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Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors

Muhammad Ashfaq (Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, China)
Qingyu Zhang (Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, China)
Abaid Ullah Zafar (Shenzhen-Audencia Business School, Shenzhen University, Shenzhen, China)
Mehwish Malik (School of Engineering and Built Environment, Griffith University, Southport, Australia)
Abdul Waheed (Dr. Hasan Murad School of Management (HSM), University of Management and Technology, Lahore, Pakistan)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 17 December 2021

Issue publication date: 1 February 2022

1405

Abstract

Purpose

Technology has emerged as a leading tool to address concerns regarding climate change in the recent era. As a result, the green mobile application – Ant Forest – was developed, and it has considerable potential to reduce negative environmental impacts by encouraging its users to become involved in eco-friendly activities. Ant Forest is a novel unexplored green mobile gaming phenomenon. To address this gap, this study explores the influence of user experience (cognitive experience and affective experience), personal attributes (affection and altruism) and motivational factors in game play (reward for activities and self-promotion) on the continuation intention toward Ant Forest.

Design/methodology/approach

The authors assessed the data using partial least squares structural equation modeling (PLS-SEM) for understanding users' continuation intention toward Ant Forest.

Findings

Through a survey of 337 Ant Forest users, the results reveal that cognitive and affective experiences substantially affect Ant Forest continuation intention. Personal attributes and motivational factors also stimulate users to continue using Ant Forest.

Originality/value

The authors build and confirm a conceptual framework to understand users' continuation intention toward a novel unexplored Ant Forest phenomenon.

Keywords

Acknowledgements

This research was partially funded by Guangdong 13th-Five-Year-Plan Philosophical and Social Science Fund (#GD20CGL28); Natural Science Foundation of Guangdong – Guangdong Basic and Applied Basic Research Foundation (#2021A1515011894); Shenzhen Science and Technology Program (#JCYJ20210324093208022); Key Project of National Social Science Foundation of China (#21AGL014).

Citation

Ashfaq, M., Zhang, Q., Zafar, A.U., Malik, M. and Waheed, A. (2022), "Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors", Industrial Management & Data Systems, Vol. 122 No. 2, pp. 471-498. https://doi.org/10.1108/IMDS-03-2021-0164

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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