Do gamified elements affect young people’s use behaviour on consumption-related mobile applications?

Abstract

Purpose This study aims to investigate whether gamified elements affect the use behaviour of young people (between age 12 and 25 years) on consumption-related mobile applications. Design/methodology/approach A survey was conducted on 151 young people between the ages of 12 and 25 years. Findings The results showed that use behaviour on consumption mobile applications was affected by gamification. Behavioural intention to use was affected by the performance expectancy (PE) and effort expectancy (EE) of mobile application designs. Mobile applications characteristics do not affect behavioural intention to use mobile applications but through the mediator mobile application designs. Research limitations/implications This study also proposes mechanisms that explain how mobile apps characteristics affect EE and PE through app designs. Use behaviour is affected by Gamification elements. Affective need and social need link up uses and gratification (U&G) theory and unified theory of acceptance and use of technology (UTAUT)in gamification context. This study confirms the affective need affecting behavioural intention (Thongsri et al., 2018). In this regard, the mechanism between the relationship of affective need and behavioural intention was showed. Affective need through both PE and EE influencing behavioural intention. Practical implications Corporations should consider adding gamified elements into consumption-related mobile apps to increasing usage behaviour. Lucky draws, quizzes and games could be built in for mobile apps. Mobile app designs and characteristics could improve user experience by allowing consumers to perform their search and buying processes easily. Mobile app designs will not directly influence “behavioral intention to use” but use behaviour. Social implications Practitioners need to look at the problem from technological and customer perspectives. From technological viewpoint, both mobile apps characteristics and design are important in affecting user behaviour. From customer’s perspective, it would be helpful to add gaming elements to the mobile apps and induce emotion. One may also use visual image to create an immersive experience on the development of storyline. Prospective customers might focus on what is going on in the story and pay less attention on its own logic. Thus, simply lucky draw might not have a true effect since player have its own belief working. A suitable story element could have positive effect on mobile apps use behaviour. Originality/value This study is one of the first to examine the association between gamification and use behaviour on consumption-related mobile applications. A new framework was proposed by integrating UTAUT model and U&G theory.

Purchase intention through mobile applications: a customer experience lens

“…Indeed, trying new things and getting new ideas make the user's mobile experience full of fun, excitement and adventure. Similarly, in online experience (Insley and Nunan, 2014) adding gamification elements (quizzes, competitions, games, …) in retailer's mobile application could stimulate customer's emotions and enhance his affective experience especially for the younger users (Wut et al , 2021).…”

Factors affecting students’ online behavioral intention in using discussion forum

“…Finally, “Social Influence” can be regarded as how others affect a person who uses an information system (Venkatesh et al , 2003). The UTAUT probably explains around 70% of behavior intention’s variance (Wut et al , 2021).…”

“…The last one is the value of price (Venkatesh et al , 2012). There could be a fun when using a system is regarded as hedonic motivation (Wut et al , 2021). Here, it could be argued that the price value can be compared with “customer value” in the business concept.…”

Penggunaan Learning Management System di Pendidikan Tinggi Pada Masa Pandemi Covid-19: Model UTAUT

“…menyatakan bahwa Performance Expectancy memiliki pengaruh yang positif dan signifikan terhadap Behavioural Intention yang menunjukan bahwa apabila internet banking bank Syariah memberikan peningkatan dalam harapan pelanggan maka terdapat efek langsung terhadap niat untuk menggunakan pada internet banking. Kemudian(Wut et al, 2021) juga berpendapat sama dalam penelitiannya bahwa Performance Expectancy memiliki pengaruh yang positif dan signifikan terhadap Behavioural Intention sebab dengan adanya elemen gamifikasi dalam sistem mobile applications yang menjadikan konsumen memiliki kebahagiaan yang menyebabkan terjadinya niat tinggi dalam menggunakan sistem. (McKeown dan Anderson, 2016) juga memiliki pendapat yang sama dengan penelitian ini yaitu Performance Expectancy terdapat pengaruh positif dan signifikan terhadap Behavioural Intention, dalam penelitian tersebut terdapat perbedaan dalam penerimaan dan penggunaan e-learning pada undergraduate dengan postgraduate, dimana sistem e-learning dapat diterima oleh kelompok undergraduate yang disebabkan oleh faktor keinginan untuk memperoleh nilai tinggi yang menjadikan perlu dalam mengakses sistem, sementara pada kelompok postgraduate dapat menerima sistem karena dengan menggunakan sistem dapat membantu pekerjaanya.…”

“…Nilai koefisien jalur pada penelitian ini yaitu 0,817, t statistic konstruk Behavioural Intention pada path analysis yaitu 26.745 > 1,96 dan nilai p value dapat diketahui yaitu 0,000 < 0,05 yang menyebabkan terdapat pengaruh yang positif dan signifikan antara Behavioural Intention dengan Use Behaviour sehingga Hipotesis terakhir dapat diterima. Penelitian ini mendukung penelitian yang dilakukan oleh(Wut et al, 2021) yang menyatakan bahwa Behavioural Intention terdapat pengaruh yang positif dan signifikan terhadap Use Behaviour. Kemudian(Farooq et al, 2017) juga memiliki pendapat yang sama dengan penelitian ini bahwa Behavioural Intention dan Use Behaviour memiliki hubungan yang positif dan signifikan.…”