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The effects of game mechanics on user retention in using social live streaming services

Hung-Tai Tsou (Department of Business Administration, Soochow University, Taipei, Taiwan)
Yu-Hsun Lin (Department of Business and Management, Ming Chi University of Technology, New Taipei City, Taiwan)
Pui Yan Loo (International Master of Business Administration, Ming Chi University of Technology, New Taipei City, Taiwan)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 28 May 2024

Issue publication date: 3 September 2024

503

Abstract

Purpose

Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.

Design/methodology/approach

This study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.

Findings

The results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.

Originality/value

Driven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.

Keywords

Citation

Tsou, H.-T., Lin, Y.-H. and Loo, P.Y. (2024), "The effects of game mechanics on user retention in using social live streaming services", Marketing Intelligence & Planning, Vol. 42 No. 7, pp. 1169-1194. https://doi.org/10.1108/MIP-10-2023-0562

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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