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Adoption of Gamified Systems: A Study on a Social Media Gamification Website

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  • Gokhan Aydin

    (Istanbul Arel University, Istanbul, Turkey)

Abstract

This study aims to understand the factors affecting the attitude towards and adoption of gamified systems, which are receiving increasing interest worldwide as they can be used for attitude change and increasing user engagement in a wide range of areas. Whether individuals use these systems because they consider them useful or if there are other motivational factors deemed important are analysed. Considering the gamification applications as new technology applications, an extended technology acceptance model (TAM) is used based on existing literature to explain attitude formation and adoption of gamified systems. An online survey is carried out on a social networking gamification website (EmpireAvenue.com) and the collected data is analysed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that extended TAM incorporating intrinsic motivation elements (enjoyment and playfulness) is able to explain attitudes towards and continued use intention for a gamified system.

Suggested Citation

  • Gokhan Aydin, 2015. "Adoption of Gamified Systems: A Study on a Social Media Gamification Website," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(3), pages 18-37, July.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:3:p:18-37
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2015070102
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    Cited by:

    1. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.

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