Enhancing user engagement: The role of gamification in mobile apps
研究基于自我系统动机发展模型，分析276名用户数据发现游戏化通过满足能力、自主和关系需求提升用户参与，进而增强使用意愿、口碑传播和好评。
Organizations are increasingly making use of gamification to enhance users’ engagement with their mobile apps. However, more research into the mechanisms that facilitate user engagement and its consequences is needed. Drawing on the self-system model of motivational development, this study investigates how gamification might foster user engagement and positive marketing outcomes. Data from 276 users of a mobile gamified app were analyzed using partial least squares regression. The results showed that gamification increases user engagement through satisfaction of the needs for competence, autonomy and relatedness. User engagement, in turn, leads to greater intention to use, disseminate WOM about, and to positively rate, the app. Finally, this study provides a number of theoretical and practical implications that can help developers design more effective gamified mobile apps.