Title: The role of affect and consumption values in the intention to enter in a gamification experience

Authors: Patrícia Marques Santos; Cristela Maia Bairrada; Joana Matos Dias

Addresses: Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, Coimbra, 3004-512, Portugal ' CeBER, Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, Coimbra, 3004–512, Portugal ' INESC, Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, Coimbra, 3004–512, Portugal

Abstract: Gamification applies game design elements in non-game contexts to enhance products and services, increasing customer value, engagement, and loyalty. Despite growing academic interest, there is still limited insight in the marketing literature on what motivates consumers to enter a gamification process. Therefore, this study examines the determinants of consumers' behavioural intention to enter in a gamification experience with a brand, based on the theory of consumption values, and explores the role of positive and negative affect schedule (PANAS) in the perception of these values. A questionnaire was developed and distributed focusing on university students, and 347 valid responses were collected. Results show that functional and emotional value have a positive and statistically meaningful effect in the intention to enter in a gamification experience, and that social, epistemic and conditional value were not significant predictors of this intention. Furthermore, both positive and negative affect had a positive impact on consumption values.

Keywords: PANAS; consumption values; intention to enter; gamification experience.

DOI: 10.1504/IJTMKT.2026.153426

International Journal of Technology Marketing, 2026 Vol.20 No.2, pp.221 - 246

Received: 13 May 2025
Accepted: 19 Nov 2025
Published online: 07 May 2026 *

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