Factors Driving Consumer Engagement and Intentions with Gamification of Mobile Apps

2020 ◽  
Vol 18 (2) ◽  
pp. 17-35
Author(s):  
Shampy Kamboj ◽  
Shruti Rana ◽  
Vinayak A. Drave
Keyword(s):  
Mobile Apps ◽  
Mobile App ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Perceived Ease Of Use ◽  
Consumer Engagement ◽  
Internet Users

The advent of smartphones revolutionized and took the market to a new level. Now a days, majority of internet users spend their maximum time on smartphones, specifically on mobile apps. The emergence of numerous apps in smartphones with games features has brought about a different trend, mobile app gamification. The emerging popularity of smartphone technologies and their mobile apps have led various companies to engage their consumers with mobile apps, specifically through gamification. Therefore, companies gain consumers attention integrate their mobile marketing into their overall marketing strategy. This study explores the domain of consumer engagement and their intentions through the gamification of mobile apps. The research focuses on how mobile app gamification drives consumer engagement and their intentions drawing upon SDT and TAM. Using survey method data collected from 270 respondents, data analysis was done with structure equation modeling (SEM). The findings assert that various features of gamification of mobile apps (perceived ease of use, perceived usefulness and enjoyment) have a significant influence on consumer engagement. However, convenience was unexpectedly found not to be significantly associated with consumer engagement. Additionally, consumer engagement was found to be associated to smartphone user's intentions to use gamification of mobile apps. The results of present study have theoretical and practical implications.

Factors influencing the behavioral intention to use food delivery apps

2017 ◽  
Vol 45 (9) ◽  
pp. 1461-1473 ◽  
Author(s):  
Eun-Yong Lee ◽  
Soo-Bum Lee ◽  
Yu Jung Jennifer Jeon
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Mobile Apps ◽  
Food Delivery ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
System Quality ◽  
Perceived Ease Of Use ◽  
Design Quality

We examined the relationships between the determinants that affect customers' use of food delivery apps. Using an extended technology acceptance model, we explored consumers' experiences in purchasing delivery food through mobile apps. We distributed a self-administered questionnaire online and used structural equation modeling to test the hypotheses. We found that user-generated information, firm-generated information, and system quality had a significant effect on perceived usefulness. In addition, system quality and design quality strongly influenced the perceived ease of use, which improved perceived usefulness, and in turn, perceived usefulness and perceived ease of use affected attitude toward the use of mobile apps. Practical implications for the food service industry are discussed.

scholarly journals User Familiarity and Satisfaction With Food Delivery Mobile Apps

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402097056
Author(s):  
Ju-Choel Choi
Keyword(s):  
South Korea ◽  
Technology Acceptance ◽  
Structural Equation ◽  
Mobile Apps ◽  
New Technology ◽  
Food Delivery ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use

The market for food delivery mobile applications (FDMAs) in South Korea has massively expanded due to the increase in both smartphone penetration rate and single-person households, thus marking a phase of severe competition. A deeper understanding among FDMA practitioners of users’ acceptance of FDMAs is required to become more competitive. The technology acceptance model (TAM) is a dominant theory to help illuminate users’ acceptance of new technology. However, users’ familiarity (FAM) and satisfaction (SAT) with new technology has been less studied in the context of FDMA. Based on this background, this study aims to examine the relationships between users’ FAM, perceived ease of use (PEU), perceived usefulness (PU), SAT, and intention to reuse (IR) in the context of FDMAs. With the use of an online-based questionnaire, data were obtained from consumers who have experienced with one of the top-three mobile apps for food delivery in South Korea. Partial least squares structural equation modeling is employed to examine the extended TAM in the Korean FDMA setting. The findings demonstrate that (a) FAM has a positive influence on both PEU and PU; (b) PEU is positively associated with PU; (c) both FAM and PU positively affect SAT, but PEU does not; and (d) FAM, PU, and SAT are the significant antecedents of IR. This study then discusses the findings in terms of academic contributions and suggests practical implications, focusing on marketing strategies that can be usefully adopted by FDMA developers.

scholarly journals Examining antecedents affecting Indian consumers’ adoption of mobile apps

