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  • Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service

    Author(s)
    Kunkel, Thilo
    Lock, Daniel
    Doyle, Jason P
    Griffith University Author(s)
    Doyle, Jason P.
    Year published
    2021
    Metadata
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    Abstract
    Organizations increasingly use gamification to engage with, and influence, consumers’ attitudes and behaviors. In this article, we present findings from a longitudinal, mixed-method research design that (1) examined the extent to which game design elements created by a third-party app lead to increased attitudinal loyalty toward core service providers and (2) sought to explain the underlying processes that invoke attitudinal change. Behavioral data collected from app users indicated that knowledge-focused affordances positively influenced consumer loyalty and explained 11.3% of the variance in attitudinal change. Follow-up ...
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    Organizations increasingly use gamification to engage with, and influence, consumers’ attitudes and behaviors. In this article, we present findings from a longitudinal, mixed-method research design that (1) examined the extent to which game design elements created by a third-party app lead to increased attitudinal loyalty toward core service providers and (2) sought to explain the underlying processes that invoke attitudinal change. Behavioral data collected from app users indicated that knowledge-focused affordances positively influenced consumer loyalty and explained 11.3% of the variance in attitudinal change. Follow-up interviews revealed that Rewards, Competition, Sense of Achievement, and Gaining Knowledge were representative of consumers’ motives for using the app, and Engagement and Identity explained how using the gamified application influenced users’ attitudinal loyalty toward the core service. Overall, we contribute to knowledge about how gamified affordances can be used to add value to consumer experiences, both in relation to the gamified consumption experiences, and the focal brand that is serviced by a third-party app.
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    Journal Title
    Psychology & Marketing
    Volume
    38
    Issue
    6
    DOI
    https://doi.org/10.1002/mar.21467
    Subject
    Commercial services
    Social Sciences
    Psychology, Applied
    Business & Economics
    Psychology
    Publication URI
    http://hdl.handle.net/10072/408863
    Collection
    • Journal articles

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