Influence of Gamification on User Loyalty Toward Mobile Applications

Competition for use of different mobile applications (apps) is intense. How to improve user loyalty to mobile apps is an urgent issue for enterprises to solve. Gamification has become an important means of attracting users' attention to apps. In this study 357 participants completed a questionn...

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Bibliographic Details
Published in:Social behavior and personality 2023-05, Vol.51 (5), p.1-10
Main Author: Tian, Zemin
Format: Article
Language:English
Subjects:
Analysis
Computer
Consumer behavior
Consumers
Customer loyalty
Data analysis
Gamification
Human technology relationship
Human&ndash
Human-computer interaction
Hypotheses
Influence
Interaction
Interpersonal
Interpersonal relations
Involvement
Loyalty
Mobile App
Mobile applications
Playfulness
Software
Structural equation modeling
Surveys
Technology application
User Loyalty
Wireless telephone software
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Summary:Competition for use of different mobile applications (apps) is intense. How to improve user loyalty to mobile apps is an urgent issue for enterprises to solve. Gamification has become an important means of attracting users' attention to apps. In this study 357 participants completed a questionnaire assessing human-computer interaction, interpersonal interaction, perceived playfulness, user loyalty, and involvement with reference to the payment app Alipay and the game within it, . Structural equation modeling was performed and the results showed that both human-computer interaction and interpersonal interaction promoted perceived playfulness, which contributed to user loyalty. Finally, involvement played a positive role in the relationship between perceived playfulness and user loyalty.
ISSN:0301-2212
1179-6391
DOI:10.2224/sbp.12178