJ
easat-8241	272	8	customer	customer	NOUN
easat-8241	272	9	-	-	PUNCT
easat-8241	272	10	centric	centric	NOUN
easat-8241	272	11	strategies	strategy	NOUN
easat-8241	272	12	especially	especially	ADV
easat-8241	272	13	those	those	PRON
easat-8241	272	14	that	that	PRON
easat-8241	272	15	prioritize	prioritize	VERB
easat-8241	272	16	experience	experience	NOUN
easat-8241	272	17	quality	quality	NOUN
easat-8241	272	18	and	and	CCONJ
easat-8241	272	19	sustained	sustained	ADJ
easat-8241	272	20	engagement	engagement	NOUN
easat-8241	272	21	are	be	AUX
easat-8241	272	22	more	more	ADV
easat-8241	272	23	impactful	impactful	ADJ
easat-8241	272	24	in	in	ADP
easat-8241	272	25	shaping	shape	VERB
easat-8241	272	26	brand	brand	NOUN
easat-8241	272	27	equity	equity	NOUN
easat-8241	272	28	than	than	ADP
easat-8241	272	29	standalone	standalone	ADJ
easat-8241	272	30	gamified	gamifie	VERB
easat-8241	272	31	features	feature	NOUN
easat-8241	272	32	.	.	PUNCT
easat-8241	273	1	for	for	ADP
easat-8241	273	2	e	e	NOUN
easat-8241	273	3	-	-	NOUN
easat-8241	273	4	marketplaces	marketplace	NOUN
easat-8241	273	5	operating	operate	VERB
easat-8241	273	6	in	in	ADP
easat-8241	273	7	thailand	thailand	PROPN
easat-8241	273	8	or	or	CCONJ
easat-8241	273	9	similar	similar	ADJ
easat-8241	273	10	markets	market	NOUN
easat-8241	273	11	,	,	PUNCT
easat-8241	273	12	investing	invest	VERB
easat-8241	273	13	in	in	ADP
easat-8241	273	14	responsive	responsive	ADJ
easat-8241	273	15	service	service	NOUN
easat-8241	273	16	,	,	PUNCT
easat-8241	273	17	intuitive	intuitive	ADJ
easat-8241	273	18	design	design	NOUN
easat-8241	273	19	,	,	PUNCT
easat-8241	273	20	personalized	personalized	ADJ
easat-8241	273	21	experiences	experience	NOUN
easat-8241	273	22	,	,	PUNCT
easat-8241	273	23	and	and	CCONJ
easat-8241	273	24	relationship	relationship	NOUN
easat-8241	273	25	-	-	PUNCT
easat-8241	273	26	driven	drive	VERB
easat-8241	273	27	engagement	engagement	NOUN
easat-8241	273	28	may	may	AUX
easat-8241	273	29	yield	yield	VERB
easat-8241	273	30	stronger	strong	ADJ
easat-8241	273	31	brand	brand	NOUN
easat-8241	273	32	loyalty	loyalty	NOUN
easat-8241	273	33	and	and	CCONJ
easat-8241	273	34	customer	customer	NOUN
easat-8241	273	35	retention	retention	NOUN
easat-8241	273	36	than	than	ADP
easat-8241	273	37	simply	simply	ADV
easat-8241	273	38	adding	add	VERB
easat-8241	273	39	gamified	gamifie	VERB
easat-8241	273	40	elements	element	NOUN
easat-8241	273	41	.	.	PUNCT
easat-8241	274	1	5.1	5.1	NUM
easat-8241	274	2	.	.	PUNCT
easat-8241	274	3	implications	implication	NOUN
easat-8241	274	4	for	for	ADP
easat-8241	274	5	practice	practice	NOUN
easat-8241	274	6	the	the	DET
easat-8241	274	7	findings	finding	NOUN
easat-8241	274	8	of	of	ADP
easat-8241	274	9	this	this	DET
easat-8241	274	10	study	study	NOUN
easat-8241	274	11	offer	offer	VERB
easat-8241	274	12	several	several	ADJ
easat-8241	274	13	practical	practical	ADJ
easat-8241	274	14	implications	implication	NOUN
easat-8241	274	15	for	for	ADP
easat-8241	274	16	e	e	NOUN
easat-8241	274	17	-	-	NOUN
easat-8241	274	18	marketplace	marketplace	ADJ
easat-8241	274	19	platforms	platform	NOUN
easat-8241	274	20	,	,	PUNCT
easat-8241	274	21	brand	brand	NOUN
easat-8241	274	22	managers	manager	NOUN
easat-8241	274	23	,	,	PUNCT
easat-8241	274	24	and	and	CCONJ
easat-8241	274	25	digital	digital	ADJ
easat-8241	274	26	marketers	marketer	NOUN
easat-8241	274	27	operating	operate	VERB
easat-8241	274	28	in	in	ADP
easat-8241	274	29	thailand	thailand	PROPN
easat-8241	274	30	and	and	CCONJ
easat-8241	274	31	similar	similar	ADJ
easat-8241	274	32	digital	digital	ADJ
easat-8241	274	33	commerce	commerce	NOUN
easat-8241	274	34	environments	environment	NOUN
easat-8241	274	35	.	.	PUNCT
easat-8241	275	1	firstly	firstly	ADV
easat-8241	275	2	,	,	PUNCT
easat-8241	275	3	the	the	DET
easat-8241	275	4	significant	significant	ADJ
easat-8241	275	5	influence	influence	NOUN
easat-8241	275	6	of	of	ADP
easat-8241	275	7	customer	customer	NOUN
easat-8241	275	8	experience	experience	NOUN
easat-8241	275	9	on	on	ADP
easat-8241	275	10	brand	brand	NOUN
easat-8241	275	11	equity	equity	NOUN
easat-8241	275	12	highlights	highlight	NOUN
easat-8241	275	13	the	the	DET
easat-8241	275	14	importance	importance	NOUN
easat-8241	275	15	of	of	ADP
easat-8241	275	16	delivering	deliver	VERB
easat-8241	275	17	consistent	consistent	ADJ
easat-8241	275	18	,	,	PUNCT
easat-8241	275	19	personalized	personalized	ADJ
easat-8241	275	20	,	,	PUNCT
easat-8241	275	21	and	and	CCONJ
easat-8241	275	22	emotionally	emotionally	ADV
easat-8241	275	23	satisfying	satisfy	VERB
easat-8241	275	24	user	user	NOUN
easat-8241	275	25	journeys	journey	NOUN
easat-8241	275	26	.	.	PUNCT
easat-8241	276	1	e	e	X
easat-8241	276	2	-	-	NOUN
easat-8241	276	3	marketplaces	marketplace	NOUN
easat-8241	276	4	should	should	AUX
easat-8241	276	5	prioritize	prioritize	VERB
easat-8241	276	6	user	user	NOUN
easat-8241	276	7	-	-	PUNCT
easat-8241	276	8	friendly	friendly	ADJ
easat-8241	276	9	interfaces	interface	NOUN
easat-8241	276	10	,	,	PUNCT
easat-8241	276	11	efficient	efficient	ADJ
easat-8241	276	12	customer	customer	NOUN
easat-8241	276	13	service	service	NOUN
easat-8241	276	14	,	,	PUNCT
easat-8241	276	15	and	and	CCONJ
easat-8241	276	16	intuitive	intuitive	ADJ
easat-8241	276	17	shopping	shopping	NOUN
easat-8241	276	18	flows	flow	VERB
easat-8241	276	19	to	to	PART
easat-8241	276	20	foster	foster	VERB
easat-8241	276	21	positive	positive	ADJ
easat-8241	276	22	brand	brand	NOUN
easat-8241	276	23	perceptions	perception	NOUN
easat-8241	276	24	and	and	CCONJ
easat-8241	276	25	long	long	ADJ
easat-8241	276	26	-	-	PUNCT
easat-8241	276	27	term	term	NOUN
easat-8241	276	28	loyalty	loyalty	NOUN
easat-8241	276	29	.	.	PUNCT
easat-8241	277	1	features	feature	NOUN
easat-8241	277	2	that	that	PRON
easat-8241	277	3	reduce	reduce	VERB
easat-8241	277	4	friction	friction	NOUN
easat-8241	277	5	and	and	CCONJ
easat-8241	277	6	increase	increase	VERB
easat-8241	277	7	convenience	convenience	NOUN
easat-8241	277	8	1795	1795	NUM
easat-8241	277	9	edelweiss	edelweiss	PROPN
easat-8241	277	10	applied	apply	VERB
easat-8241	277	11	science	science	NOUN
easat-8241	277	12	and	and	CCONJ
easat-8241	277	13	technology	technology	NOUN
easat-8241	277	14	issn	issn	PROPN
easat-8241	277	15	:	:	PUNCT
easat-8241	277	16	2576	2576	NUM
easat-8241	277	17	-	-	SYM
easat-8241	277	18	8484	8484	NUM
easat-8241	277	19	vol	vol	NOUN
easat-8241	277	20	.	.	PROPN
easat-8241	278	1	9	9	NUM
easat-8241	278	2	,	,	PUNCT
easat-8241	278	3	no	no	INTJ
easat-8241	278	4	.	.	NOUN
easat-8241	278	5	6	6	NUM
easat-8241	278	6	:	:	SYM
easat-8241	278	7	1784	1784	NUM
easat-8241	278	8	-	-	SYM
easat-8241	278	9	1798	1798	NUM
easat-8241	278	10	,	,	PUNCT
easat-8241	278	11	2025	2025	NUM
easat-8241	278	12	doi	doi	NOUN
easat-8241	278	13	:	:	PUNCT
easat-8241	278	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	278	15	©	©	PROPN
easat-8241	278	16	2025	2025	NUM
easat-8241	278	17	by	by	ADP
easat-8241	278	18	the	the	DET
easat-8241	278	19	authors	author	NOUN
easat-8241	278	20	;	;	PUNCT
easat-8241	278	21	licensee	licensee	PROPN
easat-8241	278	22	learning	learning	NOUN
easat-8241	278	23	gate	gate	NOUN
easat-8241	278	24	such	such	ADJ
easat-8241	278	25	as	as	ADP
easat-8241	278	26	seamless	seamless	ADJ
easat-8241	278	27	checkout	checkout	NOUN
easat-8241	278	28	processes	process	NOUN
easat-8241	278	29	,	,	PUNCT
easat-8241	278	30	real	real	ADJ
easat-8241	278	31	-	-	PUNCT
easat-8241	278	32	time	time	NOUN
easat-8241	278	33	support	support	NOUN
easat-8241	278	34	,	,	PUNCT
easat-8241	278	35	and	and	CCONJ
easat-8241	278	36	tailored	tailor	VERB
easat-8241	278	37	recommendations	recommendation	NOUN
easat-8241	278	38	can	can	AUX
easat-8241	278	39	significantly	significantly	ADV
easat-8241	278	40	strengthen	strengthen	VERB
easat-8241	278	41	customer	customer	NOUN
easat-8241	278	42	relationships	relationship	NOUN
easat-8241	278	43	.	.	PUNCT
easat-8241	279	1	secondly	secondly	ADV
easat-8241	279	2	,	,	PUNCT
easat-8241	279	3	the	the	DET
easat-8241	279	4	positive	positive	ADJ
easat-8241	279	5	impact	impact	NOUN
easat-8241	279	6	of	of	ADP
easat-8241	279	7	customer	customer	NOUN
easat-8241	279	8	engagement	engagement	NOUN
easat-8241	279	9	on	on	ADP
easat-8241	279	10	brand	brand	NOUN
easat-8241	279	11	equity	equity	NOUN
easat-8241	279	12	suggests	suggest	VERB
easat-8241	279	13	that	that	SCONJ
easat-8241	279	14	platforms	platform	NOUN
easat-8241	279	15	must	must	AUX
easat-8241	279	16	go	go	VERB
easat-8241	279	17	beyond	beyond	ADP
easat-8241	279	18	transactional	transactional	ADJ
easat-8241	279	19	interactions	interaction	NOUN
easat-8241	279	20	and	and	CCONJ
easat-8241	279	21	invest	invest	VERB
easat-8241	279	22	in	in	ADP
easat-8241	279	23	two	two	NUM
easat-8241	279	24	-	-	PUNCT
easat-8241	279	25	way	way	NOUN
easat-8241	279	26	communication	communication	NOUN
easat-8241	279	27	and	and	CCONJ
easat-8241	279	28	communitybuilding	communitybuilding	NOUN
easat-8241	279	29	initiatives	initiative	NOUN
easat-8241	279	30	.	.	PUNCT
easat-8241	280	1	encouraging	encourage	VERB
easat-8241	280	2	user	user	NOUN
easat-8241	280	3	-	-	PUNCT
easat-8241	280	4	generated	generate	VERB
easat-8241	280	5	content	content	NOUN
easat-8241	280	6	,	,	PUNCT
easat-8241	280	7	facilitating	facilitate	VERB
easat-8241	280	8	reviews	review	NOUN
easat-8241	280	9	,	,	PUNCT
easat-8241	280	10	offering	offer	VERB
easat-8241	280	11	loyalty	loyalty	NOUN
easat-8241	280	12	programmes	programme	NOUN
easat-8241	280	13	,	,	PUNCT
easat-8241	280	14	and	and	CCONJ
easat-8241	280	15	enabling	enable	VERB
easat-8241	280	16	personalized	personalized	ADJ
easat-8241	280	17	interactions	interaction	NOUN
easat-8241	280	18	can	can	AUX
easat-8241	280	19	help	help	VERB
easat-8241	280	20	create	create	VERB
easat-8241	280	21	a	a	DET
easat-8241	280	22	sense	sense	NOUN
easat-8241	280	23	of	of	ADP
easat-8241	280	24	belonging	belong	VERB
easat-8241	280	25	and	and	CCONJ
easat-8241	280	26	emotional	emotional	ADJ
easat-8241	280	27	investment	investment	NOUN
easat-8241	280	28	,	,	PUNCT
easat-8241	280	29	which	which	PRON
easat-8241	280	30	contributes	contribute	VERB
easat-8241	280	31	to	to	ADP
easat-8241	280	32	stronger	strong	ADJ
easat-8241	280	33	brand	brand	NOUN
easat-8241	280	34	attachment	attachment	NOUN
easat-8241	280	35	.	.	PUNCT
easat-8241	281	1	thirdly	thirdly	ADV
easat-8241	281	2	,	,	PUNCT
easat-8241	281	3	while	while	SCONJ
easat-8241	281	4	gamification	gamification	NOUN
easat-8241	281	5	did	do	AUX
easat-8241	281	6	not	not	PART
easat-8241	281	7	show	show	VERB
easat-8241	281	8	a	a	DET
easat-8241	281	9	significant	significant	ADJ
easat-8241	281	10	direct	direct	ADJ
easat-8241	281	11	effect	effect	NOUN
easat-8241	281	12	on	on	ADP
easat-8241	281	13	brand	brand	NOUN
easat-8241	281	14	equity	equity	NOUN
easat-8241	281	15	,	,	PUNCT
easat-8241	281	16	this	this	PRON
easat-8241	281	17	does	do	AUX
easat-8241	281	18	not	not	PART
easat-8241	281	19	diminish	diminish	VERB
easat-8241	281	20	its	its	PRON
easat-8241	281	21	value	value	NOUN
easat-8241	281	22	entirely	entirely	ADV
easat-8241	281	23	.	.	PUNCT
easat-8241	282	1	instead	instead	ADV
easat-8241	282	2	,	,	PUNCT
easat-8241	282	3	gamification	gamification	NOUN
easat-8241	282	4	should	should	AUX
easat-8241	282	5	be	be	AUX
easat-8241	282	6	strategically	strategically	ADV
easat-8241	282	7	aligned	align	VERB
easat-8241	282	8	with	with	ADP
easat-8241	282	9	broader	broad	ADJ
easat-8241	282	10	experiential	experiential	ADJ
easat-8241	282	11	and	and	CCONJ
easat-8241	282	12	engagement	engagement	NOUN
easat-8241	282	13	goals	goal	NOUN
easat-8241	282	14	.	.	PUNCT
easat-8241	283	1	rather	rather	ADV
easat-8241	283	2	than	than	ADP
easat-8241	283	3	using	use	VERB
easat-8241	283	4	gamified	gamifie	VERB
easat-8241	283	5	features	feature	NOUN
easat-8241	283	6	solely	solely	ADV
easat-8241	283	7	for	for	ADP
easat-8241	283	8	entertainment	entertainment	NOUN
easat-8241	283	9	,	,	PUNCT
easat-8241	283	10	platforms	platform	NOUN
easat-8241	283	11	should	should	AUX
easat-8241	283	12	integrate	integrate	VERB
easat-8241	283	13	them	they	PRON
easat-8241	283	14	with	with	ADP
easat-8241	283	15	loyalty	loyalty	NOUN
easat-8241	283	16	systems	system	NOUN
easat-8241	283	17	,	,	PUNCT
easat-8241	283	18	educational	educational	ADJ
easat-8241	283	19	content	content	NOUN
easat-8241	283	20	,	,	PUNCT
easat-8241	283	21	or	or	CCONJ
easat-8241	283	22	exclusive	exclusive	ADJ
easat-8241	283	23	rewards	reward	NOUN
easat-8241	283	24	that	that	PRON
easat-8241	283	25	reinforce	reinforce	VERB
easat-8241	283	26	brand	brand	NOUN
easat-8241	283	27	values	value	NOUN
easat-8241	283	28	and	and	CCONJ
easat-8241	283	29	build	build	VERB
easat-8241	283	30	trust	trust	NOUN
easat-8241	283	31	.	.	PUNCT
easat-8241	284	1	finally	finally	ADV
easat-8241	284	2	,	,	PUNCT
easat-8241	284	3	marketing	marketing	NOUN
easat-8241	284	4	practitioners	practitioner	NOUN
easat-8241	284	5	should	should	AUX
easat-8241	284	6	regularly	regularly	ADV
easat-8241	284	7	assess	assess	VERB
easat-8241	284	8	the	the	DET
easat-8241	284	9	perceived	perceive	VERB
easat-8241	284	10	value	value	NOUN
easat-8241	284	11	of	of	ADP
easat-8241	284	12	platform	platform	NOUN
easat-8241	284	13	features	feature	NOUN
easat-8241	284	14	through	through	ADP
easat-8241	284	15	customer	customer	NOUN
easat-8241	284	16	feedback	feedback	NOUN
easat-8241	284	17	and	and	CCONJ
easat-8241	284	18	behavioral	behavioral	ADJ
easat-8241	284	19	analytics	analytic	NOUN
easat-8241	284	20	.	.	PUNCT
easat-8241	285	1	understanding	understanding	NOUN
easat-8241	285	2	which	which	DET
easat-8241	285	3	elements	element	NOUN
easat-8241	285	4	contribute	contribute	VERB
easat-8241	285	5	most	most	ADV
easat-8241	285	6	to	to	ADP
easat-8241	285	7	user	user	NOUN
easat-8241	285	8	satisfaction	satisfaction	NOUN
easat-8241	285	9	and	and	CCONJ
easat-8241	285	10	brand	brand	NOUN
easat-8241	285	11	loyalty	loyalty	NOUN
