Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications

• Main Authors: Hsi-Peng Lu, Hui-Chen Ho
• Format: Article
• Language: English
• Published: MDPI AG 2020-05-01
• Series: Sustainability
• Subjects: gamification; MDA model; brand attitude; continued intention to use; gamification marketing
• Online Access: https://www.mdpi.com/2071-1050/12/10/4169

Game elements and mechanics have been widely applied as marketing strategies for sustainable development. Seldom have studies explored the relationships between the components of the game and consumer continuous usage with gamification. This study analyzed how game mechanics impact users’ gaming behavior and awaken positive feelings so as to increase the stickiness of the brand. This research model empirically surveyed 411 Nike Run Club (NRC) app users, based on the Mechanics–Dynamics–Aesthetics (MDA) framework. The results show that the self-challenge is a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social interaction affect fun. The results also show that fun is of primary importance among all others, as it is a factor that affects brand attitude and sustained use. The results provide valuable insights into sustainable strategies for industries related to the operation of an app-based brand.