Impact of Intrinsic and Extrinsic Gaming Elements on Online Purchase Intention

Abstract

Gamification is a developing trend that can work on customers' motivation and performance in online business areas. Notwithstanding, it is still vigorously debated as there is a continuous conversation inside the gamification community about whether individual gamification elements may really weaken or improve on customers' intrinsic and extrinsic motivations as well as the effect on the consumer's perceived enjoyment and purchase intention. The study uses a questionnaire survey as the research method. A total of 310 questionnaires were distributed, and after the data screening, 302 sets were valid data. The data analysis for this study was analyzed by using SPSS and Smart-PLS. The findings of this study show that intrinsic and extrinsic gaming elements affect consumers' purchase intention in gamification. This study shows how extrinsic gaming elements such as points, badges, feedback and challenges are affecting customers' perceived enjoyment. Furthermore, intrinsic gaming elements such as leaderboards, levels, avatars, and privacy control are affecting customers' perceived enjoyment. It also shows that perceived enjoyment positively affects purchase intention and mediates the relationship between intrinsic and extrinsic gaming elements and purchase intention. Additionally, it shows that promotion focus negatively moderates the relationship between intrinsic elements and perceived enjoyment. This study presents a new research model to explore the effect of extrinsic and intrinsic elements in gamification on purchase intention. The results of this research may help game designers to identify the right design features for the right customers, which has important practical implications for online business development.

Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming

“…Perceived enjoyment, characterized by joy, delight, and pleasure ( Akdim et al, 2022 ), is a primary motivator for media usage and technology adoption ( Ma, 2021 ). Previous studies have demonstrated the positive impact of perceived enjoyment on consumer behavioral intentions ( Wang et al, 2013 ; Wu and Santana, 2022 ). For instance, perceived enjoyment has been shown to positively correlate with engaging in social commerce on shopping websites ( Zheng et al, 2020 ).…”

Motivation crowding effects on the intention for continued use of gamified fitness apps: a mixed-methods approach

“…Following these literatures, gamification in our research contexts refers to the incorporation of game design elements into the fitness apps while retaining its instrumental functions for promoting or supporting users’ physical activity/exercise. As an emerging design approach, gamification has attracted a large stream of researches in various contexts, including fitness/health/exercise ( Cheng, 2020 ; Whelan and Clohessy, 2020 ; Yang and Li, 2021 ; Li et al, 2023 ), education ( Sánchez Prieto et al, 2021 ; Behl et al, 2022 ; Chen and Liang, 2022 ; Ghai and Tandon, 2023 ; Oliveira et al, 2023 ; Zhang and Hasim, 2023 ), marketing ( Zhang et al, 2021 ; Wu and Santana, 2022 ), sustainable consumption ( Mulcahy et al, 2020 ), online community ( Xi and Hamari, 2019 ).…”

Psychology as a foundation for motivation strategies in the modulation of behavior through gamification

“…In the article by Wu and Santana (2022), the records present the study by Kaynak and Basal (2019) that found that "extrinsic elements of gambling positively influence perceived pleasure." To corroborate the idea, previous studies have recommended that customers get a higher level of enjoyment from accumulating points and badges (Codish and Ravid, 2017).…”