easat-8241	285	12	can	can	AUX
easat-8241	285	13	help	help	VERB
easat-8241	285	14	businesses	business	NOUN
easat-8241	285	15	allocate	allocate	VERB
easat-8241	285	16	resources	resource	NOUN
easat-8241	285	17	more	more	ADV
easat-8241	285	18	effectively	effectively	ADV
easat-8241	285	19	and	and	CCONJ
easat-8241	285	20	tailor	tailor	NOUN
easat-8241	285	21	experiences	experience	NOUN
easat-8241	285	22	to	to	PART
easat-8241	285	23	meet	meet	VERB
easat-8241	285	24	evolving	evolve	VERB
easat-8241	285	25	consumer	consumer	NOUN
easat-8241	285	26	expectations	expectation	NOUN
easat-8241	285	27	.	.	PUNCT
easat-8241	286	1	5.2	5.2	NUM
easat-8241	286	2	.	.	PUNCT
easat-8241	286	3	limitations	limitation	NOUN
easat-8241	286	4	while	while	SCONJ
easat-8241	286	5	this	this	DET
easat-8241	286	6	study	study	NOUN
easat-8241	286	7	provides	provide	VERB
easat-8241	286	8	valuable	valuable	ADJ
easat-8241	286	9	insights	insight	NOUN
easat-8241	286	10	,	,	PUNCT
easat-8241	286	11	several	several	ADJ
easat-8241	286	12	limitations	limitation	NOUN
easat-8241	286	13	should	should	AUX
easat-8241	286	14	be	be	AUX
easat-8241	286	15	acknowledged	acknowledge	VERB
easat-8241	286	16	.	.	PUNCT
easat-8241	287	1	first	first	ADV
easat-8241	287	2	,	,	PUNCT
easat-8241	287	3	the	the	DET
easat-8241	287	4	use	use	NOUN
easat-8241	287	5	of	of	ADP
easat-8241	287	6	a	a	DET
easat-8241	287	7	cross	cross	ADJ
easat-8241	287	8	-	-	ADJ
easat-8241	287	9	sectional	sectional	ADJ
easat-8241	287	10	design	design	NOUN
easat-8241	287	11	limits	limit	VERB
easat-8241	287	12	the	the	DET
easat-8241	287	13	ability	ability	NOUN
easat-8241	287	14	to	to	PART
easat-8241	287	15	infer	infer	VERB
easat-8241	287	16	causality	causality	NOUN
easat-8241	287	17	between	between	ADP
easat-8241	287	18	variables	variable	NOUN
easat-8241	287	19	.	.	PUNCT
easat-8241	288	1	second	second	ADJ
easat-8241	288	2	,	,	PUNCT
easat-8241	288	3	the	the	DET
easat-8241	288	4	sample	sample	NOUN
easat-8241	288	5	was	be	AUX
easat-8241	288	6	restricted	restrict	VERB
easat-8241	288	7	to	to	ADP
easat-8241	288	8	adult	adult	VERB
easat-8241	288	9	consumers	consumer	NOUN
easat-8241	288	10	in	in	ADP
easat-8241	288	11	bangkok	bangkok	PROPN
easat-8241	288	12	,	,	PUNCT
easat-8241	288	13	which	which	PRON
easat-8241	288	14	may	may	AUX
easat-8241	288	15	not	not	PART
easat-8241	288	16	fully	fully	ADV
easat-8241	288	17	represent	represent	VERB
easat-8241	288	18	the	the	DET
easat-8241	288	19	broader	broad	ADJ
easat-8241	288	20	thai	thai	ADJ
easat-8241	288	21	population	population	NOUN
easat-8241	288	22	or	or	CCONJ
easat-8241	288	23	other	other	ADJ
easat-8241	288	24	cultural	cultural	ADJ
easat-8241	288	25	contexts	contexts	NOUN
easat-8241	288	26	.	.	PUNCT
easat-8241	289	1	third	third	ADJ
easat-8241	289	2	,	,	PUNCT
easat-8241	289	3	data	datum	NOUN
easat-8241	289	4	were	be	AUX
easat-8241	289	5	collected	collect	VERB
easat-8241	289	6	through	through	ADP
easat-8241	289	7	self	self	NOUN
easat-8241	289	8	-	-	PUNCT
easat-8241	289	9	reported	report	VERB
easat-8241	289	10	questionnaires	questionnaire	NOUN
easat-8241	289	11	,	,	PUNCT
easat-8241	289	12	which	which	PRON
easat-8241	289	13	may	may	AUX
easat-8241	289	14	be	be	AUX
easat-8241	289	15	subject	subject	ADJ
easat-8241	289	16	to	to	ADP
easat-8241	289	17	response	response	NOUN
easat-8241	289	18	bias	bias	NOUN
easat-8241	289	19	or	or	CCONJ
easat-8241	289	20	social	social	ADJ
easat-8241	289	21	desirability	desirability	NOUN
easat-8241	289	22	effects	effect	NOUN
easat-8241	289	23	.	.	PUNCT
easat-8241	290	1	lastly	lastly	ADV
easat-8241	290	2	,	,	PUNCT
easat-8241	290	3	although	although	SCONJ
easat-8241	290	4	gamification	gamification	NOUN
easat-8241	290	5	was	be	AUX
easat-8241	290	6	included	include	VERB
easat-8241	290	7	as	as	ADP
easat-8241	290	8	a	a	DET
easat-8241	290	9	predictor	predictor	NOUN
easat-8241	290	10	,	,	PUNCT
easat-8241	290	11	the	the	DET
easat-8241	290	12	study	study	NOUN
easat-8241	290	13	did	do	AUX
easat-8241	290	14	not	not	PART
easat-8241	290	15	differentiate	differentiate	VERB
easat-8241	290	16	between	between	ADP
easat-8241	290	17	types	type	NOUN
easat-8241	290	18	or	or	CCONJ
easat-8241	290	19	quality	quality	NOUN
easat-8241	290	20	of	of	ADP
easat-8241	290	21	gamified	gamified	ADJ
easat-8241	290	22	features	feature	NOUN
easat-8241	290	23	,	,	PUNCT
easat-8241	290	24	which	which	PRON
easat-8241	290	25	could	could	AUX
easat-8241	290	26	influence	influence	VERB
easat-8241	290	27	their	their	PRON
easat-8241	290	28	effectiveness	effectiveness	NOUN
easat-8241	290	29	.	.	PUNCT
easat-8241	291	1	future	future	ADJ
easat-8241	291	2	research	research	NOUN
easat-8241	291	3	should	should	AUX
easat-8241	291	4	address	address	VERB
easat-8241	291	5	these	these	DET
easat-8241	291	6	limitations	limitation	NOUN
easat-8241	291	7	by	by	ADP
easat-8241	291	8	employing	employ	VERB
easat-8241	291	9	longitudinal	longitudinal	ADJ
easat-8241	291	10	designs	design	NOUN
easat-8241	291	11	,	,	PUNCT
easat-8241	291	12	broader	broad	ADJ
easat-8241	291	13	sampling	sampling	NOUN
easat-8241	291	14	,	,	PUNCT
easat-8241	291	15	and	and	CCONJ
easat-8241	291	16	deeper	deep	ADJ
easat-8241	291	17	exploration	exploration	NOUN
easat-8241	291	18	of	of	ADP
easat-8241	291	19	gamification	gamification	NOUN
easat-8241	291	20	types	type	NOUN
easat-8241	291	21	and	and	CCONJ
easat-8241	291	22	user	user	NOUN
easat-8241	291	23	motivations	motivation	NOUN
easat-8241	291	24	.	.	PUNCT
easat-8241	292	1	5.3	5.3	NUM
easat-8241	292	2	.	.	PUNCT
easat-8241	293	1	future	future	ADJ
easat-8241	293	2	research	research	NOUN
easat-8241	293	3	implications	implication	NOUN
easat-8241	293	4	future	future	ADJ
easat-8241	293	5	studies	study	NOUN
easat-8241	293	6	could	could	AUX
easat-8241	293	7	extend	extend	VERB
easat-8241	293	8	this	this	DET
easat-8241	293	9	research	research	NOUN
easat-8241	293	10	by	by	ADP
easat-8241	293	11	employing	employ	VERB
easat-8241	293	12	longitudinal	longitudinal	ADJ
easat-8241	293	13	designs	design	NOUN
easat-8241	293	14	to	to	PART
easat-8241	293	15	examine	examine	VERB
easat-8241	293	16	changes	change	NOUN
easat-8241	293	17	in	in	ADP
easat-8241	293	18	customer	customer	NOUN
easat-8241	293	19	behavior	behavior	NOUN
easat-8241	293	20	and	and	CCONJ
easat-8241	293	21	brand	brand	NOUN
easat-8241	293	22	equity	equity	NOUN
easat-8241	293	23	over	over	ADP
easat-8241	293	24	time	time	NOUN
easat-8241	293	25	.	.	PUNCT
easat-8241	294	1	additionally	additionally	ADV
easat-8241	294	2	,	,	PUNCT
easat-8241	294	3	researchers	researcher	NOUN
easat-8241	294	4	may	may	AUX
easat-8241	294	5	explore	explore	VERB
easat-8241	294	6	moderating	moderate	VERB
easat-8241	294	7	or	or	CCONJ
easat-8241	294	8	mediating	mediating	NOUN
easat-8241	294	9	variables	variable	NOUN
easat-8241	294	10	,	,	PUNCT
easat-8241	294	11	such	such	ADJ
easat-8241	294	12	as	as	ADP
easat-8241	294	13	trust	trust	NOUN
easat-8241	294	14	,	,	PUNCT
easat-8241	294	15	satisfaction	satisfaction	NOUN
easat-8241	294	16	,	,	PUNCT
easat-8241	294	17	or	or	CCONJ
easat-8241	294	18	digital	digital	ADJ
easat-8241	294	19	literacy	literacy	NOUN
easat-8241	294	20	,	,	PUNCT
easat-8241	294	21	to	to	PART
easat-8241	294	22	better	well	ADV
easat-8241	294	23	understand	understand	VERB
easat-8241	294	24	the	the	DET
easat-8241	294	25	mechanisms	mechanism	NOUN
easat-8241	294	26	linking	link	VERB
easat-8241	294	27	gamification	gamification	NOUN
easat-8241	294	28	and	and	CCONJ
easat-8241	294	29	brand	brand	NOUN
easat-8241	294	30	outcomes	outcome	NOUN
easat-8241	294	31	.	.	PUNCT
easat-8241	295	1	further	further	ADJ
easat-8241	295	2	investigation	investigation	NOUN
easat-8241	295	3	into	into	ADP
easat-8241	295	4	the	the	DET
easat-8241	295	5	types	type	NOUN
easat-8241	295	6	,	,	PUNCT
easat-8241	295	7	quality	quality	NOUN
easat-8241	295	8	,	,	PUNCT
easat-8241	295	9	and	and	CCONJ
easat-8241	295	10	user	user	NOUN
easat-8241	295	11	perceptions	perception	NOUN
easat-8241	295	12	of	of	ADP
easat-8241	295	13	gamified	gamifie	VERB
easat-8241	295	14	features	feature	NOUN
easat-8241	295	15	could	could	AUX
easat-8241	295	16	also	also	ADV
easat-8241	295	17	reveal	reveal	VERB
easat-8241	295	18	more	more	ADV
easat-8241	295	19	nuanced	nuanced	ADJ
easat-8241	295	20	insights	insight	NOUN
easat-8241	295	21	into	into	ADP
easat-8241	295	22	their	their	PRON
easat-8241	295	23	role	role	NOUN
easat-8241	295	24	in	in	ADP
easat-8241	295	25	digital	digital	ADJ
easat-8241	295	26	brandbuilding	brandbuilding	NOUN
easat-8241	295	27	.	.	PUNCT
easat-8241	296	1	expanding	expand	VERB
easat-8241	296	2	the	the	DET
easat-8241	296	3	study	study	NOUN
easat-8241	296	4	to	to	PART
easat-8241	296	5	diverse	diverse	VERB
easat-8241	296	6	geographical	geographical	ADJ
easat-8241	296	7	regions	region	NOUN
easat-8241	296	8	and	and	CCONJ
easat-8241	296	9	demographic	demographic	ADJ
easat-8241	296	10	groups	group	NOUN
easat-8241	296	11	would	would	AUX
easat-8241	296	12	enhance	enhance	VERB
easat-8241	296	13	the	the	DET
easat-8241	296	14	generalizability	generalizability	NOUN
easat-8241	296	15	of	of	ADP
easat-8241	296	16	the	the	DET
easat-8241	296	17	findings	finding	NOUN
easat-8241	296	18	across	across	ADP
easat-8241	296	19	broader	broad	ADJ
easat-8241	296	20	e	e	NOUN
easat-8241	296	21	-	-	NOUN
easat-8241	296	22	commerce	commerce	NOUN
easat-8241	296	23	contexts	contexts	NOUN
easat-8241	296	24	.	.	PUNCT
easat-8241	297	1	6	6	X
easat-8241	297	2	.	.	X
easat-8241	297	3	conclusion	conclusion	NOUN
easat-8241	297	4	this	this	DET
easat-8241	297	5	study	study	NOUN
easat-8241	297	6	examined	examine	VERB
easat-8241	297	7	the	the	DET
easat-8241	297	8	impact	impact	NOUN
easat-8241	297	9	of	of	ADP
easat-8241	297	10	gamification	gamification	NOUN
easat-8241	297	11	,	,	PUNCT
easat-8241	297	12	customer	customer	NOUN
easat-8241	297	13	experience	experience	NOUN
easat-8241	297	14	,	,	PUNCT
easat-8241	297	15	and	and	CCONJ
easat-8241	297	16	customer	customer	NOUN
easat-8241	297	17	engagement	engagement	NOUN
easat-8241	297	18	on	on	ADP
easat-8241	297	19	brand	brand	NOUN
easat-8241	297	20	equity	equity	NOUN
easat-8241	297	21	in	in	ADP
easat-8241	297	22	the	the	DET
easat-8241	297	23	context	context	NOUN
easat-8241	297	24	of	of	ADP
easat-8241	297	25	thai	thai	PROPN
easat-8241	297	26	e	e	NOUN
easat-8241	297	27	-	-	NOUN
easat-8241	297	28	marketplaces	marketplace	NOUN
easat-8241	297	29	.	.	PUNCT
easat-8241	298	1	the	the	DET
easat-8241	298	2	findings	finding	NOUN
easat-8241	298	3	highlight	highlight	VERB
easat-8241	298	4	that	that	SCONJ
easat-8241	298	5	customer	customer	NOUN
easat-8241	298	6	experience	experience	NOUN
easat-8241	298	7	and	and	CCONJ
easat-8241	298	8	customer	customer	NOUN
easat-8241	298	9	engagement	engagement	NOUN
easat-8241	298	10	significantly	significantly	ADV
easat-8241	298	11	enhance	enhance	VERB
easat-8241	298	12	brand	brand	NOUN
easat-8241	298	13	equity	equity	NOUN
easat-8241	298	14	,	,	PUNCT
easat-8241	298	15	while	while	SCONJ
easat-8241	298	16	gamification	gamification	NOUN
easat-8241	298	17	alone	alone	ADV
easat-8241	298	18	does	do	AUX
easat-8241	298	19	not	not	PART
easat-8241	298	20	directly	directly	ADV
easat-8241	298	21	influence	influence	VERB
easat-8241	298	22	it	it	PRON
easat-8241	298	23	.	.	PUNCT
easat-8241	299	1	these	these	DET
easat-8241	299	2	results	result	NOUN
easat-8241	299	3	emphasize	emphasize	VERB
easat-8241	299	4	the	the	DET
easat-8241	299	5	importance	importance	NOUN
easat-8241	299	6	of	of	ADP
easat-8241	299	7	delivering	deliver	VERB
easat-8241	299	8	meaningful	meaningful	ADJ
easat-8241	299	9	,	,	PUNCT
easat-8241	299	10	personalized	personalized	ADJ
easat-8241	299	11	experiences	experience	NOUN
easat-8241	299	12	and	and	CCONJ
easat-8241	299	13	fostering	foster	VERB
easat-8241	299	14	active	active	ADJ
easat-8241	299	15	engagement	engagement	NOUN
easat-8241	299	16	to	to	PART
easat-8241	299	17	build	build	VERB
easat-8241	299	18	strong	strong	ADJ
easat-8241	299	19	digital	digital	ADJ
easat-8241	299	20	brands	brand	NOUN
easat-8241	299	21	.	.	PUNCT
easat-8241	300	1	by	by	ADP
easat-8241	300	2	aligning	align	VERB
easat-8241	300	3	strategic	strategic	ADJ
easat-8241	300	4	efforts	effort	NOUN
easat-8241	300	5	with	with	ADP
easat-8241	300	6	customer	customer	NOUN
easat-8241	300	7	-	-	PUNCT
easat-8241	300	8	centric	centric	ADJ
easat-8241	300	9	values	value	NOUN
easat-8241	300	10	,	,	PUNCT
easat-8241	300	11	e	e	NOUN
easat-8241	300	12	-	-	NOUN
easat-8241	300	13	marketplace	marketplace	ADJ
easat-8241	300	14	platforms	platform	NOUN
easat-8241	300	15	can	can	AUX
easat-8241	300	16	strengthen	strengthen	VERB
easat-8241	300	17	brand	brand	NOUN
easat-8241	300	18	perception	perception	NOUN
easat-8241	300	19	,	,	PUNCT
easat-8241	300	20	loyalty	loyalty	NOUN
easat-8241	300	21	,	,	PUNCT
easat-8241	300	22	and	and	CCONJ
easat-8241	300	23	longterm	longterm	VERB
easat-8241	300	24	success	success	NOUN
easat-8241	300	25	in	in	ADP
easat-8241	300	26	an	an	DET
easat-8241	300	27	increasingly	increasingly	ADV
easat-8241	300	28	competitive	competitive	ADJ
easat-8241	300	29	environment	environment	NOUN
easat-8241	300	30	.	.	PUNCT
easat-8241	301	1	transparency	transparency	NOUN
easat-8241	301	2	:	:	PUNCT
easat-8241	301	3	the	the	DET
easat-8241	301	4	authors	author	NOUN
easat-8241	301	5	confirm	confirm	VERB
easat-8241	301	6	that	that	SCONJ
easat-8241	301	7	the	the	DET
easat-8241	301	8	manuscript	manuscript	NOUN
easat-8241	301	9	is	be	AUX
easat-8241	301	10	an	an	DET
easat-8241	301	11	honest	honest	ADJ
easat-8241	301	12	,	,	PUNCT
easat-8241	301	13	accurate	accurate	ADJ
easat-8241	301	14	,	,	PUNCT
easat-8241	301	15	and	and	CCONJ
easat-8241	301	16	transparent	transparent	ADJ
easat-8241	301	17	account	account	NOUN
easat-8241	301	18	of	of	ADP
easat-8241	301	19	the	the	DET
easat-8241	301	20	study	study	NOUN
easat-8241	301	21	;	;	PUNCT
easat-8241	301	22	that	that	SCONJ
easat-8241	301	23	no	no	DET
