IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2022i1p589-d1018982.html
   My bibliography  Save this article

Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective

Author

Listed:
  • Chih-Wei Lin

    (Department of Leisure Services Management, Chaoyang University of Technology, Taichung City 413, Taiwan)

  • Chun-Yu Chien

    (Department of Leisure Services Management, Chaoyang University of Technology, Taichung City 413, Taiwan)

  • Chi-Pei Ou Yang

    (Department of Business Administration, Chaoyang University of Technology, Taichung City 413, Taiwan)

  • Tso-Yen Mao

    (Department of Leisure Services Management, Chaoyang University of Technology, Taichung City 413, Taiwan)

Abstract

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention.

Suggested Citation

  • Chih-Wei Lin & Chun-Yu Chien & Chi-Pei Ou Yang & Tso-Yen Mao, 2022. "Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective," Sustainability, MDPI, vol. 15(1), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:589-:d:1018982
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/1/589/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/1/589/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    2. Li, Chia-Ying & Fang, Yu-Hui, 2020. "I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Pleyers, Gordy & Poncin, Ingrid, 2020. "Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Alvarez-Milán, Agarzelim & Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Christian, 2018. "Strategic customer engagement marketing: A decision making framework," Journal of Business Research, Elsevier, vol. 92(C), pages 61-70.
    5. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
    6. B. I. J. M. Van der Heijden & M. J. Burgers & A. M. Kaan & B. F. Lamberts & K. Migchelbrink & R. C. P. M. Van den Ouweland & T. Meijer, 2020. "Gamification in Dutch Businesses: An Explorative Case Study," SAGE Open, , vol. 10(4), pages 21582440209, December.
    7. Hwang, Jiyoung & Choi, Laee, 2020. "Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty," Journal of Business Research, Elsevier, vol. 106(C), pages 365-376.
    8. Mullins, Jeffrey K. & Sabherwal, Rajiv, 2020. "Gamification: A cognitive-emotional view," Journal of Business Research, Elsevier, vol. 106(C), pages 304-314.
    9. Valeria Roncone & Manuela Massari, 2022. "Gamification as a Customer Loyalty Tool. Evidence from the Italian Banking Industry," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 12(3), pages 1-1.
    10. Moazzam Abbas & Yongqiang Gao & Sayyed Sadaqat Hussain Shah, 2018. "CSR and Customer Outcomes: The Mediating Role of Customer Engagement," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    11. Li, Rui & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2017. "Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 19-29.
    12. Alnawas, Ibrahim & Aburub, Faisal, 2016. "The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 313-322.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    3. Pillai, Rajasshrie & Sivathanu, Brijesh & Dwivedi, Yogesh K., 2020. "Shopping intention at AI-powered automated retail stores (AIPARS)," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    5. Xin Zhang & Jun Wan & Yongsheng Jin, 2023. "Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    6. Yang, Xiaoping & Yang, Jingshan & Hou, Yilin & Li, Shuyang & Sun, Shiwei, 2023. "Gamification of mobile wallet as an unconventional innovation for promoting Fintech: An fsQCA approach," Journal of Business Research, Elsevier, vol. 155(PA).
    7. Reihaneh Hajishirzi & Carlos J. Costa & Manuela Aparicio, 2022. "Boosting Sustainability through Digital Transformation’s Domains and Resilience," Sustainability, MDPI, vol. 14(3), pages 1-16, February.
    8. McLean, Graeme & Al-Nabhani, Khalid & Wilson, Alan, 2018. "Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers," Journal of Business Research, Elsevier, vol. 85(C), pages 325-336.
    9. Hammedi, Wafa & Leclercq, Thomas & Poncin, Ingrid & Alkire (Née Nasr), Linda, 2021. "Uncovering the dark side of gamification at work: Impacts on engagement and well-being," Journal of Business Research, Elsevier, vol. 122(C), pages 256-269.
    10. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    11. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    12. Kaie Maennel & AgnÄ— BrilingaitÄ— & Linas Bukauskas & AuÅ¡rius JuozapaviÄ ius & Benjamin James Knox & Ricardo Gregorio Lugo & Olaf Maennel & Ginta Majore & Stefan Sütterlin, 2023. "A Multidimensional Cyber Defense Exercise: Emphasis on Emotional, Social, and Cognitive Aspects," SAGE Open, , vol. 13(1), pages 21582440231, March.
    13. Wenzel, Stefan, 2014. "App'ification of Enterprise Software - Evaluating Mobile App Characteristics Enabling Online Purchase And Their Portability To Enterprise Application Software," EconStor Preprints 146785, ZBW - Leibniz Information Centre for Economics.
    14. Nicole D. Sintov & P. Wesley Schultz, 2017. "Adjustable Green Defaults Can Help Make Smart Homes More Sustainable," Sustainability, MDPI, vol. 9(4), pages 1-12, April.
    15. Irina Heimbach & Oliver Hinz, 2018. "The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks," Information Systems Research, INFORMS, vol. 29(3), pages 592-611, September.
    16. Yu Wang & Shanyong Wang & Jing Wang & Jiuchang Wei & Chenglin Wang, 2020. "An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model," Transportation, Springer, vol. 47(1), pages 397-415, February.
    17. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    18. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
    19. Carlos Alberto Peláez & Andrés Solano, 2023. "A Practice for the Design of Interactive Multimedia Experiences Based on Gamification: A Case Study in Elementary Education," Sustainability, MDPI, vol. 15(3), pages 1-26, January.
    20. repec:dgr:rugsom:04f04 is not listed on IDEAS
    21. Globisch, Joachim & Dütschke, Elisabeth & Schleich, Joachim, 2018. "Acceptance of electric passenger cars in commercial fleets," Transportation Research Part A: Policy and Practice, Elsevier, vol. 116(C), pages 122-129.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:589-:d:1018982. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.