Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications

Hsi-Peng Lu and Hui-Chen Ho
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Hsi-Peng Lu: Department of Information Management, National Taiwan University of Science and Technology, Taipei 10607, Taiwan
Hui-Chen Ho: Department of Information Management, National Taiwan University of Science and Technology, Taipei 10607, Taiwan

Sustainability, 2020, vol. 12, issue 10, 1-19

Abstract: Game elements and mechanics have been widely applied as marketing strategies for sustainable development. Seldom have studies explored the relationships between the components of the game and consumer continuous usage with gamification. This study analyzed how game mechanics impact users’ gaming behavior and awaken positive feelings so as to increase the stickiness of the brand. This research model empirically surveyed 411 Nike Run Club (NRC) app users, based on the Mechanics–Dynamics–Aesthetics (MDA) framework. The results show that the self-challenge is a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social interaction affect fun. The results also show that fun is of primary importance among all others, as it is a factor that affects brand attitude and sustained use. The results provide valuable insights into sustainable strategies for industries related to the operation of an app-based brand.

Keywords: gamification; MDA model; brand attitude; continued intention to use; gamification marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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