easat-8241	301	24	vital	vital	ADJ
easat-8241	301	25	features	feature	NOUN
easat-8241	301	26	of	of	ADP
easat-8241	301	27	the	the	DET
easat-8241	301	28	study	study	NOUN
easat-8241	301	29	have	have	AUX
easat-8241	301	30	been	be	AUX
easat-8241	301	31	omitted	omit	VERB
easat-8241	301	32	;	;	PUNCT
easat-8241	301	33	and	and	CCONJ
easat-8241	301	34	that	that	SCONJ
easat-8241	301	35	any	any	DET
easat-8241	301	36	discrepancies	discrepancy	NOUN
easat-8241	301	37	from	from	ADP
easat-8241	301	38	the	the	DET
easat-8241	301	39	study	study	NOUN
easat-8241	301	40	as	as	SCONJ
easat-8241	301	41	planned	plan	VERB
easat-8241	301	42	have	have	AUX
easat-8241	301	43	been	be	AUX
easat-8241	301	44	explained	explain	VERB
easat-8241	301	45	.	.	PUNCT
easat-8241	302	1	this	this	DET
easat-8241	302	2	study	study	NOUN
easat-8241	302	3	followed	follow	VERB
easat-8241	302	4	all	all	DET
easat-8241	302	5	ethical	ethical	ADJ
easat-8241	302	6	practices	practice	NOUN
easat-8241	302	7	during	during	ADP
easat-8241	302	8	writing	writing	NOUN
easat-8241	302	9	.	.	PUNCT
easat-8241	303	1	1796	1796	NUM
easat-8241	303	2	edelweiss	edelweiss	PROPN
easat-8241	303	3	applied	apply	VERB
easat-8241	303	4	science	science	NOUN
easat-8241	303	5	and	and	CCONJ
easat-8241	303	6	technology	technology	NOUN
easat-8241	303	7	issn	issn	PROPN
easat-8241	303	8	:	:	PUNCT
easat-8241	303	9	2576	2576	NUM
easat-8241	303	10	-	-	SYM
easat-8241	303	11	8484	8484	NUM
easat-8241	303	12	vol	vol	NOUN
easat-8241	303	13	.	.	PROPN
easat-8241	304	1	9	9	NUM
easat-8241	304	2	,	,	PUNCT
easat-8241	304	3	no	no	INTJ
easat-8241	304	4	.	.	NOUN
easat-8241	304	5	6	6	NUM
easat-8241	304	6	:	:	SYM
easat-8241	304	7	1784	1784	NUM
easat-8241	304	8	-	-	SYM
easat-8241	304	9	1798	1798	NUM
easat-8241	304	10	,	,	PUNCT
easat-8241	304	11	2025	2025	NUM
easat-8241	304	12	doi	doi	NOUN
easat-8241	304	13	:	:	PUNCT
easat-8241	304	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	304	15	©	©	PROPN
easat-8241	304	16	2025	2025	NUM
easat-8241	304	17	by	by	ADP
easat-8241	304	18	the	the	DET
easat-8241	304	19	authors	author	NOUN
easat-8241	304	20	;	;	PUNCT
easat-8241	305	1	licensee	licensee	PROPN
easat-8241	305	2	learning	learn	VERB
easat-8241	305	3	gate	gate	NOUN
easat-8241	305	4	copyright	copyright	NOUN
easat-8241	305	5	:	:	PUNCT
easat-8241	305	6	©	©	PROPN
easat-8241	305	7	2025	2025	NUM
easat-8241	305	8	by	by	ADP
easat-8241	305	9	the	the	DET
easat-8241	305	10	authors	author	NOUN
easat-8241	305	11	.	.	PUNCT
easat-8241	306	1	this	this	DET
easat-8241	306	2	open	open	ADJ
easat-8241	306	3	-	-	PUNCT
easat-8241	306	4	access	access	NOUN
easat-8241	306	5	article	article	NOUN
easat-8241	306	6	is	be	AUX
easat-8241	306	7	distributed	distribute	VERB
easat-8241	306	8	under	under	ADP
easat-8241	306	9	the	the	DET
easat-8241	306	10	terms	term	NOUN
easat-8241	306	11	and	and	CCONJ
easat-8241	306	12	conditions	condition	NOUN
easat-8241	306	13	of	of	ADP
easat-8241	306	14	the	the	DET
easat-8241	306	15	creative	creative	ADJ
easat-8241	306	16	commons	common	NOUN
easat-8241	306	17	attribution	attribution	NOUN
easat-8241	306	18	(	(	PUNCT
easat-8241	306	19	cc	cc	NOUN
easat-8241	306	20	by	by	ADP
easat-8241	306	21	)	)	PUNCT
easat-8241	306	22	license	license	NOUN
easat-8241	306	23	(	(	PUNCT
easat-8241	306	24	https://creativecommons.org/licenses/by/4.0/	https://creativecommons.org/licenses/by/4.0/	PROPN
easat-8241	306	25	)	)	PUNCT
easat-8241	306	26	.	.	PUNCT
easat-8241	307	1	references	reference	NOUN
easat-8241	307	2	[	[	X
easat-8241	307	3	1	1	X
easat-8241	307	4	]	]	PUNCT
easat-8241	307	5	s.	s.	PROPN
easat-8241	307	6	deterding	deterding	PROPN
easat-8241	307	7	,	,	PUNCT
easat-8241	307	8	d.	d.	PROPN
easat-8241	307	9	dixon	dixon	PROPN
easat-8241	307	10	,	,	PUNCT
easat-8241	307	11	r.	r.	PROPN
easat-8241	307	12	khaled	khaled	PROPN
easat-8241	307	13	,	,	PUNCT
easat-8241	307	14	and	and	CCONJ
easat-8241	307	15	l.	l.	PROPN
easat-8241	307	16	nacke	nacke	PROPN
easat-8241	307	17	,	,	PUNCT
easat-8241	307	18	"	"	PUNCT
easat-8241	307	19	from	from	ADP
easat-8241	307	20	game	game	NOUN
easat-8241	307	21	design	design	NOUN
easat-8241	307	22	elements	element	NOUN
easat-8241	307	23	to	to	ADP
easat-8241	307	24	gamefulness	gamefulness	NOUN
easat-8241	307	25	:	:	PUNCT
easat-8241	307	26	defining	define	VERB
easat-8241	307	27	"	"	PUNCT
easat-8241	307	28	gamification	gamification	NOUN
easat-8241	307	29	"	"	PUNCT
easat-8241	307	30	,	,	PUNCT
easat-8241	307	31	"	"	PUNCT
easat-8241	307	32	in	in	ADP
easat-8241	307	33	proceedings	proceeding	NOUN
easat-8241	307	34	of	of	ADP
easat-8241	307	35	the	the	DET
easat-8241	307	36	15th	15th	ADJ
easat-8241	307	37	international	international	ADJ
easat-8241	307	38	academic	academic	ADJ
easat-8241	307	39	mindtrek	mindtrek	PROPN
easat-8241	307	40	conference	conference	NOUN
easat-8241	307	41	:	:	PUNCT
easat-8241	307	42	envisioning	envision	VERB
easat-8241	307	43	future	future	ADJ
easat-8241	307	44	media	medium	NOUN
easat-8241	307	45	environments	environment	NOUN
easat-8241	307	46	,	,	PUNCT
easat-8241	307	47	2011	2011	NUM
easat-8241	307	48	,	,	PUNCT
easat-8241	307	49	pp	pp	ADJ
easat-8241	307	50	.	.	PUNCT
easat-8241	308	1	9	9	NUM
easat-8241	308	2	-	-	SYM
easat-8241	308	3	15	15	NUM
easat-8241	308	4	.	.	PUNCT
easat-8241	309	1	[	[	X
easat-8241	309	2	2	2	X
easat-8241	309	3	]	]	PUNCT
easat-8241	309	4	k.	k.	PROPN
easat-8241	309	5	huotari	huotari	PROPN
easat-8241	309	6	and	and	CCONJ
easat-8241	309	7	j.	j.	PROPN
easat-8241	309	8	hamari	hamari	PROPN
easat-8241	309	9	,	,	PUNCT
easat-8241	309	10	"	"	PUNCT
easat-8241	309	11	a	a	DET
easat-8241	309	12	definition	definition	NOUN
easat-8241	309	13	for	for	ADP
easat-8241	309	14	gamification	gamification	NOUN
easat-8241	309	15	:	:	PUNCT
easat-8241	309	16	anchoring	anchor	VERB
easat-8241	309	17	gamification	gamification	NOUN
easat-8241	309	18	in	in	ADP
easat-8241	309	19	the	the	DET
easat-8241	309	20	service	service	NOUN
easat-8241	309	21	marketing	marketing	NOUN
easat-8241	309	22	literature	literature	NOUN
easat-8241	309	23	,	,	PUNCT
easat-8241	309	24	"	"	PUNCT
easat-8241	309	25	electronic	electronic	ADJ
easat-8241	309	26	markets	market	NOUN
easat-8241	309	27	,	,	PUNCT
easat-8241	309	28	vol	vol	NOUN
easat-8241	309	29	.	.	PROPN
easat-8241	309	30	27	27	NUM
easat-8241	309	31	,	,	PUNCT
easat-8241	309	32	no	no	INTJ
easat-8241	309	33	.	.	NOUN
easat-8241	309	34	1	1	NUM
easat-8241	309	35	,	,	PUNCT
easat-8241	309	36	pp	pp	ADJ
easat-8241	309	37	.	.	PUNCT
easat-8241	310	1	21	21	NUM
easat-8241	310	2	-	-	SYM
easat-8241	310	3	31	31	NUM
easat-8241	310	4	,	,	PUNCT
easat-8241	310	5	2017	2017	NUM
easat-8241	310	6	.	.	PUNCT
easat-8241	311	1	[	[	X
easat-8241	311	2	3	3	X
easat-8241	311	3	]	]	X
easat-8241	311	4	fortune	fortune	NOUN
easat-8241	311	5	business	business	NOUN
easat-8241	311	6	insights	insight	NOUN
easat-8241	311	7	,	,	PUNCT
easat-8241	311	8	gamification	gamification	NOUN
easat-8241	311	9	market	market	NOUN
easat-8241	311	10	size	size	NOUN
easat-8241	311	11	,	,	PUNCT
easat-8241	311	12	share	share	NOUN
easat-8241	311	13	&	&	CCONJ
easat-8241	311	14	covid-19	covid-19	PROPN
easat-8241	311	15	impact	impact	NOUN
easat-8241	311	16	analysis	analysis	NOUN
easat-8241	311	17	.	.	PUNCT
easat-8241	312	1	pittsburgh	pittsburgh	PROPN
easat-8241	312	2	,	,	PUNCT
easat-8241	312	3	pa	pa	PROPN
easat-8241	312	4	:	:	PUNCT
easat-8241	312	5	fortune	fortune	NOUN
easat-8241	312	6	business	business	NOUN
easat-8241	312	7	insights	insight	NOUN
easat-8241	312	8	,	,	PUNCT
easat-8241	312	9	2022	2022	NUM
easat-8241	312	10	.	.	PUNCT
easat-8241	313	1	[	[	X
easat-8241	313	2	4	4	NUM
easat-8241	313	3	]	]	X
easat-8241	313	4	statista	statista	NOUN
easat-8241	313	5	,	,	PUNCT
easat-8241	313	6	retail	retail	ADJ
easat-8241	313	7	e	e	PROPN
easat-8241	313	8	-	-	NOUN
easat-8241	313	9	commerce	commerce	NOUN
easat-8241	313	10	sales	sale	NOUN
easat-8241	313	11	worldwide	worldwide	ADV
easat-8241	313	12	from	from	ADP
easat-8241	313	13	2014	2014	NUM
easat-8241	313	14	to	to	ADP
easat-8241	313	15	2027	2027	NUM
easat-8241	313	16	.	.	PUNCT
easat-8241	314	1	hamburg	hamburg	PROPN
easat-8241	314	2	,	,	PUNCT
easat-8241	314	3	germany	germany	PROPN
easat-8241	314	4	:	:	PUNCT
easat-8241	314	5	statista	statista	PROPN
easat-8241	314	6	,	,	PUNCT
easat-8241	314	7	2023	2023	NUM
easat-8241	314	8	.	.	PUNCT
easat-8241	315	1	[	[	X
easat-8241	315	2	5	5	NUM
easat-8241	315	3	]	]	X
easat-8241	315	4	r.	r.	PROPN
easat-8241	315	5	m.	m.	PROPN
easat-8241	315	6	ryan	ryan	PROPN
easat-8241	315	7	and	and	CCONJ
easat-8241	315	8	e.	e.	PROPN
easat-8241	315	9	l.	l.	PROPN
easat-8241	315	10	deci	deci	PROPN
easat-8241	315	11	,	,	PUNCT
easat-8241	315	12	"	"	PUNCT
easat-8241	315	13	intrinsic	intrinsic	ADJ
easat-8241	315	14	and	and	CCONJ
easat-8241	315	15	extrinsic	extrinsic	ADJ
easat-8241	315	16	motivations	motivation	NOUN
easat-8241	315	17	:	:	PUNCT
easat-8241	315	18	classic	classic	ADJ
easat-8241	315	19	definitions	definition	NOUN
easat-8241	315	20	and	and	CCONJ
easat-8241	315	21	new	new	ADJ
easat-8241	315	22	directions	direction	NOUN
easat-8241	315	23	,	,	PUNCT
easat-8241	315	24	"	"	PUNCT
easat-8241	315	25	contemporary	contemporary	ADJ
easat-8241	315	26	educational	educational	ADJ
easat-8241	315	27	psychology	psychology	NOUN
easat-8241	315	28	,	,	PUNCT
easat-8241	315	29	vol	vol	NOUN
easat-8241	315	30	.	.	PROPN
easat-8241	315	31	25	25	NUM
easat-8241	315	32	,	,	PUNCT
easat-8241	315	33	no	no	INTJ
easat-8241	315	34	.	.	NOUN
easat-8241	315	35	1	1	NUM
easat-8241	315	36	,	,	PUNCT
easat-8241	315	37	pp	pp	ADJ
easat-8241	315	38	.	.	PUNCT
easat-8241	316	1	54	54	NUM
easat-8241	316	2	-	-	SYM
easat-8241	316	3	67	67	NUM
easat-8241	316	4	,	,	PUNCT
easat-8241	316	5	2000	2000	NUM
easat-8241	316	6	.	.	PUNCT
easat-8241	317	1	https://doi.org/10.1006/ceps.1999.1020	https://doi.org/10.1006/ceps.1999.1020	PROPN
easat-8241	317	2	[	[	X
easat-8241	317	3	6	6	NUM
easat-8241	317	4	]	]	PUNCT
easat-8241	317	5	m.	m.	NOUN
easat-8241	317	6	sailer	sailer	NOUN
easat-8241	317	7	,	,	PUNCT
easat-8241	317	8	j.	j.	PROPN
easat-8241	317	9	u.	u.	PROPN
easat-8241	317	10	hense	hense	PROPN
easat-8241	317	11	,	,	PUNCT
easat-8241	317	12	s.	s.	PROPN
easat-8241	317	13	k.	k.	PROPN
easat-8241	317	14	mayr	mayr	PROPN
easat-8241	317	15	,	,	PUNCT
easat-8241	317	16	and	and	CCONJ
easat-8241	317	17	h.	h.	PROPN
easat-8241	317	18	mandl	mandl	PROPN
easat-8241	317	19	,	,	PUNCT
easat-8241	317	20	"	"	PUNCT
easat-8241	317	21	how	how	SCONJ
easat-8241	317	22	gamification	gamification	NOUN
easat-8241	317	23	motivates	motivate	VERB
easat-8241	317	24	:	:	PUNCT
easat-8241	317	25	an	an	DET
easat-8241	317	26	experimental	experimental	ADJ
easat-8241	317	27	study	study	NOUN
easat-8241	317	28	of	of	ADP
easat-8241	317	29	the	the	DET
easat-8241	317	30	effects	effect	NOUN
easat-8241	317	31	of	of	ADP
easat-8241	317	32	specific	specific	ADJ
easat-8241	317	33	game	game	NOUN
easat-8241	317	34	design	design	NOUN
easat-8241	317	35	elements	element	NOUN
easat-8241	317	36	on	on	ADP
easat-8241	317	37	psychological	psychological	ADJ
easat-8241	317	38	need	need	NOUN
easat-8241	317	39	satisfaction	satisfaction	NOUN
easat-8241	317	40	,	,	PUNCT
easat-8241	317	41	"	"	PUNCT
easat-8241	317	42	computers	computer	NOUN
easat-8241	317	43	in	in	ADP
easat-8241	317	44	human	human	ADJ
easat-8241	317	45	behavior	behavior	NOUN
easat-8241	317	46	,	,	PUNCT
easat-8241	317	47	vol	vol	NOUN
easat-8241	317	48	.	.	PROPN
easat-8241	317	49	69	69	NUM
easat-8241	317	50	,	,	PUNCT
easat-8241	317	51	pp	pp	ADJ
easat-8241	317	52	.	.	PUNCT
easat-8241	317	53	371380	371380	NUM
easat-8241	317	54	,	,	PUNCT
easat-8241	317	55	2017	2017	NUM
easat-8241	317	56	.	.	PUNCT
easat-8241	318	1	[	[	X
easat-8241	318	2	7	7	X
easat-8241	318	3	]	]	X
easat-8241	318	4	j.	j.	PROPN
easat-8241	318	5	hamari	hamari	PROPN
easat-8241	318	6	,	,	PUNCT
easat-8241	318	7	"	"	PUNCT
easat-8241	318	8	transforming	transform	VERB
easat-8241	318	9	homo	homo	NOUN
easat-8241	318	10	economicus	economicus	NOUN
easat-8241	318	11	into	into	ADP
easat-8241	318	12	homo	homo	PROPN
easat-8241	318	13	ludens	luden	NOUN
easat-8241	318	14	:	:	PUNCT
easat-8241	318	15	a	a	DET
easat-8241	318	16	field	field	NOUN
easat-8241	318	17	experiment	experiment	NOUN
easat-8241	318	18	on	on	ADP
easat-8241	318	19	gamification	gamification	NOUN
easat-8241	318	20	in	in	ADP
easat-8241	318	21	a	a	DET
easat-8241	318	22	utilitarian	utilitarian	ADJ
easat-8241	318	23	peer	peer	NOUN
easat-8241	318	24	-	-	PUNCT
easat-8241	318	25	to	to	ADP
easat-8241	318	26	-	-	PUNCT
easat-8241	318	27	peer	peer	NOUN
easat-8241	318	28	trading	trading	NOUN
easat-8241	318	29	service	service	NOUN
easat-8241	318	30	,	,	PUNCT
easat-8241	318	31	"	"	PUNCT
easat-8241	318	32	electronic	electronic	ADJ
easat-8241	318	33	commerce	commerce	NOUN
easat-8241	318	34	research	research	NOUN
easat-8241	318	35	and	and	CCONJ
easat-8241	318	36	applications	application	NOUN
easat-8241	318	37	,	,	PUNCT
easat-8241	318	38	vol	vol	NOUN
easat-8241	318	39	.	.	PROPN
easat-8241	318	40	12	12	NUM
easat-8241	318	41	,	,	PUNCT
easat-8241	318	42	no	no	INTJ
easat-8241	318	43	.	.	NOUN
easat-8241	318	44	4	4	NUM
easat-8241	318	45	,	,	PUNCT
easat-8241	318	46	pp	pp	ADJ
easat-8241	318	47	.	.	PUNCT
easat-8241	319	1	236	236	NUM
easat-8241	319	2	-	-	SYM
easat-8241	319	3	245	245	NUM
easat-8241	319	4	,	,	PUNCT
easat-8241	319	5	2013	2013	NUM
easat-8241	319	6	.	.	PUNCT
easat-8241	320	1	[	[	X
easat-8241	320	2	8	8	X
easat-8241	320	3	]	]	PUNCT
easat-8241	320	4	j.	j.	PROPN
easat-8241	320	5	koivisto	koivisto	PROPN
easat-8241	320	6	and	and	CCONJ
easat-8241	320	7	j.	j.	PROPN
easat-8241	320	8	hamari	hamari	PROPN
easat-8241	320	9	,	,	PUNCT
easat-8241	320	10	"	"	PUNCT
easat-8241	320	11	the	the	DET
easat-8241	320	12	rise	rise	NOUN
easat-8241	320	13	of	of	ADP
easat-8241	320	14	motivational	motivational	ADJ
easat-8241	320	15	information	information	NOUN
easat-8241	320	16	systems	system	NOUN
easat-8241	320	17	:	:	PUNCT
easat-8241	320	18	a	a	DET
