Title: Investigating the adoption intention of gamification apps on mobile services

Authors: Cheng-Kui Huang Tony; Shin-Horng Chen; Ya-Wen Lee

Addresses: Department of Business Administration, National Chung Cheng University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan ' Department of Marketing and Logistics Management, Southern Taiwan University of Science and Technology, No. 1, Nan-Tai Street, Yongkang Dist., Tainan 71005, Taiwan ' Department of Business Administration, National Chung Cheng University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan

Abstract: Previous studies exploring adoption in the field of management information systems have focused on the objects of information systems or information technologies. However, since the popularity of smart phones has led to the usage of apps, limited investigations have attempted to understand the usage intention of apps. In this study, a research model is proposed to comprehend how users perceive and adopt a gamification app in the initial adoption phase of the information system life cycle. Since there are various topics within gamification services, we only pinpoint one popular type of service, exercise, as the research subject. The investigation involving 173 usable subjects was conducted to evaluate the model by using structural equation modelling. The result demonstrates that our proposed model explains 56.7% of the variance. The findings have interesting implications with respect to the initial usage of exercise gamification apps, both for researchers and practitioners.

Keywords: gamification; technology acceptance model; TAM; individual level; initial usage; exercise.

DOI: 10.1504/IJMC.2020.107105

International Journal of Mobile Communications, 2020 Vol.18 No.3, pp.273 - 299

Received: 12 Feb 2018
Accepted: 18 Oct 2018

Published online: 30 Mar 2020 *

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