2020 ◽  
Vol 16 (3) ◽  
pp. 98-112
Author(s):  
Neerja Arora ◽  
Garima Malik
Keyword(s):  
Online Survey ◽  
Mobile Apps ◽  
Mobile App ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Personal Innovativeness ◽  
Indian Consumers ◽  
Convenience Sampling ◽  
Customer Satisfaction And Loyalty

This research aims to integrate the functional, social, security, and personal dimensions to study mobile app usage antecedents in the Northern Capital Region of India. Convenience sampling was used, and an online survey resulted in 407 valid responses. The measurement and structural models were estimated using PLS-SEM. Perceived usefulness and social influence had no significant impact on usage, implying that contemporary consumers are much more discerning and do not get swayed by the benefits offered or the influence of those around them. The findings show that perceived ease of use had a significant impact on perceived usefulness and attitude formation. Since security is the most important factor determining usage and trust, the industry should have stringent standards to maintain security protocols in every interaction with the user. Also, security concerns need to be allayed, and grievances need to be resolved immediately to gain customer satisfaction and loyalty. Personal innovativeness and lifestyle compatibility are important determinants of attitude and usage. Firms should target mobile apps to students and the active working population who possess innovativeness and for whom mobile apps are compatible with their lifestyle. These users can act as influencers and help in improving their adoption.

scholarly journals ANTECEDENTES DA INTENÇÃO DE RECOMPRA EM APLICATIVO DE HOSPEDAGEM

2020 ◽  
Vol 17 (1) ◽  
pp. 107
Author(s):  
Marcelo Curth ◽  
Barbara Diogo de Paula
Keyword(s):  
Structural Equation ◽  
Mobile Apps ◽  
New Economy ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Perceived Ease Of Use ◽  
Perceived Utility ◽  
New Business

O avanço tecnológico tem possibilitado o desenvolvimento de novos formatos de negócios no contexto virtual, sendo os casos dos aplicativos de reserva de locais e de experiências. No entanto, ainda são criadas barreiras no consumo em tais aplicativos, por conta da confiança dos participantes. Nesse sentido, o artigo tem como objetivo identificar a influência da utilidade percebida, da facilidade de uso e da confiança na empresa e em terceiros na intenção de recompra em aplicativos de hospedagem. Para isso, foi realizada uma survey com 176 usuários de um aplicativo de hospedagem (Airbnb) e a análise realizada por meio da modelagem de equações estruturais (MEE). Os resultados apresentaram que a utilidade percebida e facilidade de uso influenciam positivamente na intenção de recompra, porém a confiança na empresa e em terceiro não foi positiva. Além disso, a utilidade percebida influenciou positivamente a confiança na empresa e em terceiros, o que não ocorreu com a facilidade de uso. A pesquisa contribuiu para uma reflexão a respeito da nova economia ou da economia compartilhada, possibilitando reflexões para as empresas no que tange a importância da percepção de utilidade de seus aplicativos.Palavras-chave: Percepção de utilidade. Facilidade de uso. Confiança. Intenção de recompra. Aplicativos móveis.ABSTRACTThe technological advance has made possible the development of new business formats in the virtual context, being the cases of applications of places reservation and experiences. However, consumption barriers are still created in such applications, because of the confidence of the participants. In this sense, the article aims to identify the influence of perceived utility, ease of use and trust in the company and third parties in the intention of repurchase in hosting applications. For this, a survey was carried out with 176 users of a hosting application (Airbnb) and the analysis performed through structural equation modeling (SEM). The results showed that the perceived utility and ease of use positively influence the repurchase intention, but confidence in the company and in the third one was not positive. In addition, perceived utility positively influenced trust in the company and in others, which did not occur with ease of use. The research contributed to a reflection about the new economy or the shared economy, allowing reflections for companies on the importance of the perception of utility of their applications.Keywords: Perceived usefulness. Perceived ease of use. Trust. Repurchase intention. Mobile apps.

scholarly journals Mobile Applications in Tourism

2022 ◽  
Vol 18 (1) ◽  
pp. 0-0
Keyword(s):  
Technology Acceptance ◽  
Mobile Applications ◽  
Structural Equation ◽  
Mobile App ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Personal Innovativeness

