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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Published in | Social behavior and personality Vol. 51; no. 5; pp. 1 - 10 |
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Main Author | |
Format | Journal Article |
Language | English |
Published |
Palmerston North
Scientific Journal Publishers
01.05.2023
Scientific Journal Publishers, Ltd Scientific Journal Publishers Ltd |
Subjects | |
Online Access | Get full text |
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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. |
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Bibliography: | 0301-2212(20230502)51:5L.1;1- |
ISSN: | 0301-2212 1179-6391 |
DOI: | 10.2224/sbp.12178 |