This study investigates the internal consistency reliability of consumer behaviour constructs on Shopee's gamified e-commerce platform using Cronbach's alpha analysis. The study measured eight theoretical constructs: AI Personalisation (AIP), E-Commerce Personalisation (EPC), Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude Toward Use (ATU), Subjective Norms (SN), Perceived Behavioural Control (PBC), and Purchase Intention (PI). The sample was adequate, with KMO = 0.925. Results showed construct reliability ranging from ? = 0.653 to ? = 0.788, with one item (PEOU3) excluded because of poor item-total correlation (ITC = 0.392). The problematic PEOU reliability suggests Shopee's gamification strategy creates ambiguity in effort-related perceptions; users experience engagement effort as entertainment rather than friction. Reliability patterns indicate Shopee consumers exhibit game-influenced, reward-seeking, socially engaged shopping behaviours distinct from traditional utilitarian e-commerce. This paper discusses theoretical implications for gamification theory and practical recommendations for platform strategy.
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