easat-8241	320	19	review	review	NOUN
easat-8241	320	20	of	of	ADP
easat-8241	320	21	gamification	gamification	PROPN
easat-8241	320	22	research	research	PROPN
easat-8241	320	23	,	,	PUNCT
easat-8241	320	24	"	"	PUNCT
easat-8241	320	25	international	international	ADJ
easat-8241	320	26	journal	journal	NOUN
easat-8241	320	27	of	of	ADP
easat-8241	320	28	information	information	NOUN
easat-8241	320	29	management	management	NOUN
easat-8241	320	30	,	,	PUNCT
easat-8241	320	31	vol	vol	NOUN
easat-8241	320	32	.	.	PROPN
easat-8241	321	1	45	45	NUM
easat-8241	321	2	,	,	PUNCT
easat-8241	321	3	pp	pp	ADJ
easat-8241	321	4	.	.	PUNCT
easat-8241	322	1	191	191	NUM
easat-8241	322	2	-	-	SYM
easat-8241	322	3	210	210	NUM
easat-8241	322	4	,	,	PUNCT
easat-8241	322	5	2019	2019	NUM
easat-8241	322	6	.	.	PUNCT
easat-8241	323	1	https://doi.org/10.1016/j.ijinfomgt.2018.10.013	https://doi.org/10.1016/j.ijinfomgt.2018.10.013	NUM
easat-8241	323	2	[	[	X
easat-8241	323	3	9	9	NUM
easat-8241	323	4	]	]	X
easat-8241	323	5	google	google	PROPN
easat-8241	323	6	,	,	PUNCT
easat-8241	323	7	temasek	temasek	NOUN
easat-8241	323	8	,	,	PUNCT
easat-8241	323	9	and	and	CCONJ
easat-8241	323	10	bain	bain	NOUN
easat-8241	323	11	,	,	PUNCT
easat-8241	323	12	e	e	NOUN
easat-8241	323	13	-	-	NOUN
easat-8241	323	14	conomy	conomy	ADJ
easat-8241	323	15	sea	sea	PROPN
easat-8241	323	16	2022	2022	NUM
easat-8241	323	17	.	.	PUNCT
easat-8241	324	1	mountain	mountain	NOUN
easat-8241	324	2	view	view	NOUN
easat-8241	324	3	,	,	PUNCT
easat-8241	324	4	ca	can	AUX
easat-8241	324	5	:	:	PUNCT
easat-8241	324	6	google	google	PROPN
easat-8241	324	7	;	;	PUNCT
easat-8241	324	8	singapore	singapore	PROPN
easat-8241	324	9	:	:	PUNCT
easat-8241	324	10	temasek	temasek	PROPN
easat-8241	324	11	;	;	PUNCT
easat-8241	324	12	boston	boston	PROPN
easat-8241	324	13	,	,	PUNCT
easat-8241	324	14	ma	ma	PROPN
easat-8241	324	15	:	:	PUNCT
easat-8241	324	16	bain	bain	PROPN
easat-8241	324	17	&	&	CCONJ
easat-8241	324	18	company	company	PROPN
easat-8241	324	19	,	,	PUNCT
easat-8241	324	20	2022	2022	NUM
easat-8241	324	21	.	.	PUNCT
easat-8241	325	1	[	[	X
easat-8241	325	2	10	10	NUM
easat-8241	325	3	]	]	X
easat-8241	325	4	euromonitor	euromonitor	NOUN
easat-8241	325	5	international	international	PROPN
easat-8241	325	6	,	,	PUNCT
easat-8241	325	7	e	e	NOUN
easat-8241	325	8	-	-	NOUN
easat-8241	325	9	commerce	commerce	NOUN
easat-8241	325	10	in	in	ADP
easat-8241	325	11	thailand	thailand	PROPN
easat-8241	325	12	:	:	PUNCT
easat-8241	325	13	market	market	NOUN
easat-8241	325	14	trends	trend	NOUN
easat-8241	325	15	and	and	CCONJ
easat-8241	325	16	insights	insight	NOUN
easat-8241	325	17	.	.	PUNCT
easat-8241	326	1	london	london	PROPN
easat-8241	326	2	,	,	PUNCT
easat-8241	326	3	uk	uk	PROPN
easat-8241	326	4	:	:	PUNCT
easat-8241	326	5	euromonitor	euromonitor	NOUN
easat-8241	326	6	international	international	PROPN
easat-8241	326	7	,	,	PUNCT
easat-8241	326	8	2021	2021	NUM
easat-8241	326	9	.	.	PUNCT
easat-8241	327	1	[	[	X
easat-8241	327	2	11	11	NUM
easat-8241	327	3	]	]	PUNCT
easat-8241	327	4	kkp	kkp	PROPN
easat-8241	327	5	research	research	PROPN
easat-8241	327	6	,	,	PUNCT
easat-8241	327	7	thailand	thailand	PROPN
easat-8241	327	8	e	e	PROPN
easat-8241	327	9	-	-	PROPN
easat-8241	327	10	commerce	commerce	NOUN
easat-8241	327	11	landscape	landscape	NOUN
easat-8241	327	12	and	and	CCONJ
easat-8241	327	13	growth	growth	NOUN
easat-8241	327	14	outlook	outlook	NOUN
easat-8241	327	15	.	.	PUNCT
easat-8241	328	1	bangkok	bangkok	PROPN
easat-8241	328	2	,	,	PUNCT
easat-8241	328	3	thailand	thailand	PROPN
easat-8241	328	4	:	:	PUNCT
easat-8241	328	5	kiatnakin	kiatnakin	PROPN
easat-8241	328	6	phatra	phatra	PROPN
easat-8241	328	7	financial	financial	PROPN
easat-8241	328	8	group	group	NOUN
easat-8241	328	9	,	,	PUNCT
easat-8241	328	10	2022	2022	NUM
easat-8241	328	11	.	.	PUNCT
easat-8241	329	1	[	[	X
easat-8241	329	2	12	12	NUM
easat-8241	329	3	]	]	PUNCT
easat-8241	329	4	p.	p.	NOUN
easat-8241	329	5	charoensukmongkol	charoensukmongkol	PROPN
easat-8241	329	6	and	and	CCONJ
easat-8241	329	7	p.	p.	PROPN
easat-8241	329	8	sasatanun	sasatanun	PROPN
easat-8241	329	9	,	,	PUNCT
easat-8241	329	10	"	"	PUNCT
easat-8241	329	11	social	social	ADJ
easat-8241	329	12	media	medium	NOUN
easat-8241	329	13	use	use	NOUN
easat-8241	329	14	for	for	ADP
easat-8241	329	15	crm	crm	NOUN
easat-8241	329	16	and	and	CCONJ
easat-8241	329	17	business	business	NOUN
easat-8241	329	18	performance	performance	NOUN
easat-8241	329	19	satisfaction	satisfaction	NOUN
easat-8241	329	20	:	:	PUNCT
easat-8241	329	21	the	the	DET
easat-8241	329	22	moderating	moderate	VERB
easat-8241	329	23	roles	role	NOUN
easat-8241	329	24	of	of	ADP
easat-8241	329	25	social	social	ADJ
easat-8241	329	26	skills	skill	NOUN
easat-8241	329	27	and	and	CCONJ
easat-8241	329	28	social	social	ADJ
easat-8241	329	29	media	medium	NOUN
easat-8241	329	30	sales	sale	NOUN
easat-8241	329	31	intensity	intensity	NOUN
easat-8241	329	32	,	,	PUNCT
easat-8241	329	33	"	"	PUNCT
easat-8241	329	34	asia	asia	PROPN
easat-8241	329	35	pacific	pacific	PROPN
easat-8241	329	36	management	management	PROPN
easat-8241	329	37	review	review	PROPN
easat-8241	329	38	,	,	PUNCT
easat-8241	329	39	vol	vol	NOUN
easat-8241	329	40	.	.	PROPN
easat-8241	330	1	22	22	NUM
easat-8241	330	2	,	,	PUNCT
easat-8241	330	3	no	no	INTJ
easat-8241	330	4	.	.	NOUN
easat-8241	330	5	1	1	NUM
easat-8241	330	6	,	,	PUNCT
easat-8241	330	7	pp	pp	ADJ
easat-8241	330	8	.	.	PUNCT
easat-8241	331	1	25	25	NUM
easat-8241	331	2	-	-	SYM
easat-8241	331	3	34	34	NUM
easat-8241	331	4	,	,	PUNCT
easat-8241	331	5	2017	2017	NUM
easat-8241	331	6	.	.	PUNCT
easat-8241	332	1	https://doi.org/10.1016/j.apmrv.2016.10.005	https://doi.org/10.1016/j.apmrv.2016.10.005	PROPN
easat-8241	332	2	[	[	PUNCT
easat-8241	332	3	13	13	NUM
easat-8241	332	4	]	]	X
easat-8241	332	5	iprice	iprice	NOUN
easat-8241	332	6	group	group	NOUN
easat-8241	332	7	,	,	PUNCT
easat-8241	332	8	"	"	PUNCT
easat-8241	332	9	map	map	NOUN
easat-8241	332	10	of	of	ADP
easat-8241	332	11	e	e	NOUN
easat-8241	332	12	-	-	NOUN
easat-8241	332	13	commerce	commerce	NOUN
easat-8241	332	14	:	:	PUNCT
easat-8241	332	15	southeast	southeast	PROPN
easat-8241	332	16	asia	asia	PROPN
easat-8241	332	17	,	,	PUNCT
easat-8241	332	18	"	"	PUNCT
easat-8241	332	19	retrieved	retrieve	VERB
easat-8241	332	20	:	:	PUNCT
easat-8241	332	21	https://iprice.co.id/insights/mapofecommerce/.	https://iprice.co.id/insights/mapofecommerce/.	X
easat-8241	333	1	[	[	X
easat-8241	333	2	accessed	access	VERB
easat-8241	333	3	2021	2021	NUM
easat-8241	333	4	.	.	PUNCT
easat-8241	334	1	[	[	X
easat-8241	334	2	14	14	NUM
easat-8241	334	3	]	]	PUNCT
easat-8241	334	4	similarweb	similarweb	NOUN
easat-8241	334	5	,	,	PUNCT
easat-8241	334	6	shopee	shopee	NOUN
easat-8241	334	7	and	and	CCONJ
easat-8241	334	8	lazada	lazada	NOUN
easat-8241	334	9	web	web	NOUN
easat-8241	334	10	traffic	traffic	NOUN
easat-8241	334	11	and	and	CCONJ
easat-8241	334	12	user	user	NOUN
easat-8241	334	13	demographics	demographic	NOUN
easat-8241	334	14	.	.	PUNCT
easat-8241	335	1	tel	tel	PROPN
easat-8241	335	2	aviv	aviv	PROPN
easat-8241	335	3	,	,	PUNCT
easat-8241	335	4	israel	israel	PROPN
easat-8241	335	5	:	:	PUNCT
easat-8241	335	6	similarweb	similarweb	PROPN
easat-8241	335	7	,	,	PUNCT
easat-8241	335	8	2020	2020	NUM
easat-8241	335	9	.	.	PUNCT
easat-8241	336	1	[	[	X
easat-8241	336	2	15	15	NUM
easat-8241	336	3	]	]	X
easat-8241	336	4	r.	r.	PROPN
easat-8241	336	5	wiradinata	wiradinata	PROPN
easat-8241	336	6	,	,	PUNCT
easat-8241	336	7	i.	i.	PROPN
easat-8241	336	8	w.	w.	PROPN
easat-8241	336	9	budiastra	budiastra	PROPN
easat-8241	336	10	,	,	PUNCT
easat-8241	336	11	and	and	CCONJ
easat-8241	336	12	s.	s.	PROPN
easat-8241	336	13	widodo	widodo	PROPN
easat-8241	336	14	,	,	PUNCT
easat-8241	336	15	"	"	PUNCT
easat-8241	336	16	model	model	NOUN
easat-8241	336	17	development	development	NOUN
easat-8241	336	18	of	of	ADP
easat-8241	336	19	non	non	ADJ
easat-8241	336	20	-	-	ADJ
easat-8241	336	21	destructive	destructive	ADJ
easat-8241	336	22	coffee	coffee	NOUN
easat-8241	336	23	beans	bean	NOUN
easat-8241	336	24	moisture	moisture	VERB
easat-8241	336	25	content	content	NOUN
easat-8241	336	26	determination	determination	NOUN
easat-8241	336	27	using	use	VERB
easat-8241	336	28	modified	modify	VERB
easat-8241	336	29	near	near	ADP
easat-8241	336	30	infrared	infrared	ADJ
easat-8241	336	31	spectroscopy	spectroscopy	NOUN
easat-8241	336	32	instrument	instrument	NOUN
easat-8241	336	33	,	,	PUNCT
easat-8241	336	34	"	"	PUNCT
easat-8241	336	35	pelita	pelita	PROPN
easat-8241	336	36	perkebunan	perkebunan	PROPN
easat-8241	336	37	(	(	PUNCT
easat-8241	336	38	a	a	DET
easat-8241	336	39	coffee	coffee	NOUN
easat-8241	336	40	and	and	CCONJ
easat-8241	336	41	cocoa	cocoa	NOUN
easat-8241	336	42	research	research	NOUN
easat-8241	336	43	journal	journal	PROPN
easat-8241	336	44	)	)	PUNCT
easat-8241	336	45	,	,	PUNCT
easat-8241	336	46	vol	vol	NOUN
easat-8241	336	47	.	.	PROPN
easat-8241	336	48	37	37	NUM
easat-8241	336	49	,	,	PUNCT
easat-8241	336	50	pp	pp	ADJ
easat-8241	336	51	.	.	PUNCT
easat-8241	337	1	229	229	NUM
easat-8241	337	2	-	-	SYM
easat-8241	337	3	238	238	NUM
easat-8241	337	4	,	,	PUNCT
easat-8241	337	5	2021	2021	NUM
easat-8241	337	6	.	.	PUNCT
easat-8241	338	1	[	[	X
easat-8241	338	2	16	16	NUM
easat-8241	338	3	]	]	PUNCT
easat-8241	338	4	k.	k.	PROPN
easat-8241	338	5	l.	l.	PROPN
easat-8241	338	6	keller	keller	PROPN
easat-8241	338	7	,	,	PUNCT
easat-8241	338	8	building	build	VERB
easat-8241	338	9	strong	strong	ADJ
easat-8241	338	10	brands	brand	NOUN
easat-8241	338	11	in	in	ADP
easat-8241	338	12	a	a	DET
easat-8241	338	13	modern	modern	ADJ
easat-8241	338	14	marketing	marketing	NOUN
easat-8241	338	15	communications	communication	NOUN
easat-8241	338	16	environment	environment	NOUN
easat-8241	338	17	.	.	PUNCT
easat-8241	339	1	in	in	ADP
easat-8241	339	2	j.	j.	PROPN
easat-8241	339	3	r.	r.	PROPN
easat-8241	339	4	hall	hall	PROPN
easat-8241	339	5	&	&	CCONJ
easat-8241	339	6	a.	a.	PROPN
easat-8241	339	7	j.	j.	PROPN
easat-8241	339	8	deighton	deighton	PROPN
easat-8241	339	9	(	(	PUNCT
easat-8241	339	10	eds	ed	NOUN
easat-8241	339	11	.	.	PUNCT
easat-8241	339	12	)	)	PUNCT
easat-8241	339	13	,	,	PUNCT
easat-8241	339	14	the	the	DET
easat-8241	339	15	evolution	evolution	NOUN
easat-8241	339	16	of	of	ADP
easat-8241	339	17	integrated	integrate	VERB
easat-8241	339	18	marketing	marketing	NOUN
easat-8241	339	19	communications	communication	NOUN
easat-8241	339	20	.	.	PUNCT
easat-8241	340	1	new	new	PROPN
easat-8241	340	2	york	york	PROPN
easat-8241	340	3	:	:	PUNCT
easat-8241	340	4	routledge	routledge	PROPN
easat-8241	340	5	,	,	PUNCT
easat-8241	340	6	2013	2013	NUM
easat-8241	340	7	.	.	PUNCT
easat-8241	341	1	[	[	X
easat-8241	341	2	17	17	NUM
easat-8241	341	3	]	]	PUNCT
easat-8241	341	4	m.	m.	NOUN
easat-8241	341	5	abou	abou	PROPN
easat-8241	341	6	-	-	PUNCT
easat-8241	341	7	shouk	shouk	PROPN
easat-8241	341	8	and	and	CCONJ
easat-8241	341	9	m.	m.	NOUN
easat-8241	341	10	soliman	soliman	NOUN
easat-8241	341	11	,	,	PUNCT
easat-8241	341	12	"	"	PUNCT
easat-8241	341	13	the	the	DET
easat-8241	341	14	impact	impact	NOUN
easat-8241	341	15	of	of	ADP
easat-8241	341	16	gamification	gamification	NOUN
easat-8241	341	17	adoption	adoption	PROPN
easat-8241	341	18	intention	intention	NOUN
easat-8241	341	19	on	on	ADP
easat-8241	341	20	brand	brand	NOUN
easat-8241	341	21	awareness	awareness	NOUN
easat-8241	341	22	and	and	CCONJ
easat-8241	341	23	loyalty	loyalty	NOUN
easat-8241	341	24	in	in	ADP
easat-8241	341	25	tourism	tourism	NOUN
easat-8241	341	26	:	:	PUNCT
easat-8241	341	27	the	the	DET
easat-8241	341	28	mediating	mediate	VERB
easat-8241	341	29	effect	effect	NOUN
easat-8241	341	30	of	of	ADP
easat-8241	341	31	customer	customer	NOUN
easat-8241	341	32	engagement	engagement	NOUN
easat-8241	341	33	,	,	PUNCT
easat-8241	341	34	"	"	PUNCT
easat-8241	341	35	journal	journal	NOUN
easat-8241	341	36	of	of	ADP
easat-8241	341	37	destination	destination	NOUN
easat-8241	341	38	marketing	marketing	NOUN
easat-8241	341	39	&	&	CCONJ
easat-8241	341	40	management	management	NOUN
easat-8241	341	41	,	,	PUNCT
easat-8241	341	42	vol	vol	NOUN
easat-8241	341	43	.	.	PROPN
easat-8241	341	44	20	20	NUM
easat-8241	341	45	,	,	PUNCT
easat-8241	341	46	p.	p.	NOUN
easat-8241	341	47	100559	100559	NUM
easat-8241	341	48	,	,	PUNCT
easat-8241	341	49	2021	2021	NUM
easat-8241	341	50	.	.	PUNCT
easat-8241	342	1	https://doi.org/10.1016/j.jdmm.2021.100559	https://doi.org/10.1016/j.jdmm.2021.100559	NOUN
easat-8241	343	1	[	[	X
easat-8241	343	2	18	18	NUM
easat-8241	343	3	]	]	PUNCT
easat-8241	343	4	m.	m.	NOUN
easat-8241	343	5	a.	a.	NOUN
easat-8241	343	6	merhabi	merhabi	PROPN
easat-8241	343	7	,	,	PUNCT
easat-8241	343	8	p.	p.	NOUN
easat-8241	343	9	petridis	petridis	PROPN
easat-8241	343	10	,	,	PUNCT
easat-8241	343	11	and	and	CCONJ
easat-8241	343	12	r.	r.	PROPN
easat-8241	343	13	khusainova	khusainova	PROPN
easat-8241	343	14	,	,	PUNCT
easat-8241	343	15	"	"	PUNCT
easat-8241	343	16	gamification	gamification	NOUN
easat-8241	343	17	for	for	ADP
easat-8241	343	18	brand	brand	NOUN
easat-8241	343	19	value	value	NOUN
easat-8241	343	20	co	co	NOUN
easat-8241	343	21	-	-	NOUN
easat-8241	343	22	creation	creation	NOUN
easat-8241	343	23	:	:	PUNCT
easat-8241	343	24	a	a	DET
easat-8241	343	25	systematic	systematic	ADJ
easat-8241	343	26	literature	literature	NOUN
easat-8241	343	27	review	review	NOUN
easat-8241	343	28	,	,	PUNCT
easat-8241	343	29	"	"	PUNCT
easat-8241	343	30	information	information	NOUN
easat-8241	343	31	,	,	PUNCT
easat-8241	343	32	vol	vol	NOUN
easat-8241	343	33	.	.	PROPN
easat-8241	343	34	12	12	NUM
easat-8241	343	35	,	,	PUNCT
easat-8241	343	36	no	no	INTJ
easat-8241	343	37	.	.	NOUN
easat-8241	343	38	9	9	NUM
easat-8241	343	39	,	,	PUNCT
easat-8241	343	40	p.	p.	NOUN
easat-8241	343	41	345	345	NUM
easat-8241	343	42	,	,	PUNCT
easat-8241	343	43	2021	2021	NUM
easat-8241	343	44	.	.	PUNCT
