Scholarlink

Gamification’s popularity in modern gaming implies it helps retain and build brand loyalty. This goal is difficult to achieve because of various factors, including generational user shifts. This study examines how gamification affects user loyalty using prompts and reward attitudes as exogenous variables. In this study, reward attitude moderates. A survey of Jakarta Shopee Tanam consumers from generations X, Y, and Z was used to conduct this quantitative analysis. Three hundred and sixty people, evenly dispersed by generation, participated in the survey. This study used SmartPLS 3.0 for PLS-SEM. This study found that gaming instructions strongly influence reward and loyalty sentiments across generations. Exclusively for Generation Y, reward views strongly impact loyalty. For the three generations evaluated in this study, incentive attitudes did not influence the connection between game instructions and game usage cues. This study is hampered by the lack of participant characteristics, such as Shoppe Tanam game time. Generational ages are only vaguely relevant. Future study may group users by early and late ages within each generation for deeper analysis.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Gamification and Intergenerational Dynamics: Examining Prompts, Rewards, and the Loyalty of Gamified Users

  • 章节

  • 发表日期：

    2026年

查看全文
  • Michael Christian,
  • Kurnadi Gularso,
  • Henilia Yulita,
  • Oktafalia Marisa Muzammil,
  • Sunarno Sunarno

摘要

Gamification’s popularity in modern gaming implies it helps retain and build brand loyalty. This goal is difficult to achieve because of various factors, including generational user shifts. This study examines how gamification affects user loyalty using prompts and reward attitudes as exogenous variables. In this study, reward attitude moderates. A survey of Jakarta Shopee Tanam consumers from generations X, Y, and Z was used to conduct this quantitative analysis. Three hundred and sixty people, evenly dispersed by generation, participated in the survey. This study used SmartPLS 3.0 for PLS-SEM. This study found that gaming instructions strongly influence reward and loyalty sentiments across generations. Exclusively for Generation Y, reward views strongly impact loyalty. For the three generations evaluated in this study, incentive attitudes did not influence the connection between game instructions and game usage cues. This study is hampered by the lack of participant characteristics, such as Shoppe Tanam game time. Generational ages are only vaguely relevant. Future study may group users by early and late ages within each generation for deeper analysis.