Gamification in sport apps: the determinants of users' motivation

Abstract

PurposeGamification is a tool with great potential to motivate individuals to increase their physical activity. That is why sport apps for mobile devices, such as Nike+ or Strava, have integrated game elements. There is, however, little evidence of gamification's effectiveness in this field. Therefore, the aim of the present study is to analyze the impact of game elements included in gamified sports' apps on the satisfaction of basic psychological needs (i.e. competence, autonomy and relatedness). Similarly, the research analyzes the impact of these needs on autonomous motivation.Design/methodology/approachTo achieve these goals, data were collected from users of gamified sport apps, using an online questionnaire. The data were analyzed using partial least squares structural equation modeling.FindingsThe results showed that interaction in the app with achievement-related game elements satisfied the needs for competence, autonomy and relatedness; social-related elements satisfied the need for relatedness; and immersion-related elements satisfied the needs for competence and autonomy. Similarly, satisfaction of the needs for autonomy and relatedness while using the app is crucial to experience autonomous motivation.Practical implicationsThe findings of this study provide guidelines for practitioners and app developers.Originality/valueBased on self-determination theory, the paper provides new insights into the relationship between game elements included in sport apps and individuals' basic psychological needs and motivation.

Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis

“…Ahn (2020) argues that harmonious passion leads to higher competence needs satisfaction that leads to positive word‐of‐mouth intention in the integrated resort setting. Bitrián et al (2020) reveal that achievement‐related elements and immersion‐related elements lead to satisfaction with customers’ competence needs in gamified sports apps setting. In the current study, CSR‐brand fit is considered as an antecedent of a customer's brand passion through increasing competence satisfaction.…”

“…In the same vein, Gilal et al (2020) show that social influencing factors such as celebrity attractiveness and celebrity expertise can lead to higher relatedness needs satisfaction that leads to a stronger brand passion among air travelers. Building on these rationals, it is expected that because relatedness needs satisfaction is strongly associated with consumer behavior (Bitrián et al, 2020; Gilal et al, 2020; Wang & Li, 2016, 2017) and CSR‐brand fit is considered prominent in enhancing brand loyalty and purchase intention (Ashton & Scott, 2011; Cha et al, 2016; Lee et al, 2019), it is, therefore, expected that CSR‐brand fit will be considered more prominent in increasing customers’ sense of relatedness (as the CSR efforts have community elements). We, thus, posit that a good fit between a firm's CSR programs and its brand image (e.g., CSR‐brand fit) will not only enhance customers’ inherent desire to feel connected and instill a sense of relatedness but also allow customers to express themselves with the help of brand.…”

“…Competence needs satisfaction is defined as customers’ inherent desire for mastery or to feel effective in performing and achieving valued outcomes (Ahn, Back, & Choe, 2019; Bitrián et al (2020). What customers do and how they behave when their competence need is supported by firms’ marketing programs?…”

“…In a similar vein, Ahn (2020) suggests that harmonious passion leads to higher competence needs satisfaction that leads to unfavorable revisit intention in an integrated resort context. Bitrián et al (2020) argue that achievement and immersion‐related elements lead to satisfaction of competence needs that trivially leads to autonomous motivation in gamified sports’ apps setting. Conversely, Ahn (2020) shows that customers’ need for competence can sometimes lead to greater positive word‐of‐mouth intention: when a competence needs satisfaction is activated by obsessive passion, it can lead customers to recommend the firm and its offerings and/or marketing programs (e.g., brands) more favorably.…”

Personality Traits, Gamification and Features to Develop an App to Reduce Physical Inactivity

“…These elements were also rated as relevant by the participants of this study. Moreover, according to Deci and Ryan's theory of self-determination, the use of features and gamification elements can satisfy needs by, for example, using the gamification element "feedback" to satisfy the need for competence, the creation of an "avatar" or the "choice of one's own paths in a story" to satisfy the feeling of autonomy and "team tasks" to fulfill the need for social inclusion [43,51,69]. The most desired gamification elements highlighted in this study could be considered as "connection to a health insurance company's bonus program", "immaterial reward" and "monetary incentives".…”