The impact of gamified interactions on continuance intentions toward mobile applications: a serial mediation analysis
摘要
Although gamification has attracted substantial attention in marketing research, existing studies have focused primarily on the motivational effects of gamification design itself. This study offers a limited systematic understanding of how gamified functions embedded within host applications influence users’ continuance intentions toward both the gamified module and the overall application through different forms of interaction. This study defines gamified interaction as the ongoing exchange process through which users engage with gamified interface functions, task feedback, and other users within the gamification section of a host application, and it further categorizes gamified interaction into system interaction and experiential interaction. System interaction comprises ease of use, usefulness, and gamified aesthetics, whereas experiential interaction includes accomplishment, entertainment, and social interaction. Drawing on the integrated logic of the information systems success model and the stimulus–organism–response (SOR) framework, this study proposes that these interaction dimensions increase users’ satisfaction with the gamification section of a host application, thereby strengthens their continuance intentions toward both the gamification section and the host application. Based on survey data collected from 474 Chinese participants and analyzed via structural equation modeling, the results indicate that all interaction dimensions except accomplishment significantly influence users’ satisfaction with the gamification section. Satisfaction and continuance intentions toward the gamification section further mediate the relationship between gamified interaction and continuance intention toward the host application. This study demonstrates that the effectiveness of embedded gamification is not determined solely by isolated game elements but, rather, by the combined mechanisms of system conditions, experiential responses, and psychological mediators.