easat-8241	344	1	https://doi.org/10.3390/info12090345	https://doi.org/10.3390/info12090345	PROPN
easat-8241	345	1	[	[	X
easat-8241	345	2	19	19	NUM
easat-8241	345	3	]	]	X
easat-8241	345	4	c.	c.	PROPN
easat-8241	345	5	f.	f.	PROPN
easat-8241	345	6	hofacker	hofacker	PROPN
easat-8241	345	7	,	,	PUNCT
easat-8241	345	8	k.	k.	PROPN
easat-8241	345	9	de	de	PROPN
easat-8241	345	10	ruyter	ruyter	PROPN
easat-8241	345	11	,	,	PUNCT
easat-8241	345	12	n.	n.	PROPN
easat-8241	345	13	h.	h.	PROPN
easat-8241	345	14	lurie	lurie	PROPN
easat-8241	345	15	,	,	PUNCT
easat-8241	345	16	p.	p.	NOUN
easat-8241	345	17	manchanda	manchanda	PROPN
easat-8241	345	18	,	,	PUNCT
easat-8241	345	19	and	and	CCONJ
easat-8241	345	20	j.	j.	PROPN
easat-8241	345	21	donaldson	donaldson	PROPN
easat-8241	345	22	,	,	PUNCT
easat-8241	345	23	"	"	PUNCT
easat-8241	345	24	gamification	gamification	NOUN
easat-8241	345	25	and	and	CCONJ
easat-8241	345	26	mobile	mobile	ADJ
easat-8241	345	27	marketing	marketing	NOUN
easat-8241	345	28	effectiveness	effectiveness	NOUN
easat-8241	345	29	,	,	PUNCT
easat-8241	345	30	"	"	PUNCT
easat-8241	345	31	journal	journal	NOUN
easat-8241	345	32	of	of	ADP
easat-8241	345	33	interactive	interactive	ADJ
easat-8241	345	34	marketing	marketing	NOUN
easat-8241	345	35	,	,	PUNCT
easat-8241	345	36	vol	vol	NOUN
easat-8241	345	37	.	.	PROPN
easat-8241	345	38	34	34	NUM
easat-8241	345	39	,	,	PUNCT
easat-8241	345	40	no	no	INTJ
easat-8241	345	41	.	.	NOUN
easat-8241	345	42	1	1	NUM
easat-8241	345	43	,	,	PUNCT
easat-8241	345	44	pp	pp	ADJ
easat-8241	345	45	.	.	PUNCT
easat-8241	346	1	25	25	NUM
easat-8241	346	2	-	-	SYM
easat-8241	346	3	36	36	NUM
easat-8241	346	4	,	,	PUNCT
easat-8241	346	5	2016	2016	NUM
easat-8241	346	6	.	.	PUNCT
easat-8241	347	1	https://doi.org/10.1016/j.intmar.2016.03.001	https://doi.org/10.1016/j.intmar.2016.03.001	NOUN
easat-8241	348	1	[	[	X
easat-8241	348	2	20	20	NUM
easat-8241	348	3	]	]	X
easat-8241	348	4	n.	n.	NOUN
easat-8241	348	5	xi	xi	PROPN
easat-8241	348	6	and	and	CCONJ
easat-8241	348	7	h.	h.	PROPN
easat-8241	348	8	juho	juho	PROPN
easat-8241	348	9	,	,	PUNCT
easat-8241	348	10	"	"	PUNCT
easat-8241	348	11	the	the	DET
easat-8241	348	12	relationship	relationship	NOUN
easat-8241	348	13	between	between	ADP
easat-8241	348	14	gamification	gamification	NOUN
easat-8241	348	15	,	,	PUNCT
easat-8241	348	16	brand	brand	NOUN
easat-8241	348	17	engagement	engagement	NOUN
easat-8241	348	18	and	and	CCONJ
easat-8241	348	19	brand	brand	NOUN
easat-8241	348	20	equity	equity	NOUN
easat-8241	348	21	,	,	PUNCT
easat-8241	348	22	"	"	PUNCT
easat-8241	348	23	in	in	ADP
easat-8241	348	24	proceedings	proceeding	NOUN
easat-8241	348	25	of	of	ADP
easat-8241	348	26	the	the	DET
easat-8241	348	27	52nd	52nd	ADJ
easat-8241	348	28	hawaii	hawaii	PROPN
easat-8241	348	29	international	international	ADJ
easat-8241	348	30	conference	conference	NOUN
easat-8241	348	31	on	on	ADP
easat-8241	348	32	system	system	NOUN
easat-8241	348	33	sciences	science	NOUN
easat-8241	348	34	,	,	PUNCT
easat-8241	348	35	2019	2019	NUM
easat-8241	348	36	.	.	PUNCT
easat-8241	349	1	[	[	X
easat-8241	349	2	21	21	NUM
easat-8241	349	3	]	]	X
easat-8241	349	4	g.	g.	PROPN
easat-8241	349	5	zichermann	zichermann	PROPN
easat-8241	349	6	and	and	CCONJ
easat-8241	349	7	c.	c.	PROPN
easat-8241	349	8	cunningham	cunningham	PROPN
easat-8241	349	9	,	,	PUNCT
easat-8241	349	10	gamification	gamification	NOUN
easat-8241	349	11	by	by	ADP
easat-8241	349	12	design	design	NOUN
easat-8241	349	13	:	:	PUNCT
easat-8241	349	14	implementing	implement	VERB
easat-8241	349	15	game	game	NOUN
easat-8241	349	16	mechanics	mechanic	NOUN
easat-8241	349	17	in	in	ADP
easat-8241	349	18	web	web	NOUN
easat-8241	349	19	and	and	CCONJ
easat-8241	349	20	mobile	mobile	ADJ
easat-8241	349	21	apps	app	NOUN
easat-8241	349	22	.	.	PUNCT
easat-8241	350	1	sebastopol	sebastopol	NOUN
easat-8241	350	2	,	,	PUNCT
easat-8241	350	3	ca	ca	PROPN
easat-8241	350	4	,	,	PUNCT
easat-8241	350	5	united	united	PROPN
easat-8241	350	6	states	states	PROPN
easat-8241	350	7	:	:	PUNCT
easat-8241	350	8	o'reilly	o'reilly	NOUN
easat-8241	350	9	media	medium	NOUN
easat-8241	350	10	,	,	PUNCT
easat-8241	350	11	2011	2011	NUM
easat-8241	350	12	.	.	PUNCT
easat-8241	351	1	[	[	X
easat-8241	351	2	22	22	NUM
easat-8241	351	3	]	]	PUNCT
easat-8241	351	4	k.	k.	PROPN
easat-8241	351	5	werbach	werbach	PROPN
easat-8241	351	6	and	and	CCONJ
easat-8241	351	7	h.	h.	PROPN
easat-8241	351	8	dan	dan	PROPN
easat-8241	351	9	,	,	PUNCT
easat-8241	351	10	for	for	ADP
easat-8241	351	11	the	the	DET
easat-8241	351	12	win	win	NOUN
easat-8241	351	13	:	:	PUNCT
easat-8241	351	14	how	how	SCONJ
easat-8241	351	15	game	game	NOUN
easat-8241	351	16	thinking	thinking	NOUN
easat-8241	351	17	can	can	AUX
easat-8241	351	18	revolutionize	revolutionize	VERB
easat-8241	351	19	your	your	PRON
easat-8241	351	20	business	business	NOUN
easat-8241	351	21	.	.	PUNCT
easat-8241	352	1	philadelphia	philadelphia	PROPN
easat-8241	352	2	,	,	PUNCT
easat-8241	352	3	pa	pa	PROPN
easat-8241	352	4	,	,	PUNCT
easat-8241	352	5	united	united	PROPN
easat-8241	352	6	states	states	PROPN
easat-8241	352	7	:	:	PUNCT
easat-8241	352	8	wharton	wharton	PROPN
easat-8241	352	9	digital	digital	PROPN
easat-8241	352	10	press	press	NOUN
easat-8241	352	11	,	,	PUNCT
easat-8241	352	12	2012	2012	NUM
easat-8241	352	13	.	.	PUNCT
easat-8241	353	1	[	[	X
easat-8241	353	2	23	23	NUM
easat-8241	353	3	]	]	X
easat-8241	353	4	e.	e.	PROPN
easat-8241	353	5	d.	d.	PROPN
easat-8241	353	6	mekler	mekler	PROPN
easat-8241	353	7	,	,	PUNCT
easat-8241	353	8	f.	f.	PROPN
easat-8241	353	9	brühlmann	brühlmann	PROPN
easat-8241	353	10	,	,	PUNCT
easat-8241	353	11	a.	a.	PROPN
easat-8241	353	12	n.	n.	PROPN
easat-8241	353	13	tuch	tuch	PROPN
easat-8241	353	14	,	,	PUNCT
easat-8241	353	15	and	and	CCONJ
easat-8241	353	16	k.	k.	PROPN
easat-8241	353	17	opwis	opwis	NOUN
easat-8241	353	18	,	,	PUNCT
easat-8241	353	19	"	"	PUNCT
easat-8241	353	20	towards	towards	ADP
easat-8241	353	21	understanding	understand	VERB
easat-8241	353	22	the	the	DET
easat-8241	353	23	effects	effect	NOUN
easat-8241	353	24	of	of	ADP
easat-8241	353	25	individual	individual	ADJ
easat-8241	353	26	gamification	gamification	NOUN
easat-8241	353	27	elements	element	NOUN
easat-8241	353	28	on	on	ADP
easat-8241	353	29	intrinsic	intrinsic	ADJ
easat-8241	353	30	motivation	motivation	NOUN
easat-8241	353	31	and	and	CCONJ
easat-8241	353	32	performance	performance	NOUN
easat-8241	353	33	,	,	PUNCT
easat-8241	353	34	"	"	PUNCT
easat-8241	353	35	computers	computer	NOUN
easat-8241	353	36	in	in	ADP
easat-8241	353	37	human	human	ADJ
easat-8241	353	38	behavior	behavior	NOUN
easat-8241	353	39	,	,	PUNCT
easat-8241	353	40	vol	vol	NOUN
easat-8241	353	41	.	.	PROPN
easat-8241	353	42	71	71	NUM
easat-8241	353	43	,	,	PUNCT
easat-8241	353	44	pp	pp	ADJ
easat-8241	353	45	.	.	PUNCT
easat-8241	354	1	525	525	NUM
easat-8241	354	2	-	-	SYM
easat-8241	354	3	534	534	NUM
easat-8241	354	4	,	,	PUNCT
easat-8241	354	5	2017	2017	NUM
easat-8241	354	6	.	.	PUNCT
easat-8241	355	1	https://creativecommons.org/licenses/by/4.0/	https://creativecommons.org/licenses/by/4.0/	PROPN
easat-8241	356	1	https://doi.org/10.1006/ceps.1999.1020	https://doi.org/10.1006/ceps.1999.1020	PROPN
easat-8241	356	2	https://doi.org/10.1016/j.ijinfomgt.2018.10.013	https://doi.org/10.1016/j.ijinfomgt.2018.10.013	PROPN
easat-8241	356	3	https://doi.org/10.1016/j.apmrv.2016.10.005	https://doi.org/10.1016/j.apmrv.2016.10.005	PROPN
easat-8241	356	4	https://iprice.co.id/insights/mapofecommerce/	https://iprice.co.id/insights/mapofecommerce/	PROPN
easat-8241	356	5	https://doi.org/10.1016/j.jdmm.2021.100559	https://doi.org/10.1016/j.jdmm.2021.100559	ADJ
easat-8241	356	6	https://doi.org/10.3390/info12090345	https://doi.org/10.3390/info12090345	PROPN
easat-8241	356	7	https://doi.org/10.1016/j.intmar.2016.03.001	https://doi.org/10.1016/j.intmar.2016.03.001	PROPN
easat-8241	356	8	1797	1797	NUM
easat-8241	356	9	edelweiss	edelweiss	PROPN
easat-8241	356	10	applied	apply	VERB
easat-8241	356	11	science	science	NOUN
easat-8241	356	12	and	and	CCONJ
easat-8241	356	13	technology	technology	NOUN
easat-8241	356	14	issn	issn	PROPN
easat-8241	356	15	:	:	PUNCT
easat-8241	356	16	2576	2576	NUM
easat-8241	356	17	-	-	SYM
easat-8241	356	18	8484	8484	NUM
easat-8241	356	19	vol	vol	NOUN
easat-8241	356	20	.	.	PROPN
easat-8241	357	1	9	9	NUM
easat-8241	357	2	,	,	PUNCT
easat-8241	357	3	no	no	INTJ
easat-8241	357	4	.	.	NOUN
easat-8241	357	5	6	6	NUM
easat-8241	357	6	:	:	SYM
easat-8241	357	7	1784	1784	NUM
easat-8241	357	8	-	-	SYM
easat-8241	357	9	1798	1798	NUM
easat-8241	357	10	,	,	PUNCT
easat-8241	357	11	2025	2025	NUM
easat-8241	357	12	doi	doi	NOUN
easat-8241	357	13	:	:	PUNCT
easat-8241	357	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	357	15	©	©	PROPN
easat-8241	357	16	2025	2025	NUM
easat-8241	357	17	by	by	ADP
easat-8241	357	18	the	the	DET
easat-8241	357	19	authors	author	NOUN
easat-8241	357	20	;	;	PUNCT
easat-8241	357	21	licensee	licensee	PROPN
easat-8241	357	22	learning	learning	NOUN
easat-8241	357	23	gate	gate	NOUN
easat-8241	358	1	[	[	X
easat-8241	358	2	24	24	NUM
easat-8241	358	3	]	]	PUNCT
easat-8241	358	4	m.	m.	NOUN
easat-8241	358	5	d.	d.	PROPN
easat-8241	358	6	hanus	hanus	PROPN
easat-8241	358	7	and	and	CCONJ
easat-8241	358	8	j.	j.	PROPN
easat-8241	358	9	fox	fox	PROPN
easat-8241	358	10	,	,	PUNCT
easat-8241	358	11	"	"	PUNCT
easat-8241	358	12	assessing	assess	VERB
easat-8241	358	13	the	the	DET
easat-8241	358	14	effects	effect	NOUN
easat-8241	358	15	of	of	ADP
easat-8241	358	16	gamification	gamification	NOUN
easat-8241	358	17	in	in	ADP
easat-8241	358	18	the	the	DET
easat-8241	358	19	classroom	classroom	NOUN
easat-8241	358	20	:	:	PUNCT
easat-8241	358	21	a	a	DET
easat-8241	358	22	longitudinal	longitudinal	ADJ
easat-8241	358	23	study	study	NOUN
easat-8241	358	24	on	on	ADP
easat-8241	358	25	intrinsic	intrinsic	ADJ
easat-8241	358	26	motivation	motivation	NOUN
easat-8241	358	27	,	,	PUNCT
easat-8241	358	28	social	social	ADJ
easat-8241	358	29	comparison	comparison	NOUN
easat-8241	358	30	,	,	PUNCT
easat-8241	358	31	satisfaction	satisfaction	NOUN
easat-8241	358	32	,	,	PUNCT
easat-8241	358	33	effort	effort	NOUN
easat-8241	358	34	,	,	PUNCT
easat-8241	358	35	and	and	CCONJ
easat-8241	358	36	academic	academic	ADJ
easat-8241	358	37	performance	performance	NOUN
easat-8241	358	38	,	,	PUNCT
easat-8241	358	39	"	"	PUNCT
easat-8241	358	40	computers	computer	NOUN
easat-8241	358	41	&	&	CCONJ
easat-8241	358	42	education	education	NOUN
easat-8241	358	43	,	,	PUNCT
easat-8241	358	44	vol	vol	NOUN
easat-8241	358	45	.	.	PROPN
easat-8241	358	46	80	80	NUM
easat-8241	358	47	,	,	PUNCT
easat-8241	358	48	pp	pp	ADJ
easat-8241	358	49	.	.	PUNCT
easat-8241	359	1	152	152	NUM
easat-8241	359	2	-	-	SYM
easat-8241	359	3	161	161	NUM
easat-8241	359	4	,	,	PUNCT
easat-8241	359	5	2015	2015	NUM
easat-8241	359	6	.	.	PUNCT
easat-8241	360	1	https://doi.org/10.1016/j.compedu.2014.08.019	https://doi.org/10.1016/j.compedu.2014.08.019	PRON
easat-8241	360	2	[	[	X
easat-8241	360	3	25	25	NUM
easat-8241	360	4	]	]	PUNCT
easat-8241	360	5	k.	k.	PROPN
easat-8241	360	6	huotari	huotari	PROPN
easat-8241	360	7	and	and	CCONJ
easat-8241	360	8	j.	j.	PROPN
easat-8241	360	9	hamari	hamari	PROPN
easat-8241	360	10	,	,	PUNCT
easat-8241	360	11	"	"	PUNCT
easat-8241	360	12	defining	define	VERB
easat-8241	360	13	gamification	gamification	NOUN
easat-8241	360	14	:	:	PUNCT
easat-8241	360	15	a	a	DET
easat-8241	360	16	service	service	NOUN
easat-8241	360	17	marketing	marketing	NOUN
easat-8241	360	18	perspective	perspective	NOUN
easat-8241	360	19	,	,	PUNCT
easat-8241	360	20	"	"	PUNCT
easat-8241	360	21	in	in	ADP
easat-8241	360	22	proceeding	proceeding	NOUN
easat-8241	360	23	of	of	ADP
easat-8241	360	24	the	the	DET
easat-8241	360	25	16th	16th	ADJ
easat-8241	360	26	international	international	ADJ
easat-8241	360	27	academic	academic	ADJ
easat-8241	360	28	mindtrek	mindtrek	PROPN
easat-8241	360	29	conference	conference	NOUN
easat-8241	360	30	,	,	PUNCT
easat-8241	360	31	2012	2012	NUM
easat-8241	360	32	,	,	PUNCT
easat-8241	360	33	pp	pp	ADJ
easat-8241	360	34	.	.	PUNCT
easat-8241	361	1	17	17	NUM
easat-8241	361	2	-	-	SYM
easat-8241	361	3	22	22	NUM
easat-8241	361	4	.	.	PUNCT
easat-8241	362	1	[	[	X
easat-8241	362	2	26	26	NUM
easat-8241	362	3	]	]	X
easat-8241	362	4	j.	j.	PROPN
easat-8241	362	5	hamari	hamari	PROPN
easat-8241	362	6	,	,	PUNCT
easat-8241	362	7	j.	j.	PROPN
easat-8241	362	8	koivisto	koivisto	PROPN
easat-8241	362	9	,	,	PUNCT
easat-8241	362	10	and	and	CCONJ
easat-8241	362	11	t.	t.	PROPN
easat-8241	362	12	pakkanen	pakkanen	NOUN
easat-8241	362	13	,	,	PUNCT
easat-8241	362	14	"	"	PUNCT
easat-8241	362	15	do	do	AUX
easat-8241	362	16	persuasive	persuasive	ADJ
easat-8241	362	17	technologies	technology	NOUN
easat-8241	362	18	persuade?-a	persuade?-a	PROPN
easat-8241	362	19	review	review	NOUN
easat-8241	362	20	of	of	ADP
easat-8241	362	21	empirical	empirical	ADJ
easat-8241	362	22	studies	study	NOUN
easat-8241	362	23	,	,	PUNCT
easat-8241	362	24	"	"	PUNCT
easat-8241	362	25	presented	present	VERB
easat-8241	362	26	at	at	ADP
easat-8241	362	27	the	the	DET
easat-8241	362	28	international	international	ADJ
easat-8241	362	29	conference	conference	NOUN
easat-8241	362	30	on	on	ADP
easat-8241	362	31	persuasive	persuasive	ADJ
easat-8241	362	32	technology	technology	NOUN
easat-8241	362	33	,	,	PUNCT
easat-8241	362	34	2014	2014	NUM
easat-8241	362	35	.	.	PUNCT
easat-8241	363	1	[	[	X
easat-8241	363	2	27	27	NUM
easat-8241	363	3	]	]	PUNCT
easat-8241	363	4	k.	k.	PROPN
easat-8241	363	5	m.	m.	PROPN
easat-8241	363	6	kapp	kapp	PROPN
easat-8241	363	7	,	,	PUNCT
easat-8241	363	8	the	the	DET
easat-8241	363	9	gamification	gamification	NOUN
easat-8241	363	10	of	of	ADP
easat-8241	363	11	learning	learning	NOUN
easat-8241	363	12	and	and	CCONJ
easat-8241	363	13	instruction	instruction	NOUN
easat-8241	363	14	:	:	PUNCT
easat-8241	363	15	game	game	NOUN
