Adoption of Gamified Systems: A Study on a Social Media Gamification Website

Gokhan Aydin
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Gokhan Aydin: Istanbul Arel University, Istanbul, Turkey

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 3, 18-37

Abstract: This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user engagement in a wide range of areas. Whether individuals use these systems because they consider them useful or if there are other motivational factors deemed important are analysed. Considering the gamification applications as new technology applications, an extended technology acceptance model (TAM) is used based on existing literature to explain attitude formation and adoption of gamified systems. An online survey is carried out on a social networking gamification website (EmpireAvenue.com) and the collected data is analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that extended TAM incorporating intrinsic motivation elements (enjoyment and playfulness) is able to explain attitudes towards and continued use intention for a gamified system.

Date: 2015
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