Can gamification increases consumers' engagement in fitness apps? The moderating role of commensurability of the game elements. (November 2020)

• Record Type: Journal Article
• Authors: Feng, Wenting; Tu, Rungting; Hsieh, Peishan
• Is Part Of: Journal of retailing and consumer services. Volume 57(2020)
• Publication Date: 2020-11
• Subjects: Gamification -- Gamified services -- Intrinsic motivation -- Consumer engagement -- Consumer loyalty; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102229
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Many app firms have adopted gamification, aiming at making consumers more engaging and loyal. Given the ambivalent evidence on the effectiveness of gamification, this study proposes that the effectiveness of gamification is moderated by the types of game elements, i.e., commensurate and incommensurate. Commensurate elements, such as points, are directly associated with performances such as step counts, and may be perceived by consumers as external incentives to their efforts; whereas incommensurate elements, such as "likes", are not directly related to performances, and may be considered as avenues to satisfy psychological needs, leading to stronger intrinsic motivation. Results from a longitudinal field study confirm that compared with apps using commensurate elements, apps using incommensurate elements can better help increase intrinsic motivation and further enhance engagement and loyalty.