easat-8241	363	16	-	-	PUNCT
easat-8241	363	17	based	base	VERB
easat-8241	363	18	methods	method	NOUN
easat-8241	363	19	and	and	CCONJ
easat-8241	363	20	strategies	strategy	NOUN
easat-8241	363	21	for	for	ADP
easat-8241	363	22	training	training	NOUN
easat-8241	363	23	and	and	CCONJ
easat-8241	363	24	education	education	NOUN
easat-8241	363	25	.	.	PUNCT
easat-8241	364	1	hoboken	hoboken	PROPN
easat-8241	364	2	,	,	PUNCT
easat-8241	364	3	nj	nj	PROPN
easat-8241	364	4	:	:	PUNCT
easat-8241	364	5	wiley	wiley	PROPN
easat-8241	364	6	,	,	PUNCT
easat-8241	364	7	2012	2012	NUM
easat-8241	364	8	.	.	PUNCT
easat-8241	365	1	[	[	X
easat-8241	365	2	28	28	NUM
easat-8241	365	3	]	]	PUNCT
easat-8241	365	4	k.	k.	PROPN
easat-8241	365	5	seaborn	seaborn	PROPN
easat-8241	365	6	and	and	CCONJ
easat-8241	365	7	d.	d.	PROPN
easat-8241	365	8	i.	i.	PROPN
easat-8241	365	9	fels	fels	PROPN
easat-8241	365	10	,	,	PUNCT
easat-8241	365	11	"	"	PUNCT
easat-8241	365	12	gamification	gamification	NOUN
easat-8241	365	13	in	in	ADP
easat-8241	365	14	theory	theory	NOUN
easat-8241	365	15	and	and	CCONJ
easat-8241	365	16	action	action	NOUN
easat-8241	365	17	:	:	PUNCT
easat-8241	365	18	a	a	DET
easat-8241	365	19	survey	survey	NOUN
easat-8241	365	20	,	,	PUNCT
easat-8241	365	21	"	"	PUNCT
easat-8241	365	22	international	international	ADJ
easat-8241	365	23	journal	journal	NOUN
easat-8241	365	24	of	of	ADP
easat-8241	365	25	human	human	ADJ
easat-8241	365	26	-	-	PUNCT
easat-8241	365	27	computer	computer	NOUN
easat-8241	365	28	studies	study	NOUN
easat-8241	365	29	,	,	PUNCT
easat-8241	365	30	vol	vol	NOUN
easat-8241	365	31	.	.	PROPN
easat-8241	366	1	74	74	NUM
easat-8241	366	2	,	,	PUNCT
easat-8241	366	3	pp	pp	ADJ
easat-8241	366	4	.	.	PUNCT
easat-8241	367	1	14	14	NUM
easat-8241	367	2	-	-	SYM
easat-8241	367	3	31	31	NUM
easat-8241	367	4	,	,	PUNCT
easat-8241	367	5	2015	2015	NUM
easat-8241	367	6	.	.	PUNCT
easat-8241	368	1	[	[	X
easat-8241	368	2	29	29	NUM
easat-8241	368	3	]	]	X
easat-8241	368	4	l.	l.	PROPN
easat-8241	368	5	d.	d.	PROPN
easat-8241	368	6	hollebeek	hollebeek	PROPN
easat-8241	368	7	,	,	PUNCT
easat-8241	368	8	j.	j.	PROPN
easat-8241	368	9	b.	b.	PROPN
easat-8241	368	10	roderick	roderick	PROPN
easat-8241	368	11	,	,	PUNCT
easat-8241	368	12	j.	j.	PROPN
easat-8241	368	13	biljana	biljana	PROPN
easat-8241	368	14	,	,	PUNCT
easat-8241	368	15	and	and	CCONJ
easat-8241	368	16	i.	i.	PROPN
easat-8241	368	17	alexander	alexander	PROPN
easat-8241	368	18	,	,	PUNCT
easat-8241	368	19	"	"	PUNCT
easat-8241	368	20	customer	customer	NOUN
easat-8241	368	21	engagement	engagement	NOUN
easat-8241	368	22	:	:	PUNCT
easat-8241	368	23	conceptual	conceptual	ADJ
easat-8241	368	24	domain	domain	NOUN
easat-8241	368	25	,	,	PUNCT
easat-8241	368	26	fundamental	fundamental	ADJ
easat-8241	368	27	propositions	proposition	NOUN
easat-8241	368	28	,	,	PUNCT
easat-8241	368	29	and	and	CCONJ
easat-8241	368	30	implications	implication	NOUN
easat-8241	368	31	for	for	ADP
easat-8241	368	32	research	research	NOUN
easat-8241	368	33	,	,	PUNCT
easat-8241	368	34	"	"	PUNCT
easat-8241	368	35	journal	journal	NOUN
easat-8241	368	36	of	of	ADP
easat-8241	368	37	service	service	NOUN
easat-8241	368	38	research	research	NOUN
easat-8241	368	39	,	,	PUNCT
easat-8241	368	40	vol	vol	NOUN
easat-8241	368	41	.	.	PROPN
easat-8241	368	42	14	14	NUM
easat-8241	368	43	,	,	PUNCT
easat-8241	368	44	no	no	INTJ
easat-8241	368	45	.	.	NOUN
easat-8241	368	46	3	3	NUM
easat-8241	368	47	,	,	PUNCT
easat-8241	368	48	pp	pp	ADJ
easat-8241	368	49	.	.	PUNCT
easat-8241	368	50	252	252	NUM
easat-8241	368	51	-	-	SYM
easat-8241	368	52	271	271	NUM
easat-8241	368	53	,	,	PUNCT
easat-8241	368	54	2011	2011	NUM
easat-8241	368	55	.	.	PUNCT
easat-8241	369	1	[	[	X
easat-8241	369	2	30	30	NUM
easat-8241	369	3	]	]	X
easat-8241	369	4	j.	j.	PROPN
easat-8241	369	5	hamari	hamari	PROPN
easat-8241	369	6	,	,	PUNCT
easat-8241	369	7	j.	j.	PROPN
easat-8241	369	8	koivisto	koivisto	PROPN
easat-8241	369	9	,	,	PUNCT
easat-8241	369	10	and	and	CCONJ
easat-8241	369	11	h.	h.	PROPN
easat-8241	369	12	sarsa	sarsa	PROPN
easat-8241	369	13	,	,	PUNCT
easat-8241	369	14	"	"	PUNCT
easat-8241	369	15	does	do	AUX
easat-8241	369	16	gamification	gamification	NOUN
easat-8241	369	17	work?--a	work?--a	VERB
easat-8241	369	18	literature	literature	PROPN
easat-8241	369	19	review	review	NOUN
easat-8241	369	20	of	of	ADP
easat-8241	369	21	empirical	empirical	ADJ
easat-8241	369	22	studies	study	NOUN
easat-8241	369	23	on	on	ADP
easat-8241	369	24	gamification	gamification	NOUN
easat-8241	369	25	,	,	PUNCT
easat-8241	369	26	"	"	PUNCT
easat-8241	369	27	presented	present	VERB
easat-8241	369	28	at	at	ADP
easat-8241	369	29	the	the	DET
easat-8241	369	30	2014	2014	NUM
easat-8241	369	31	47th	47th	ADJ
easat-8241	369	32	hawaii	hawaii	PROPN
easat-8241	369	33	international	international	ADJ
easat-8241	369	34	conference	conference	NOUN
easat-8241	369	35	on	on	ADP
easat-8241	369	36	system	system	NOUN
easat-8241	369	37	sciences	science	NOUN
easat-8241	369	38	,	,	PUNCT
easat-8241	369	39	2014	2014	NUM
easat-8241	369	40	.	.	PUNCT
easat-8241	370	1	[	[	X
easat-8241	370	2	31	31	NUM
easat-8241	370	3	]	]	PUNCT
easat-8241	370	4	b.	b.	PROPN
easat-8241	370	5	morschheuser	morschheuser	PROPN
easat-8241	370	6	,	,	PUNCT
easat-8241	370	7	j.	j.	PROPN
easat-8241	370	8	hamari	hamari	PROPN
easat-8241	370	9	,	,	PUNCT
easat-8241	370	10	j.	j.	PROPN
easat-8241	370	11	koivisto	koivisto	PROPN
easat-8241	370	12	,	,	PUNCT
easat-8241	370	13	and	and	CCONJ
easat-8241	370	14	a.	a.	NOUN
easat-8241	370	15	maedche	maedche	NOUN
easat-8241	370	16	,	,	PUNCT
easat-8241	370	17	"	"	PUNCT
easat-8241	370	18	gamified	gamifie	VERB
easat-8241	370	19	crowdsourcing	crowdsourcing	NOUN
easat-8241	370	20	:	:	PUNCT
easat-8241	370	21	conceptualization	conceptualization	NOUN
easat-8241	370	22	,	,	PUNCT
easat-8241	370	23	literature	literature	NOUN
easat-8241	370	24	review	review	NOUN
easat-8241	370	25	,	,	PUNCT
easat-8241	370	26	and	and	CCONJ
easat-8241	370	27	future	future	ADJ
easat-8241	370	28	agenda	agenda	NOUN
easat-8241	370	29	,	,	PUNCT
easat-8241	370	30	"	"	PUNCT
easat-8241	370	31	international	international	ADJ
easat-8241	370	32	journal	journal	NOUN
easat-8241	370	33	of	of	ADP
easat-8241	370	34	human	human	ADJ
easat-8241	370	35	-	-	PUNCT
easat-8241	370	36	computer	computer	NOUN
easat-8241	370	37	studies	study	NOUN
easat-8241	370	38	,	,	PUNCT
easat-8241	370	39	vol	vol	NOUN
easat-8241	370	40	.	.	PROPN
easat-8241	370	41	106	106	NUM
easat-8241	370	42	,	,	PUNCT
easat-8241	370	43	pp	pp	ADJ
easat-8241	370	44	.	.	PUNCT
easat-8241	371	1	26	26	NUM
easat-8241	371	2	-	-	SYM
easat-8241	371	3	43	43	NUM
easat-8241	371	4	,	,	PUNCT
easat-8241	371	5	2017	2017	NUM
easat-8241	371	6	.	.	PUNCT
easat-8241	372	1	[	[	X
easat-8241	372	2	32	32	NUM
easat-8241	372	3	]	]	PUNCT
easat-8241	372	4	d.	d.	PROPN
easat-8241	372	5	a.	a.	PROPN
easat-8241	372	6	aaker	aaker	PROPN
easat-8241	372	7	,	,	PUNCT
easat-8241	372	8	brand	brand	NOUN
easat-8241	372	9	equity	equity	NOUN
easat-8241	372	10	.	.	PUNCT
easat-8241	373	1	brand	brand	NOUN
easat-8241	373	2	value	value	NOUN
easat-8241	373	3	management	management	NOUN
easat-8241	373	4	.	.	PUNCT
easat-8241	374	1	milan	milan	PROPN
easat-8241	374	2	,	,	PUNCT
easat-8241	374	3	italy	italy	PROPN
easat-8241	374	4	:	:	PUNCT
easat-8241	374	5	francoangeli	francoangeli	PROPN
easat-8241	374	6	,	,	PUNCT
easat-8241	374	7	1997	1997	NUM
easat-8241	374	8	.	.	PUNCT
easat-8241	375	1	[	[	X
easat-8241	375	2	33	33	NUM
easat-8241	375	3	]	]	PUNCT
easat-8241	375	4	k.	k.	PROPN
easat-8241	375	5	l.	l.	PROPN
easat-8241	375	6	keller	keller	PROPN
easat-8241	375	7	,	,	PUNCT
easat-8241	375	8	"	"	PUNCT
easat-8241	375	9	conceptualizing	conceptualize	VERB
easat-8241	375	10	,	,	PUNCT
easat-8241	375	11	measuring	measuring	NOUN
easat-8241	375	12	,	,	PUNCT
easat-8241	375	13	and	and	CCONJ
easat-8241	375	14	managing	manage	VERB
easat-8241	375	15	customer	customer	NOUN
easat-8241	375	16	-	-	PUNCT
easat-8241	375	17	based	base	VERB
easat-8241	375	18	brand	brand	NOUN
easat-8241	375	19	equity	equity	NOUN
easat-8241	375	20	,	,	PUNCT
easat-8241	375	21	"	"	PUNCT
easat-8241	375	22	journal	journal	NOUN
easat-8241	375	23	of	of	ADP
easat-8241	375	24	marketing	marketing	NOUN
easat-8241	375	25	,	,	PUNCT
easat-8241	375	26	vol	vol	NOUN
easat-8241	375	27	.	.	PROPN
easat-8241	375	28	57	57	NUM
easat-8241	375	29	,	,	PUNCT
easat-8241	375	30	no	no	INTJ
easat-8241	375	31	.	.	NOUN
easat-8241	375	32	1	1	NUM
easat-8241	375	33	,	,	PUNCT
easat-8241	375	34	pp	pp	ADJ
easat-8241	375	35	.	.	PUNCT
easat-8241	376	1	1	1	NUM
easat-8241	376	2	-	-	SYM
easat-8241	376	3	22	22	NUM
easat-8241	376	4	,	,	PUNCT
easat-8241	376	5	1993	1993	NUM
easat-8241	376	6	.	.	PUNCT
easat-8241	377	1	[	[	X
easat-8241	377	2	34	34	NUM
easat-8241	377	3	]	]	X
easat-8241	377	4	g.	g.	PROPN
easat-8241	377	5	christodoulides	christodoulide	NOUN
easat-8241	377	6	and	and	CCONJ
easat-8241	377	7	l.	l.	PROPN
easat-8241	377	8	de	de	PROPN
easat-8241	377	9	chernatony	chernatony	PROPN
easat-8241	377	10	,	,	PUNCT
easat-8241	377	11	"	"	PUNCT
easat-8241	377	12	consumer	consumer	NOUN
easat-8241	377	13	-	-	PUNCT
easat-8241	377	14	based	base	VERB
easat-8241	377	15	brand	brand	NOUN
easat-8241	377	16	equity	equity	NOUN
easat-8241	377	17	conceptualisation	conceptualisation	NOUN
easat-8241	377	18	and	and	CCONJ
easat-8241	377	19	measurement	measurement	NOUN
easat-8241	377	20	:	:	PUNCT
easat-8241	377	21	a	a	DET
easat-8241	377	22	literature	literature	NOUN
easat-8241	377	23	review	review	NOUN
easat-8241	377	24	,	,	PUNCT
easat-8241	377	25	"	"	PUNCT
easat-8241	377	26	international	international	ADJ
easat-8241	377	27	journal	journal	NOUN
easat-8241	377	28	of	of	ADP
easat-8241	377	29	market	market	NOUN
easat-8241	377	30	research	research	NOUN
easat-8241	377	31	,	,	PUNCT
easat-8241	377	32	vol	vol	NOUN
easat-8241	377	33	.	.	PROPN
easat-8241	378	1	52	52	NUM
easat-8241	378	2	,	,	PUNCT
easat-8241	378	3	no	no	INTJ
easat-8241	378	4	.	.	NOUN
easat-8241	378	5	1	1	NUM
easat-8241	378	6	,	,	PUNCT
easat-8241	378	7	pp	pp	ADJ
easat-8241	378	8	.	.	PUNCT
easat-8241	379	1	43	43	NUM
easat-8241	379	2	-	-	SYM
easat-8241	379	3	66	66	NUM
easat-8241	379	4	,	,	PUNCT
easat-8241	379	5	2010	2010	NUM
easat-8241	379	6	.	.	PUNCT
easat-8241	380	1	[	[	X
easat-8241	380	2	35	35	NUM
easat-8241	380	3	]	]	X
easat-8241	380	4	b.	b.	PROPN
easat-8241	380	5	godey	godey	PROPN
easat-8241	380	6	et	et	PROPN
easat-8241	380	7	al	al	PROPN
easat-8241	380	8	.	.	PROPN
easat-8241	380	9	,	,	PUNCT
easat-8241	380	10	"	"	PUNCT
easat-8241	380	11	social	social	ADJ
easat-8241	380	12	media	media	NOUN
easat-8241	380	13	marketing	marketing	NOUN
easat-8241	380	14	efforts	effort	NOUN
easat-8241	380	15	of	of	ADP
easat-8241	380	16	luxury	luxury	NOUN
easat-8241	380	17	brands	brand	NOUN
easat-8241	380	18	:	:	PUNCT
easat-8241	380	19	influence	influence	NOUN
easat-8241	380	20	on	on	ADP
easat-8241	380	21	brand	brand	NOUN
easat-8241	380	22	equity	equity	NOUN
easat-8241	380	23	and	and	CCONJ
easat-8241	380	24	consumer	consumer	NOUN
easat-8241	380	25	behavior	behavior	NOUN
easat-8241	380	26	,	,	PUNCT
easat-8241	380	27	"	"	PUNCT
easat-8241	380	28	journal	journal	NOUN
easat-8241	380	29	of	of	ADP
easat-8241	380	30	business	business	NOUN
easat-8241	380	31	research	research	NOUN
easat-8241	380	32	,	,	PUNCT
easat-8241	380	33	vol	vol	NOUN
easat-8241	380	34	.	.	PROPN
easat-8241	380	35	69	69	NUM
easat-8241	380	36	,	,	PUNCT
easat-8241	380	37	no	no	INTJ
easat-8241	380	38	.	.	NOUN
easat-8241	380	39	12	12	NUM
easat-8241	380	40	,	,	PUNCT
easat-8241	380	41	pp	pp	ADJ
easat-8241	380	42	.	.	PUNCT
easat-8241	380	43	5833	5833	NUM
easat-8241	380	44	-	-	SYM
easat-8241	380	45	5841	5841	NUM
easat-8241	380	46	,	,	PUNCT
easat-8241	380	47	2016	2016	NUM
easat-8241	380	48	.	.	PUNCT
easat-8241	381	1	[	[	X
easat-8241	381	2	36	36	NUM
easat-8241	381	3	]	]	X
easat-8241	381	4	d.	d.	PROPN
easat-8241	381	5	a.	a.	NOUN
easat-8241	381	6	aaker	aaker	PROPN
easat-8241	381	7	,	,	PUNCT
easat-8241	381	8	"	"	PUNCT
easat-8241	381	9	measuring	measure	VERB
easat-8241	381	10	brand	brand	NOUN
easat-8241	381	11	equity	equity	NOUN
easat-8241	381	12	across	across	ADP
easat-8241	381	13	products	product	NOUN
easat-8241	381	14	and	and	CCONJ
easat-8241	381	15	markets	market	NOUN
easat-8241	381	16	,	,	PUNCT
easat-8241	381	17	"	"	PUNCT
easat-8241	381	18	california	california	PROPN
easat-8241	381	19	management	management	PROPN
easat-8241	381	20	review	review	PROPN
easat-8241	381	21	,	,	PUNCT
easat-8241	381	22	vol	vol	NOUN
easat-8241	381	23	.	.	PROPN
easat-8241	381	24	38	38	NUM
easat-8241	381	25	,	,	PUNCT
easat-8241	381	26	no	no	INTJ
easat-8241	381	27	.	.	NOUN
easat-8241	381	28	3	3	NUM
easat-8241	381	29	,	,	PUNCT
easat-8241	381	30	1996	1996	NUM
easat-8241	381	31	.	.	PUNCT
easat-8241	382	1	[	[	X
easat-8241	382	2	37	37	NUM
easat-8241	382	3	]	]	X
easat-8241	382	4	r.	r.	PROPN
easat-8241	382	5	huang	huang	PROPN
easat-8241	382	6	and	and	CCONJ
easat-8241	382	7	e.	e.	PROPN
easat-8241	382	8	sarigöllü	sarigöllü	PROPN
easat-8241	382	9	,	,	PUNCT
easat-8241	382	10	"	"	PUNCT
easat-8241	382	11	assessment	assessment	NOUN
easat-8241	382	12	of	of	ADP
easat-8241	382	13	brand	brand	NOUN
easat-8241	382	14	equity	equity	NOUN
easat-8241	382	15	measures	measure	NOUN
easat-8241	382	16	,	,	PUNCT
easat-8241	382	17	"	"	PUNCT
easat-8241	382	18	international	international	ADJ
easat-8241	382	19	journal	journal	NOUN
easat-8241	382	20	of	of	ADP
easat-8241	382	21	market	market	NOUN
easat-8241	382	22	research	research	NOUN
easat-8241	382	23	,	,	PUNCT
easat-8241	382	24	vol	vol	NOUN
easat-8241	382	25	.	.	PROPN
easat-8241	383	1	56	56	NUM
easat-8241	383	2	,	,	PUNCT
easat-8241	383	3	no	no	INTJ
easat-8241	383	4	.	.	NOUN
easat-8241	383	5	6	6	NUM
easat-8241	383	6	,	,	PUNCT
easat-8241	383	7	pp	pp	ADJ
easat-8241	383	8	.	.	PUNCT
easat-8241	384	1	783	783	NUM
easat-8241	384	2	-	-	SYM
easat-8241	384	3	806	806	NUM
easat-8241	384	4	,	,	PUNCT
