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Drawing from the Personal Construct Theory, this study aims to analyze the impact of using gamified apps on user behavior by investigating the service-related images and individual preferences of Generation Z (GenZ) consumers, as these emerge from gamified applications in a tourism context.

The repertory grid analysis (RGA) elicited the top elements that reflect GenZer perceptions in tourism from empirical studies in the UK and Greece. Generalized procrustes analysis was used to investigate the structure of the data for the creation of representative consensus biplots of the most important conceptual constructs to advance consumer decision-making modeling via gamification.

As per different gamified app best-practices considered, the authors extract not only common perceptual elements (e.g. place informative aspects, exploration, lodgings, food/catering) but also different image components (e.g. virtual/interactive, business vs commercial traveling, entertainment, heritage/cultural informative aspects) from comparing UK with Greek GenZers’ responses. These extracted attributes are then presented in two dimensional charts, respectively, toward creating tourist perception scales.

Notwithstanding the wide availability of gamified apps, research on gamification design in tourism and hospitality is still in the early phase. This study demonstrates the need to identify and optimize the formation of different images among GenZers. It also highlights the advantageous nature of the proposed combination of procrustes analysis with the RGA.

To the best of the authors’ knowledge, this research is among the first empirical ones toward creating scales for measuring tourist perceptions of GenZers coming from different consumer markets. It responds to scholars’ recent calls for better informing gamification design and improving contemporary consumer experience.

Gamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.

Employing affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.

The research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.

This study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.

This paper aims to investigate the effect of gamified e-service quality (GE-SQ) on customer value co-creation, relationship quality and purchase intention in e-retailing.

A questionnaire was used to collect data from a sample of 549 e-retailing customers who participated in a gamified online service process. A structural equation modeling approach was adopted to analyze the model.

The empirical evidence confirmed that GE-SQ encouraged customer value co-creation behavior and relationship quality. Customer value co-creation and relationship quality led to higher purchase intention. Also, value co-creation and relationship quality partially mediated the relationship between GE-SQ and purchase intention.

The findings increase our knowledge of GE-SQ and its behavioral consequences. Moreover, the study proposes and validates a theoretical framework based on GE-SQ, value co-creation and customer relationship quality. This study provides insight into using gamification as a practical tool in the e-retailing industry.

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

M-wallets have emerged as one of the most important financial innovations of the 21st century, enabling users to carry digital cash by securely storing payment methods on their mobile devices. However, the continued use of m-wallets varies among people for several reasons. This study used the technology continuation theory (TCT), gamification and trust factors to examine the variables affecting consumers' intentions to continue using mobile wallets.

The SmartPLS partial least squares software was used to analyze data from 431 m-wallet users in Vietnam using the structural equation modeling technique.

The data revealed that the research model can predict users' intentions to continue using mobile wallets. TCT constructs demonstrated strong exploratory power in explaining consumer satisfaction and attitudes towards m-wallets. Furthermore, the study confirmed the direct effect of the perceived effectiveness of gamification on perceived ease of use and attitude, as well as its indirect effect on consumers' continued use intentions of mobile wallets via attitude. In addition, the trust negatively influenced consumers' intentions to continue using m-wallets.

The findings of this study can help researchers, practitioners and policymakers improve m-wallet design, development and adoption, as well as advance financial technology and define the future of digital payments in terms of consumer attraction, engagement and financial inclusion.

Based on TCT theory, this study enriches m-wallet research by examining two important factors, gamification and trust, and thus provides insights into how to improve consumers’ intentions to continue using m-wallets in developing countries. This study offers timely insights into theory and practice regarding these factors. It therefore paves the way for researchers and practitioners to learn how easy, enjoyable and secure the end-user experience should be to keep users engaged with m-wallets.

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context.

Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts.

The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments.

Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments.

The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses.

The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.

The purpose of this paper is to examine the effect of gamification on students’ e-learning adoption. In addition, this paper examines the effect of two mediations, that is, flow and engagement between gamification and e-learning adoption by using sequential mediation analysis.

The authors used the online survey method to collect the 570 responses through convenience sampling procedure. Sequential mediation analysis technique was used to test the mediation hypothesis.

The findings of this paper revealed that gamification elements are an important feature of flow, engagement in e-learning adoption process. Also, the paper found that engagement in the learning process is a key element for students to adopt e-learning.

This paper makes its contribution to the literature related to gamification and e-learning adoption. The paper signifies the importance of gamification as an educational application in e-learning environment and its contribution in designing an interactive learning environment.

Empirically, to the best of the authors’ knowledge, it is the first paper to examine the sequential mediation model of gamification in the education sector in a developing nation like India. Furthermore, this paper also extends engagement and flow theory related to e-learning process by showing how students’ engagement and flow impact the e-learning adoption in the gamified environment.

The purpose of this study is to explore the relationship of gamification design elements on social play habit and we-intention to continue playing in a mobile multiplayer game context. The study further intends to reveal the mediating role of social play habit in the relationship between gamification design elements and we-intention to continue playing.

The proposed model was empirically evaluated using survey data collected from 292 PUBG users based in Malaysia. PLS-SEM analysis was used to assess the model since it includes formative and reflective constructs.

The results indicated that gamification design elements significantly affect social play habit in a positive direction. In the simultaneous condition, social play habit also significantly affects the we-intention to continue playing the mobile multiplayer game. However, these three elements of gamification design did not significantly affect the formation of we-intention to continue playing in the context of mobile multiplayer games. Notably, social play habit was found to fully mediate the relationships between immersive-related interaction, achievement-related interaction, social-related interaction and we-intention to continue playing.

This study highlights the importance of social play habits as a factor linking the relationship between gamification design elements and we-intention to continue playing. In addition, this study also provides significant insights for the game creators to emphasise the gamification design elements so that the sustainability of the game can be secured from the perspective of retaining the current users through the social play habit element.

The study is noteworthy because it is the first attempt to use gamification design elements to explain how social play habit affect the formation of we-intention to continue playing in the setting of a mobile multiplayer game environment. In addition, the findings may add to the body of knowledge in the field of gamification theory.