Based on an extended version of the Technology Acceptance Model (TAM), this study aims to understand the intention to use tourism mobile applications. WOM about app and personal innovativeness was added to the original model along with perceived usefulness, perceived ease of use and attitude. A questionnaire was distributed through the convenience sampling method and 440 valid respondents were retained and analysed using Structural Equation Modeling (SEM). The results of this study show that WOM about app represents the strongest predictor of the intention to use of tourism mobile applications followed respectively by perceived usefulness, attitude toward using tourism mobile applications and personal innovativeness. The findings provide implications that would benefit managers in the hospitality and tourism sector as well as mobile app developers in order to ensure the effectiveness of their marketing and communication strategies and adapt their activities to the needs of a customer of the digital age.

scholarly journals PENDEKATAN TECHNOLOGY ACCEPTANCE MODEL (TAM) DAN PERCEIVED RISK UNTUK MENGIDENTIFIKASI FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU BELANJA ONLINE DI KALIMANTAN

2019 ◽  
Vol 6 (3) ◽  
pp. 310
Author(s):  
Sajieda Fuad ◽  
Marijati Sangen ◽  
Siti Aliyati Albushari
Keyword(s):  
Technology Acceptance ◽  
Behavioral Intention ◽  
Perceived Risk ◽  
Online Shopping ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Survey Method ◽  
Perceived Ease Of Use ◽  
Economic Transaction

<p><em>Internet in Indonesia has a very diverse usage in various aspects of life. One of them is that it can be used in economic transaction that is buying and selling online or better known as e-commerce (electronic commerce). This study aims to factors are perceived usefulness, perceived ease of use, perceived risk, attitude toward using, and behavioral intention.</em></p><p><em>This research was conducted in Kalimantan. The samples of the research were determined using non-probability sampling method in the form of purposive sampling with the requirements: the samples were at least 18 years of age and they had made purchases of goods or services through online shopping site of B2C e-commerce at least twice. The research method used was survey method through primary data collection by distributing online questionnaires through Google Docs. Data analysis was done by SEM (Structural Equation Modeling) with AMOS (Analysis of Moment Structure) 21.0 software.</em></p><p><em>The result showed that perceived usefulness and perceived ease of use had positive and significant effect on attitude toward using. However, perceived risk did not have a negative and insignificant effect on attitude toward using. Perceived ease of use had a positive and significant effect on perceived usefulness. Perceived usefulness and attitude toward using positively and significantly influenced the behavioral intention of online shopping in Kalimantan. Perceived ease of use was the most dominant variable giving a direct influence on perceived usefulness, perceived usefulness gave the most dominant indirect influence on behavioral intention.</em></p>

scholarly journals Exploring the Continuous Usage Intention of Online Learning Platforms from the Perspective of Social Capital

Information ◽  
2021 ◽  
Vol 12 (4) ◽  
pp. 141
Author(s):  
Chun-Hsiung Huang
Keyword(s):  
Social Capital ◽  
Online Learning ◽  
Shared Vision ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Survey Method ◽  
Learning Tools ◽  
Perceived Ease Of Use ◽  
Learning Platforms ◽  
Continuous Usage Intention

This research explores the factors that influence students’ continuous usage intention regarding online learning platforms from the perspectives of social capital, perceived usefulness, and perceived ease of use. The questionnaire survey method was used in the research to analyze the relationship between the research variables and verify the hypothesis based on data from 248 collected valid questionnaire responses. The following results were obtained: (1) “Social interaction ties” positively affect students’ continuous usage intention. (2) “Shared language” negatively affects students’ continuous usage intention. (3) “Shared vision” positively affects students’ continuous usage intention. (4) “Perceived usefulness” positively affects students’ continuous usage intention. (5) “Perceived ease of use” positively affects students’ continuous usage intention. According to the results, students believe in useful teaching that promotes knowledge and skills. The ease of use of learning tools is key to whether they can learn successfully. Paying attention to the interaction and communication between students, so that students have a shared goal and participate in teamwork, is something that teachers must pay attention to in the course of operation. The professional vocabulary of the teaching content and the way of announcing information should avoid using difficult terminology, which is also a point to which teachers need to pay attention.