easat-8241	384	5	2014	2014	NUM
easat-8241	384	6	.	.	PUNCT
easat-8241	385	1	[	[	X
easat-8241	385	2	38	38	NUM
easat-8241	385	3	]	]	X
easat-8241	385	4	y.	y.	PROPN
easat-8241	385	5	zhang	zhang	PROPN
easat-8241	385	6	,	,	PUNCT
easat-8241	385	7	"	"	PUNCT
easat-8241	385	8	the	the	DET
easat-8241	385	9	impact	impact	NOUN
easat-8241	385	10	of	of	ADP
easat-8241	385	11	brand	brand	NOUN
easat-8241	385	12	image	image	NOUN
easat-8241	385	13	on	on	ADP
easat-8241	385	14	consumer	consumer	NOUN
easat-8241	385	15	behavior	behavior	NOUN
easat-8241	385	16	:	:	PUNCT
easat-8241	385	17	a	a	DET
easat-8241	385	18	literature	literature	NOUN
easat-8241	385	19	review	review	NOUN
easat-8241	385	20	,	,	PUNCT
easat-8241	385	21	"	"	PUNCT
easat-8241	385	22	open	open	ADJ
easat-8241	385	23	journal	journal	NOUN
easat-8241	385	24	of	of	ADP
easat-8241	385	25	business	business	NOUN
easat-8241	385	26	and	and	CCONJ
easat-8241	385	27	management	management	NOUN
easat-8241	385	28	,	,	PUNCT
easat-8241	385	29	vol	vol	NOUN
easat-8241	385	30	.	.	PROPN
easat-8241	385	31	3	3	NUM
easat-8241	385	32	,	,	PUNCT
easat-8241	385	33	no	no	INTJ
easat-8241	385	34	.	.	NOUN
easat-8241	385	35	1	1	NUM
easat-8241	385	36	,	,	PUNCT
easat-8241	385	37	pp	pp	ADJ
easat-8241	385	38	.	.	PUNCT
easat-8241	386	1	58	58	NUM
easat-8241	386	2	-	-	SYM
easat-8241	386	3	62	62	NUM
easat-8241	386	4	,	,	PUNCT
easat-8241	386	5	2015	2015	NUM
easat-8241	386	6	.	.	PUNCT
easat-8241	387	1	[	[	X
easat-8241	387	2	39	39	NUM
easat-8241	387	3	]	]	PUNCT
easat-8241	387	4	r.	r.	PROPN
easat-8241	387	5	l.	l.	PROPN
easat-8241	387	6	oliver	oliver	PROPN
easat-8241	387	7	,	,	PUNCT
easat-8241	387	8	"	"	PUNCT
easat-8241	387	9	whence	whence	ADP
easat-8241	387	10	consumer	consumer	NOUN
easat-8241	387	11	loyalty	loyalty	NOUN
easat-8241	387	12	?	?	PUNCT
easat-8241	387	13	,	,	PUNCT
easat-8241	387	14	"	"	PUNCT
easat-8241	387	15	journal	journal	NOUN
easat-8241	387	16	of	of	ADP
easat-8241	387	17	marketing	marketing	NOUN
easat-8241	387	18	,	,	PUNCT
easat-8241	387	19	vol	vol	NOUN
easat-8241	387	20	.	.	PROPN
easat-8241	387	21	63	63	NUM
easat-8241	387	22	,	,	PUNCT
easat-8241	387	23	pp	pp	ADJ
easat-8241	387	24	.	.	PUNCT
easat-8241	388	1	33–44	33–44	NUM
easat-8241	388	2	,	,	PUNCT
easat-8241	388	3	1999	1999	NUM
easat-8241	388	4	.	.	PUNCT
easat-8241	389	1	[	[	X
easat-8241	389	2	40	40	NUM
easat-8241	389	3	]	]	PUNCT
easat-8241	389	4	b.	b.	PROPN
easat-8241	389	5	yoo	yoo	PROPN
easat-8241	389	6	and	and	CCONJ
easat-8241	389	7	n.	n.	PROPN
easat-8241	389	8	donthu	donthu	PROPN
easat-8241	389	9	,	,	PUNCT
easat-8241	389	10	"	"	PUNCT
easat-8241	389	11	developing	develop	VERB
easat-8241	389	12	and	and	CCONJ
easat-8241	389	13	validating	validate	VERB
easat-8241	389	14	a	a	DET
easat-8241	389	15	multidimensional	multidimensional	ADJ
easat-8241	389	16	consumer	consumer	NOUN
easat-8241	389	17	-	-	PUNCT
easat-8241	389	18	based	base	VERB
easat-8241	389	19	brand	brand	NOUN
easat-8241	389	20	equity	equity	NOUN
easat-8241	389	21	scale	scale	NOUN
easat-8241	389	22	,	,	PUNCT
easat-8241	389	23	"	"	PUNCT
easat-8241	389	24	journal	journal	NOUN
easat-8241	389	25	of	of	ADP
easat-8241	389	26	business	business	NOUN
easat-8241	389	27	research	research	NOUN
easat-8241	389	28	,	,	PUNCT
easat-8241	389	29	vol	vol	NOUN
easat-8241	389	30	.	.	PROPN
easat-8241	389	31	52	52	NUM
easat-8241	389	32	,	,	PUNCT
easat-8241	389	33	no	no	INTJ
easat-8241	389	34	.	.	NOUN
easat-8241	389	35	1	1	NUM
easat-8241	389	36	,	,	PUNCT
easat-8241	389	37	pp	pp	ADJ
easat-8241	389	38	.	.	PUNCT
easat-8241	390	1	1	1	NUM
easat-8241	390	2	-	-	SYM
easat-8241	390	3	14	14	NUM
easat-8241	390	4	,	,	PUNCT
easat-8241	390	5	2001	2001	NUM
easat-8241	390	6	.	.	PUNCT
easat-8241	391	1	[	[	X
easat-8241	391	2	41	41	NUM
easat-8241	391	3	]	]	X
easat-8241	391	4	h.	h.	PROPN
easat-8241	391	5	nobre	nobre	PROPN
easat-8241	391	6	and	and	CCONJ
easat-8241	391	7	a.	a.	PROPN
easat-8241	391	8	ferreira	ferreira	PROPN
easat-8241	391	9	,	,	PUNCT
easat-8241	391	10	"	"	PUNCT
easat-8241	391	11	gamification	gamification	NOUN
easat-8241	391	12	as	as	ADP
easat-8241	391	13	a	a	DET
easat-8241	391	14	platform	platform	NOUN
easat-8241	391	15	for	for	ADP
easat-8241	391	16	brand	brand	NOUN
easat-8241	391	17	co	co	NOUN
easat-8241	391	18	-	-	NOUN
easat-8241	391	19	creation	creation	NOUN
easat-8241	391	20	experiences	experience	NOUN
easat-8241	391	21	,	,	PUNCT
easat-8241	391	22	"	"	PUNCT
easat-8241	391	23	journal	journal	NOUN
easat-8241	391	24	of	of	ADP
easat-8241	391	25	brand	brand	PROPN
easat-8241	391	26	management	management	NOUN
easat-8241	391	27	,	,	PUNCT
easat-8241	391	28	vol	vol	NOUN
easat-8241	391	29	.	.	PROPN
easat-8241	391	30	24	24	NUM
easat-8241	391	31	,	,	PUNCT
easat-8241	391	32	pp	pp	ADJ
easat-8241	391	33	.	.	PUNCT
easat-8241	392	1	349	349	NUM
easat-8241	392	2	-	-	SYM
easat-8241	392	3	361	361	NUM
easat-8241	392	4	,	,	PUNCT
easat-8241	392	5	2017	2017	NUM
easat-8241	392	6	.	.	PUNCT
easat-8241	393	1	[	[	X
easat-8241	393	2	42	42	NUM
easat-8241	393	3	]	]	X
easat-8241	393	4	j.-h	j.-h	NOUN
easat-8241	393	5	.	.	PUNCT
easat-8241	393	6	kwon	kwon	PROPN
easat-8241	393	7	,	,	PUNCT
easat-8241	393	8	s.-h	s.-h	NOUN
easat-8241	393	9	.	.	PUNCT
easat-8241	394	1	jung	jung	PROPN
easat-8241	394	2	,	,	PUNCT
easat-8241	394	3	h.-j	h.-j	PROPN
easat-8241	394	4	.	.	PUNCT
easat-8241	395	1	choi	choi	NOUN
easat-8241	395	2	,	,	PUNCT
easat-8241	395	3	and	and	CCONJ
easat-8241	395	4	j.	j.	PROPN
easat-8241	395	5	kim	kim	PROPN
easat-8241	395	6	,	,	PUNCT
easat-8241	395	7	"	"	PUNCT
easat-8241	395	8	antecedent	antecedent	NOUN
easat-8241	395	9	factors	factor	NOUN
easat-8241	395	10	that	that	PRON
easat-8241	395	11	affect	affect	VERB
easat-8241	395	12	restaurant	restaurant	NOUN
easat-8241	395	13	brand	brand	PROPN
easat-8241	395	14	trust	trust	PROPN
easat-8241	395	15	and	and	CCONJ
easat-8241	395	16	brand	brand	NOUN
easat-8241	395	17	loyalty	loyalty	NOUN
easat-8241	395	18	:	:	PUNCT
easat-8241	395	19	focusing	focus	VERB
easat-8241	395	20	on	on	ADP
easat-8241	395	21	us	we	PRON
easat-8241	395	22	and	and	CCONJ
easat-8241	395	23	korean	korean	ADJ
easat-8241	395	24	consumers	consumer	NOUN
easat-8241	395	25	,	,	PUNCT
easat-8241	395	26	"	"	PUNCT
easat-8241	395	27	journal	journal	NOUN
easat-8241	395	28	of	of	ADP
easat-8241	395	29	product	product	NOUN
easat-8241	395	30	&	&	CCONJ
easat-8241	395	31	brand	brand	PROPN
easat-8241	395	32	management	management	PROPN
easat-8241	395	33	,	,	PUNCT
easat-8241	395	34	vol	vol	NOUN
easat-8241	395	35	.	.	PROPN
easat-8241	395	36	30	30	NUM
easat-8241	395	37	,	,	PUNCT
easat-8241	395	38	no	no	INTJ
easat-8241	395	39	.	.	NOUN
easat-8241	395	40	7	7	NUM
easat-8241	395	41	,	,	PUNCT
easat-8241	395	42	pp	pp	ADJ
easat-8241	395	43	.	.	PUNCT
easat-8241	396	1	990	990	NUM
easat-8241	396	2	-	-	SYM
easat-8241	396	3	1015	1015	NUM
easat-8241	396	4	,	,	PUNCT
easat-8241	396	5	2021	2021	NUM
easat-8241	396	6	.	.	PUNCT
easat-8241	397	1	[	[	X
easat-8241	397	2	43	43	NUM
easat-8241	397	3	]	]	X
easat-8241	397	4	j.	j.	PROPN
easat-8241	397	5	hamari	hamari	PROPN
easat-8241	397	6	and	and	CCONJ
easat-8241	397	7	v.	v.	ADP
easat-8241	397	8	eranti	eranti	PROPN
easat-8241	397	9	,	,	PUNCT
easat-8241	397	10	"	"	PUNCT
easat-8241	397	11	framework	framework	NOUN
easat-8241	397	12	for	for	ADP
easat-8241	397	13	designing	design	VERB
easat-8241	397	14	and	and	CCONJ
easat-8241	397	15	evaluating	evaluate	VERB
easat-8241	397	16	game	game	NOUN
easat-8241	397	17	achievements	achievement	NOUN
easat-8241	397	18	,	,	PUNCT
easat-8241	397	19	"	"	PUNCT
easat-8241	397	20	in	in	ADP
easat-8241	397	21	proceedings	proceeding	NOUN
easat-8241	397	22	of	of	ADP
easat-8241	397	23	digra	digra	PROPN
easat-8241	397	24	2011	2011	NUM
easat-8241	397	25	conference	conference	NOUN
easat-8241	397	26	:	:	PUNCT
easat-8241	397	27	think	think	VERB
easat-8241	397	28	design	design	NOUN
easat-8241	397	29	play	play	NOUN
easat-8241	397	30	,	,	PUNCT
easat-8241	397	31	2011	2011	NUM
easat-8241	397	32	.	.	PUNCT
easat-8241	398	1	[	[	X
easat-8241	398	2	44	44	NUM
easat-8241	398	3	]	]	PUNCT
easat-8241	398	4	j.	j.	PROPN
easat-8241	398	5	j.	j.	PROPN
easat-8241	398	6	brakus	brakus	PROPN
easat-8241	398	7	,	,	PUNCT
easat-8241	398	8	b.	b.	PROPN
easat-8241	398	9	h.	h.	PROPN
easat-8241	398	10	schmitt	schmitt	PROPN
easat-8241	398	11	,	,	PUNCT
easat-8241	398	12	and	and	CCONJ
easat-8241	398	13	l.	l.	PROPN
easat-8241	398	14	zarantonello	zarantonello	PROPN
easat-8241	398	15	,	,	PUNCT
easat-8241	398	16	"	"	PUNCT
easat-8241	398	17	brand	brand	NOUN
easat-8241	398	18	experience	experience	NOUN
easat-8241	398	19	:	:	PUNCT
easat-8241	398	20	what	what	PRON
easat-8241	398	21	is	be	AUX
easat-8241	398	22	it	it	PRON
easat-8241	398	23	?	?	PUNCT
easat-8241	399	1	how	how	SCONJ
easat-8241	399	2	is	be	AUX
easat-8241	399	3	it	it	PRON
easat-8241	399	4	measured	measure	VERB
easat-8241	399	5	?	?	PUNCT
easat-8241	400	1	does	do	AUX
easat-8241	400	2	it	it	PRON
easat-8241	400	3	affect	affect	VERB
easat-8241	400	4	loyalty	loyalty	NOUN
easat-8241	400	5	?	?	PUNCT
easat-8241	400	6	,	,	PUNCT
easat-8241	400	7	"	"	PUNCT
easat-8241	400	8	journal	journal	NOUN
easat-8241	400	9	of	of	ADP
easat-8241	400	10	marketing	marketing	NOUN
easat-8241	400	11	,	,	PUNCT
easat-8241	400	12	vol	vol	NOUN
easat-8241	400	13	.	.	PROPN
easat-8241	401	1	73	73	NUM
easat-8241	401	2	,	,	PUNCT
easat-8241	401	3	no	no	INTJ
easat-8241	401	4	.	.	NOUN
easat-8241	401	5	3	3	NUM
easat-8241	401	6	,	,	PUNCT
easat-8241	401	7	pp	pp	ADJ
easat-8241	401	8	.	.	PUNCT
easat-8241	402	1	52	52	NUM
easat-8241	402	2	-	-	SYM
easat-8241	402	3	68	68	NUM
easat-8241	402	4	,	,	PUNCT
easat-8241	402	5	2009	2009	NUM
easat-8241	402	6	.	.	PUNCT
easat-8241	403	1	https://doi.org/10.1509/jmkg.73.3.52	https://doi.org/10.1509/jmkg.73.3.52	NOUN
easat-8241	403	2	[	[	X
easat-8241	403	3	45	45	NUM
easat-8241	403	4	]	]	PUNCT
easat-8241	403	5	c.	c.	PROPN
easat-8241	403	6	homburg	homburg	PROPN
easat-8241	403	7	,	,	PUNCT
easat-8241	403	8	d.	d.	PROPN
easat-8241	403	9	jozić	jozić	PROPN
easat-8241	403	10	,	,	PUNCT
easat-8241	403	11	and	and	CCONJ
easat-8241	403	12	c.	c.	PROPN
easat-8241	403	13	kuehnl	kuehnl	PROPN
easat-8241	403	14	,	,	PUNCT
easat-8241	403	15	"	"	PUNCT
easat-8241	403	16	customer	customer	NOUN
easat-8241	403	17	experience	experience	NOUN
easat-8241	403	18	management	management	NOUN
easat-8241	403	19	:	:	PUNCT
easat-8241	403	20	toward	toward	ADP
easat-8241	403	21	implementing	implement	VERB
easat-8241	403	22	an	an	DET
easat-8241	403	23	evolving	evolve	VERB
easat-8241	403	24	marketing	marketing	NOUN
easat-8241	403	25	concept	concept	NOUN
easat-8241	403	26	,	,	PUNCT
easat-8241	403	27	"	"	PUNCT
easat-8241	403	28	journal	journal	NOUN
easat-8241	403	29	of	of	ADP
easat-8241	403	30	the	the	DET
easat-8241	403	31	academy	academy	NOUN
easat-8241	403	32	of	of	ADP
easat-8241	403	33	marketing	marketing	NOUN
easat-8241	403	34	science	science	NOUN
easat-8241	403	35	,	,	PUNCT
easat-8241	403	36	vol	vol	NOUN
easat-8241	403	37	.	.	PROPN
easat-8241	403	38	45	45	NUM
easat-8241	403	39	,	,	PUNCT
easat-8241	403	40	pp	pp	ADJ
easat-8241	403	41	.	.	PUNCT
easat-8241	404	1	377	377	NUM
easat-8241	404	2	-	-	SYM
easat-8241	404	3	401	401	NUM
easat-8241	404	4	,	,	PUNCT
easat-8241	404	5	2017	2017	NUM
easat-8241	404	6	.	.	PUNCT
easat-8241	405	1	[	[	X
easat-8241	405	2	46	46	NUM
easat-8241	405	3	]	]	X
easat-8241	405	4	l.	l.	PROPN
easat-8241	405	5	beck	beck	PROPN
easat-8241	405	6	and	and	CCONJ
easat-8241	405	7	i.	i.	PROPN
easat-8241	405	8	ajzen	ajzen	PROPN
easat-8241	405	9	,	,	PUNCT
easat-8241	405	10	"	"	PUNCT
easat-8241	405	11	predicting	predict	VERB
easat-8241	405	12	dishonest	dishonest	ADJ
easat-8241	405	13	actions	action	NOUN
easat-8241	405	14	using	use	VERB
easat-8241	405	15	the	the	DET
easat-8241	405	16	theory	theory	NOUN
easat-8241	405	17	of	of	ADP
easat-8241	405	18	planned	plan	VERB
easat-8241	405	19	behavior	behavior	NOUN
easat-8241	405	20	,	,	PUNCT
easat-8241	405	21	"	"	PUNCT
easat-8241	405	22	journal	journal	NOUN
easat-8241	405	23	of	of	ADP
easat-8241	405	24	research	research	NOUN
easat-8241	405	25	in	in	ADP
easat-8241	405	26	personality	personality	NOUN
easat-8241	405	27	,	,	PUNCT
easat-8241	405	28	vol	vol	NOUN
easat-8241	405	29	.	.	PROPN
easat-8241	406	1	25	25	NUM
easat-8241	406	2	,	,	PUNCT
easat-8241	406	3	no	no	INTJ
easat-8241	406	4	.	.	NOUN
easat-8241	406	5	3	3	NUM
easat-8241	406	6	,	,	PUNCT
easat-8241	406	7	pp	pp	ADJ
easat-8241	406	8	.	.	PUNCT
easat-8241	407	1	285	285	NUM
easat-8241	407	2	-	-	SYM
easat-8241	407	3	301	301	NUM
easat-8241	407	4	,	,	PUNCT
easat-8241	407	5	1991	1991	NUM
easat-8241	407	6	.	.	PUNCT
easat-8241	408	1	[	[	X
easat-8241	408	2	47	47	NUM
easat-8241	408	3	]	]	PUNCT
easat-8241	408	4	s.	s.	PROPN
easat-8241	408	5	f.	f.	PROPN
easat-8241	408	6	ismail	ismail	PROPN
easat-8241	408	7	,	,	PUNCT
easat-8241	408	8	a.	a.	PROPN
easat-8241	408	9	r.	r.	PROPN
easat-8241	408	10	zahari	zahari	PROPN
easat-8241	408	11	,	,	PUNCT
easat-8241	408	12	e.	e.	PROPN
easat-8241	408	13	esa	esa	PROPN
easat-8241	408	14	,	,	PUNCT
easat-8241	408	15	n.	n.	PROPN
easat-8241	408	16	h.	h.	PROPN
easat-8241	408	17	n.	n.	PROPN
easat-8241	408	18	asshidin	asshidin	PROPN
easat-8241	408	19	,	,	PUNCT
easat-8241	408	20	k.	k.	PROPN
easat-8241	408	21	n.	n.	PROPN
easat-8241	408	22	surbaini	surbaini	PROPN
easat-8241	408	23	,	,	PUNCT
easat-8241	408	24	and	and	CCONJ
easat-8241	408	25	a.	a.	PROPN
easat-8241	408	26	e.	e.	PROPN
easat-8241	408	27	abdullah	abdullah	PROPN
easat-8241	408	28	,	,	PUNCT
easat-8241	408	29	"	"	PUNCT
easat-8241	408	30	a	a	DET
easat-8241	408	31	bibliometric	bibliometric	ADJ
easat-8241	408	32	analysis	analysis	NOUN
easat-8241	408	33	of	of	ADP
easat-8241	408	34	omnichannel	omnichannel	NOUN
easat-8241	408	35	and	and	CCONJ
easat-8241	408	36	customer	customer	NOUN
easat-8241	408	37	satisfaction	satisfaction	NOUN
easat-8241	408	38	,	,	PUNCT
easat-8241	408	39	"	"	PUNCT
easat-8241	408	40	environment	environment	NOUN
easat-8241	408	41	-	-	PUNCT
easat-8241	408	42	behaviour	behaviour	NOUN
easat-8241	408	43	proceedings	proceeding	NOUN
easat-8241	408	44	journal	journal	NOUN
easat-8241	408	45	,	,	PUNCT
easat-8241	408	46	vol	vol	NOUN
easat-8241	408	47	.	.	PROPN
easat-8241	408	48	8	8	NUM
easat-8241	408	49	,	,	PUNCT
easat-8241	408	50	no	no	INTJ
easat-8241	408	51	.	.	PUNCT
easat-8241	409	1	si15	si15	NOUN
easat-8241	409	2	,	,	PUNCT
easat-8241	409	3	pp	pp	X
easat-8241	409	4	.	.	PUNCT
easat-8241	410	1	73	73	NUM
easat-8241	410	2	-	-	SYM
easat-8241	410	3	79	79	NUM
easat-8241	410	4	,	,	PUNCT
easat-8241	410	5	2023	2023	NUM
easat-8241	410	6	.	.	PUNCT
easat-8241	411	1	[	[	X
easat-8241	411	2	48	48	NUM
easat-8241	411	3	]	]	PUNCT
easat-8241	411	4	k.	k.	PROPN
easat-8241	411	5	alam	alam	PROPN
easat-8241	411	6	et	et	PROPN
easat-8241	411	7	al	al	PROPN
easat-8241	411	8	.	.	PROPN
easat-8241	411	9	,	,	PUNCT
easat-8241	411	10	"	"	PUNCT
easat-8241	411	11	impact	impact	NOUN
easat-8241	411	12	of	of	ADP
easat-8241	411	13	brand	brand	NOUN
easat-8241	411	14	reputation	reputation	NOUN
easat-8241	411	15	on	on	ADP
easat-8241	411	16	initial	initial	ADJ
easat-8241	411	17	perceptions	perception	NOUN
easat-8241	411	18	of	of	ADP
easat-8241	411	19	consumers	consumer	NOUN
easat-8241	411	20	,	,	PUNCT
easat-8241	411	21	"	"	PUNCT
easat-8241	411	22	pathfinder	pathfinder	NOUN
easat-8241	411	23	of	of	ADP
easat-8241	411	24	research	research	NOUN
easat-8241	411	25	,	,	PUNCT
easat-8241	411	26	vol	vol	NOUN
easat-8241	411	27	.	.	PROPN
easat-8241	411	28	1	1	NUM
easat-8241	411	29	,	,	PUNCT
easat-8241	411	30	no	no	INTJ
easat-8241	411	31	.	.	NOUN
easat-8241	411	32	1	1	NUM
easat-8241	411	33	,	,	PUNCT
easat-8241	411	34	pp	pp	ADJ
easat-8241	411	35	.	.	PUNCT
easat-8241	412	1	1	1	NUM
easat-8241	412	2	-	-	SYM
easat-8241	412	3	10	10	NUM
easat-8241	412	4	,	,	PUNCT
easat-8241	412	5	2023	2023	NUM
easat-8241	412	6	.	.	PUNCT
easat-8241	413	1	[	[	X
easat-8241	413	2	49	49	NUM
easat-8241	413	3	]	]	PUNCT
easat-8241	413	4	l.	l.	PROPN
easat-8241	413	5	d.	d.	PROPN
easat-8241	413	6	hollebeek	hollebeek	PROPN
easat-8241	413	7	,	,	PUNCT
easat-8241	413	8	k.	k.	PROPN
easat-8241	413	9	das	das	PROPN
easat-8241	413	10	,	,	PUNCT
easat-8241	413	11	and	and	CCONJ
easat-8241	413	12	y.	y.	PROPN
easat-8241	413	13	shukla	shukla	NOUN
easat-8241	413	14	,	,	PUNCT
easat-8241	413	15	"	"	PUNCT
easat-8241	413	16	game	game	NOUN
easat-8241	413	17	on	on	ADP
easat-8241	413	18	!	!	PUNCT
easat-8241	414	1	how	how	SCONJ
easat-8241	414	2	gamified	gamifie	VERB
easat-8241	414	3	loyalty	loyalty	NOUN
easat-8241	414	4	programs	program	NOUN
easat-8241	414	5	boost	boost	VERB
easat-8241	414	6	customer	customer	NOUN
easat-8241	414	7	engagement	engagement	NOUN
easat-8241	414	8	value	value	NOUN
easat-8241	414	9	,	,	PUNCT
easat-8241	414	10	"	"	PUNCT
easat-8241	414	11	international	international	ADJ
easat-8241	414	12	journal	journal	NOUN
easat-8241	414	13	of	of	ADP
easat-8241	414	14	information	information	NOUN
easat-8241	414	15	management	management	NOUN
easat-8241	414	16	,	,	PUNCT
easat-8241	414	17	vol	vol	NOUN
easat-8241	414	18	.	.	PROPN
easat-8241	414	19	61	61	NUM
easat-8241	414	20	,	,	PUNCT
easat-8241	414	21	p.	p.	NOUN
easat-8241	414	22	102308	102308	NUM
easat-8241	414	23	,	,	PUNCT
easat-8241	414	24	2021	2021	NUM
easat-8241	414	25	.	.	PUNCT
easat-8241	415	1	[	[	X
easat-8241	415	2	50	50	NUM
easat-8241	415	3	]	]	X
easat-8241	415	4	r.	r.	PROPN
easat-8241	415	5	algharabat	algharabat	PROPN
easat-8241	415	6	,	,	PUNCT
easat-8241	415	7	n.	n.	PROPN
easat-8241	415	8	p.	p.	PROPN
easat-8241	415	9	rana	rana	PROPN
easat-8241	415	10	,	,	PUNCT
easat-8241	415	11	a.	a.	NOUN
easat-8241	415	12	a.	a.	NOUN
easat-8241	415	13	alalwan	alalwan	PROPN
easat-8241	415	14	,	,	PUNCT
easat-8241	415	15	a.	a.	NOUN
easat-8241	415	16	baabdullah	baabdullah	PROPN
easat-8241	415	17	,	,	PUNCT
easat-8241	415	18	and	and	CCONJ
easat-8241	415	19	a.	a.	NOUN
easat-8241	415	20	gupta	gupta	PROPN
easat-8241	415	21	,	,	PUNCT
easat-8241	415	22	"	"	PUNCT
easat-8241	415	23	investigating	investigate	VERB
easat-8241	415	24	the	the	DET
easat-8241	415	25	antecedents	antecedent	NOUN
easat-8241	415	26	of	of	ADP
easat-8241	415	27	customer	customer	NOUN
easat-8241	415	28	brand	brand	NOUN
easat-8241	415	29	engagement	engagement	NOUN
easat-8241	415	30	and	and	CCONJ
easat-8241	415	31	consumer	consumer	NOUN
easat-8241	415	32	-	-	PUNCT
easat-8241	415	33	based	base	VERB
easat-8241	415	34	brand	brand	NOUN
easat-8241	415	35	equity	equity	NOUN
easat-8241	415	36	in	in	ADP
easat-8241	415	37	social	social	ADJ
easat-8241	415	38	media	medium	NOUN
easat-8241	415	39	,	,	PUNCT
easat-8241	415	40	"	"	PUNCT
easat-8241	415	41	journal	journal	NOUN
easat-8241	415	42	of	of	ADP
easat-8241	415	43	retailing	retailing	NOUN
easat-8241	415	44	and	and	CCONJ
easat-8241	415	45	consumer	consumer	NOUN
easat-8241	415	46	services	service	NOUN
easat-8241	415	47	,	,	PUNCT
easat-8241	415	48	vol	vol	NOUN
easat-8241	415	49	.	.	PROPN
easat-8241	415	50	53	53	NUM
easat-8241	415	51	,	,	PUNCT
easat-8241	415	52	p.	p.	NOUN
easat-8241	415	53	101767	101767	NUM
easat-8241	415	54	,	,	PUNCT
easat-8241	415	55	2020	2020	NUM
easat-8241	415	56	.	.	PUNCT
easat-8241	416	1	[	[	X
easat-8241	416	2	51	51	NUM
easat-8241	416	3	]	]	X
easat-8241	416	4	r.	r.	PROPN
easat-8241	416	5	m.	m.	PROPN
easat-8241	416	6	morgan	morgan	PROPN
easat-8241	416	7	and	and	CCONJ
easat-8241	416	8	s.	s.	PROPN
easat-8241	416	9	d.	d.	PROPN
easat-8241	416	10	hunt	hunt	PROPN
easat-8241	416	11	,	,	PUNCT
easat-8241	416	12	"	"	PUNCT
easat-8241	416	13	the	the	DET
easat-8241	416	14	commitment	commitment	NOUN
easat-8241	416	15	-	-	PUNCT
easat-8241	416	16	trust	trust	NOUN
easat-8241	416	17	theory	theory	NOUN
easat-8241	416	18	of	of	ADP
easat-8241	416	19	relationship	relationship	NOUN
easat-8241	416	20	marketing	marketing	NOUN
easat-8241	416	21	,	,	PUNCT
easat-8241	416	22	"	"	PUNCT
easat-8241	416	23	journal	journal	NOUN
easat-8241	416	24	of	of	ADP
easat-8241	416	25	marketing	marketing	NOUN
easat-8241	416	26	,	,	PUNCT
easat-8241	416	27	vol	vol	NOUN
easat-8241	416	28	.	.	PROPN
easat-8241	417	1	58	58	NUM
easat-8241	417	2	,	,	PUNCT
easat-8241	417	3	no	no	INTJ
easat-8241	417	4	.	.	NOUN
easat-8241	417	5	3	3	NUM
easat-8241	417	6	,	,	PUNCT
easat-8241	417	7	pp	pp	ADJ
easat-8241	417	8	.	.	PUNCT
easat-8241	418	1	20	20	NUM
easat-8241	418	2	-	-	SYM
easat-8241	418	3	38	38	NUM
easat-8241	418	4	,	,	PUNCT
easat-8241	418	5	1994	1994	NUM
easat-8241	418	6	.	.	PUNCT
easat-8241	419	1	[	[	X
easat-8241	419	2	52	52	NUM
easat-8241	419	3	]	]	PUNCT
easat-8241	419	4	e.	e.	PROPN
easat-8241	419	5	l.	l.	PROPN
easat-8241	419	6	deci	deci	PROPN
easat-8241	419	7	and	and	CCONJ
easat-8241	419	8	r.	r.	PROPN
easat-8241	419	9	m.	m.	PROPN
easat-8241	419	10	ryan	ryan	PROPN
easat-8241	419	11	,	,	PUNCT
easat-8241	419	12	"	"	PUNCT
easat-8241	419	13	the	the	DET
easat-8241	419	14	"	"	PUNCT
easat-8241	419	15	what	what	PRON
easat-8241	419	16	"	"	PUNCT
easat-8241	419	17	and	and	CCONJ
easat-8241	419	18	"	"	PUNCT
easat-8241	419	19	why	why	SCONJ
easat-8241	419	20	"	"	PUNCT
easat-8241	419	21	of	of	ADP
easat-8241	419	22	goal	goal	NOUN
easat-8241	419	23	pursuits	pursuit	NOUN
easat-8241	419	24	:	:	PUNCT
easat-8241	419	25	human	human	ADJ
easat-8241	419	26	needs	need	NOUN
easat-8241	419	27	and	and	CCONJ
easat-8241	419	28	the	the	DET
easat-8241	419	29	self	self	NOUN
easat-8241	419	30	-	-	PUNCT
easat-8241	419	31	determination	determination	NOUN
easat-8241	419	32	of	of	ADP
easat-8241	419	33	behavior	behavior	NOUN
easat-8241	419	34	,	,	PUNCT
easat-8241	419	35	"	"	PUNCT
easat-8241	419	36	psychological	psychological	ADJ
easat-8241	419	37	inquiry	inquiry	NOUN
easat-8241	419	38	,	,	PUNCT
easat-8241	419	39	vol	vol	NOUN
easat-8241	419	40	.	.	PROPN
easat-8241	419	41	11	11	NUM
easat-8241	419	42	,	,	PUNCT
easat-8241	419	43	no	no	INTJ
easat-8241	419	44	.	.	NOUN
easat-8241	419	45	4	4	NUM
easat-8241	419	46	,	,	PUNCT
easat-8241	419	47	pp	pp	ADJ
easat-8241	419	48	.	.	PUNCT
easat-8241	420	1	227	227	NUM
easat-8241	420	2	-	-	SYM
easat-8241	420	3	268	268	NUM
easat-8241	420	4	,	,	PUNCT
easat-8241	420	5	2000	2000	NUM
easat-8241	420	6	.	.	PUNCT
easat-8241	421	1	https://doi.org/10.1016/j.compedu.2014.08.019	https://doi.org/10.1016/j.compedu.2014.08.019	PRON
easat-8241	421	2	https://doi.org/10.1509/jmkg.73.3.52	https://doi.org/10.1509/jmkg.73.3.52	NOUN
easat-8241	421	3	1798	1798	NUM
easat-8241	421	4	edelweiss	edelweiss	PROPN
easat-8241	421	5	applied	apply	VERB
easat-8241	421	6	science	science	NOUN
easat-8241	421	7	and	and	CCONJ
easat-8241	421	8	technology	technology	NOUN
easat-8241	421	9	issn	issn	PROPN
easat-8241	421	10	:	:	PUNCT
easat-8241	421	11	2576	2576	NUM
easat-8241	421	12	-	-	SYM
easat-8241	421	13	8484	8484	NUM
easat-8241	421	14	vol	vol	NOUN
easat-8241	421	15	.	.	PROPN
easat-8241	422	1	9	9	NUM
easat-8241	422	2	,	,	PUNCT
easat-8241	422	3	no	no	INTJ
easat-8241	422	4	.	.	NOUN
easat-8241	422	5	6	6	NUM
easat-8241	422	6	:	:	SYM
easat-8241	422	7	1784	1784	NUM
easat-8241	422	8	-	-	SYM
easat-8241	422	9	1798	1798	NUM
easat-8241	422	10	,	,	PUNCT
easat-8241	422	11	2025	2025	NUM
easat-8241	422	12	doi	doi	NOUN
easat-8241	422	13	:	:	PUNCT
easat-8241	422	14	10.55214/25768484.v9i6.8241	10.55214/25768484.v9i6.8241	NUM
easat-8241	422	15	©	©	PROPN
easat-8241	422	16	2025	2025	NUM
easat-8241	422	17	by	by	ADP
easat-8241	422	18	the	the	DET
easat-8241	422	19	authors	author	NOUN
easat-8241	422	20	;	;	PUNCT
easat-8241	422	21	licensee	licensee	PROPN
easat-8241	422	22	learning	learning	NOUN
easat-8241	422	23	gate	gate	NOUN
easat-8241	423	1	[	[	X
easat-8241	423	2	53	53	NUM
easat-8241	423	3	]	]	PUNCT
easat-8241	423	4	p.	p.	NOUN
easat-8241	423	5	p.	p.	NOUN
easat-8241	423	6	klaus	klaus	PROPN
easat-8241	423	7	and	and	CCONJ
easat-8241	423	8	s.	s.	PROPN
easat-8241	423	9	maklan	maklan	PROPN
easat-8241	423	10	,	,	PUNCT
easat-8241	423	11	"	"	PUNCT
easat-8241	423	12	towards	towards	ADP
easat-8241	423	13	a	a	DET
easat-8241	423	14	better	well	ADJ
easat-8241	423	15	measure	measure	NOUN
easat-8241	423	16	of	of	ADP
easat-8241	423	17	customer	customer	NOUN
easat-8241	423	18	experience	experience	NOUN
easat-8241	423	19	,	,	PUNCT
easat-8241	423	20	"	"	PUNCT
easat-8241	423	21	international	international	ADJ
easat-8241	423	22	journal	journal	NOUN
easat-8241	423	23	of	of	ADP
easat-8241	423	24	market	market	NOUN
easat-8241	423	25	research	research	NOUN
easat-8241	423	26	,	,	PUNCT
easat-8241	423	27	vol	vol	NOUN
easat-8241	423	28	.	.	PROPN
easat-8241	423	29	55	55	NUM
easat-8241	423	30	,	,	PUNCT
easat-8241	423	31	no	no	INTJ
easat-8241	423	32	.	.	NOUN
easat-8241	423	33	2	2	NUM
easat-8241	423	34	,	,	PUNCT
easat-8241	423	35	pp	pp	ADJ
easat-8241	423	36	.	.	PUNCT
easat-8241	424	1	227	227	NUM
easat-8241	424	2	-	-	SYM
easat-8241	424	3	246	246	NUM
easat-8241	424	4	,	,	PUNCT
easat-8241	424	5	2013	2013	NUM
easat-8241	424	6	.	.	PUNCT
easat-8241	425	1	[	[	X
easat-8241	425	2	54	54	NUM
easat-8241	425	3	]	]	PUNCT
easat-8241	425	4	v.	v.	CCONJ
easat-8241	425	5	kumar	kumar	PROPN
easat-8241	425	6	and	and	CCONJ
easat-8241	425	7	a.	a.	NOUN
easat-8241	425	8	pansari	pansari	PROPN
easat-8241	425	9	,	,	PUNCT
easat-8241	425	10	"	"	PUNCT
easat-8241	425	11	competitive	competitive	ADJ
easat-8241	425	12	advantage	advantage	NOUN
easat-8241	425	13	through	through	ADP
easat-8241	425	14	engagement	engagement	NOUN
easat-8241	425	15	,	,	PUNCT
easat-8241	425	16	"	"	PUNCT
easat-8241	425	17	journal	journal	NOUN
easat-8241	425	18	of	of	ADP
easat-8241	425	19	marketing	marketing	NOUN
easat-8241	425	20	research	research	NOUN
easat-8241	425	21	,	,	PUNCT
easat-8241	425	22	vol	vol	NOUN
easat-8241	425	23	.	.	PROPN
easat-8241	426	1	53	53	NUM
easat-8241	426	2	,	,	PUNCT
easat-8241	426	3	no	no	INTJ
easat-8241	426	4	.	.	NOUN
easat-8241	426	5	4	4	NUM
easat-8241	426	6	,	,	PUNCT
easat-8241	426	7	pp	pp	ADJ
easat-8241	426	8	.	.	PUNCT
easat-8241	427	1	497	497	NUM
easat-8241	427	2	-	-	SYM
easat-8241	427	3	514	514	NUM
easat-8241	427	4	,	,	PUNCT
easat-8241	427	5	2016	2016	NUM
easat-8241	427	6	.	.	PUNCT
easat-8241	428	1	[	[	X
easat-8241	428	2	55	55	NUM
easat-8241	428	3	]	]	PUNCT
easat-8241	428	4	j.	j.	PROPN
easat-8241	428	5	sasmita	sasmita	PROPN
easat-8241	428	6	and	and	CCONJ
easat-8241	428	7	n.	n.	PROPN
easat-8241	428	8	m.	m.	PROPN
easat-8241	428	9	suki	suki	PROPN
easat-8241	428	10	,	,	PUNCT
easat-8241	428	11	"	"	PUNCT
easat-8241	428	12	young	young	ADJ
easat-8241	428	13	consumers	consumer	NOUN
easat-8241	428	14	’	’	PART
easat-8241	428	15	insights	insight	NOUN
easat-8241	428	16	on	on	ADP
easat-8241	428	17	brand	brand	NOUN
easat-8241	428	18	equity	equity	NOUN
easat-8241	428	19	:	:	PUNCT
easat-8241	428	20	effects	effect	NOUN
easat-8241	428	21	of	of	ADP
easat-8241	428	22	brand	brand	NOUN
easat-8241	428	23	association	association	PROPN
easat-8241	428	24	,	,	PUNCT
easat-8241	428	25	brand	brand	NOUN
easat-8241	428	26	loyalty	loyalty	NOUN
easat-8241	428	27	,	,	PUNCT
easat-8241	428	28	brand	brand	NOUN
easat-8241	428	29	awareness	awareness	NOUN
easat-8241	428	30	,	,	PUNCT
easat-8241	428	31	and	and	CCONJ
easat-8241	428	32	brand	brand	NOUN
easat-8241	428	33	image	image	NOUN
easat-8241	428	34	,	,	PUNCT
easat-8241	428	35	"	"	PUNCT
easat-8241	428	36	international	international	ADJ
easat-8241	428	37	journal	journal	NOUN
easat-8241	428	38	of	of	ADP
easat-8241	428	39	retail	retail	PROPN
easat-8241	428	40	&	&	CCONJ
easat-8241	428	41	distribution	distribution	NOUN
easat-8241	428	42	management	management	NOUN
easat-8241	428	43	,	,	PUNCT
easat-8241	428	44	vol	vol	NOUN
easat-8241	428	45	.	.	PROPN
easat-8241	428	46	43	43	NUM
easat-8241	428	47	,	,	PUNCT
easat-8241	428	48	no	no	INTJ
easat-8241	428	49	.	.	NOUN
easat-8241	428	50	3	3	NUM
easat-8241	428	51	,	,	PUNCT
easat-8241	428	52	pp	pp	ADJ
easat-8241	428	53	.	.	PUNCT
easat-8241	429	1	276292	276292	NUM
easat-8241	429	2	,	,	PUNCT
easat-8241	429	3	2015	2015	NUM
easat-8241	429	4	.	.	PUNCT