Examining the intentions of a Ghanaian technical university students to use e-library

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eugene Okyere-Kwakye ◽  
Khalil Md Nor
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Library Resources ◽  
Technical University

Purpose Electronic library (E-library) is a form of computer mediated system that uses electronic media, such as Web/internet devices and distributes resources to improve on the quality of teaching and learning. Students’ use of e-library for learning is essential and as such the government has invested hugely into its subscription for several university libraries in Ghana. However, most university students feel reluctant to use the e-library resources for their studies. The purpose of this paper is therefore to examine the factors that influence students’ intention to use e-library resources for their studies. Design/methodology/approach Questionnaire was used to collect data from 200 students from one Technical University in Ghana. Structural equation modeling (SmartPLS) was used to analyze the data. Findings The study found that accessibility, attitude, perceived ease of use, perceived usefulness and relevance to studies have positive significant effect on students’ attitude to use e-library. In addition, self-efficacy, subjective norm and attitude have positive significant influence on students’ intention to use e-library. Research limitations/implications Although the sample frame used for this study may be unique, but the total amount of data collected was limited to providing the general representative of the Ghanaian students in one particular university. Other researchers may consider collecting data from other universities to extend the sample frame for a larger sample size of students. Practical implications Academic administrators need to organize training and workshops on how to use the e-library portal for their search and other didactic assignments. Most importantly, students should be given IT or internet tutorials as foundation for the use of the e-library portal. Social implications Universities have to provide internet access such as hotspot and network routers at the labs, classrooms and other vantage points. It is believed that with these in place, adequate access to the internet would promote students’ engagement on the e-library facility. Originality/value The study examines the factors that influence students’ intention to use e-library resources for their studies in Ghana.

scholarly journals Youths’ Social Media Adoption: Theoretical Model and Empirical Evidence

2016 ◽  
Vol 11 (2) ◽  
pp. 22 ◽  
Author(s):  
M. Shakaib Akram ◽  
Wafi Albalawi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
The Social ◽  
Perceived Enjoyment ◽  
Adoption Intention

<p>Social media has become a major source of communication and collaboration between individuals and among groups. The current paper investigates the underlying motives of social media adoption. The research identifies various determinants such as perceived connectedness, perceived enjoyment, perceived usefulness and perceived ease of use as the major influencers of social media adoption intention. Using the sample from Saudi Arabia an online survey is conducted. Structural equation modeling has been used to test the proposed relationships. The results reveal that individuals’ perceived connectedness and perceived enjoyment act as stimuli for their social media adoption intention. Moreover, perceived ease of use and perceived usefulness mediate these stimuli and the individuals’ social media adoption intention. The paper concludes with the recommendations for the academicians and the social media designers/developers.</p>

What influence users’ e-finance continuance intention? The moderating role of trust

2018 ◽  
Vol 118 (8) ◽  
pp. 1647-1670 ◽  
Author(s):  
Wangyue Zhou ◽  
Zayyad Tsiga ◽  
Boying Li ◽  
Shuning Zheng ◽  
Shuli Jiang
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Website Quality ◽  
Content Type ◽  
Positive Effects

Purpose The purpose of this paper is to identify antecedents of e-finance continuance intention with Alibaba’s Yu’E Bao as an example. Design/methodology/approach An online questionnaire was used to collect the data (n=293), and partial least squares structural equation modeling was employed for data analysis. Four e-finance features (perceived reputation, website quality, e-finance familiarity and situational normality) are introduced with trust acting as a moderator between the users’ satisfaction and continuance intention to use an e-finance platform. Findings The results find that website quality, familiarity and situational normality can influence perceived ease of use (PEOU) and perceived usefulness (PU). PEOU and PU, together with reputation, are positively associated with confirmation which further leads to satisfaction. The positive effects that satisfaction and trust have on e-finance continuance intention are confirmed, and trust is found to be a significant moderator on the relationship between satisfaction and continuance intention. Practical implications The findings can be used to guide e-finance providers to improve their platform design and services to retain users. Originality/value This study combines the theory of trust, Technology Acceptance Model and Expectations Confirmation Theory to investigate the factors that influence the continuance intention in the context of e-finance in China.

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