Factors Driving Consumer Engagement and Intentions With Gamification of Mobile Apps

Journal of Electronic Commerce in Organizations
Volume 18 • Issue 2 • April-June 2020
Factors Driving Consumer Engagement and

Intentions with Gamification of Mobile Apps
Shampy Kamboj, National Institute of Technology (NIT), Hamirpur, Himachal Pradesh, India
Shruti Rana, Amity University, Noida, India
Vinayak A. Drave, Indian Institute of Technology Kanpur, Kanpur, India
ABSTRACT
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.
Keywords
Consumer Engagement, Gamification, Intention, Mobile Apps, SEM, Smartphone
INTRODUCTION
Smart phone has changed the way we connect to customers. It has altered the market dynamics
completely. In addition, the use of modern wireless gadgets for instance smart phones is pervasive
and make possible to access important information and e-transactions ubiquitously (Alfahl et al.,
2012, Sarmah et al., 2017a). Faster connectivity, affordable smartphones and services has led to
an exponential growth of mobile internet users across the world. A study shows that 89% of the
time is spent on mobile apps by a consumer. This is due to affordability of time, convenience and
compatibility (Kim & Baek, 2018). Smart phone apps are also interactive and create an instant
connect with the consumer (Roy et al., 2017). This leads to increased downloads of mobile apps
by consumer. However, it has seen that though the mobile apps are downloaded frequently 25% of
them get shunned immediately. Also, 26% of them are used only once. This shows that mobile app
retention is a challenge to the companies. As today’s consumer is socially and locally connected
(Marsden & Chaney, 2013) and the connection of consumers mobility, sociability and locality gives
DOI: 10.4018/JECO.2020040102

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a different perspective towards their behavior (Jain et al., 2018). It requires a thorough knowledge of
their behavior and designing of an effective mobile app engagement strategy. We need to look at a
relational view rather than a transactional view to make the consumer engagement more sustainable
(Kamboj & Sarmah, 2018b).
The models such as TAM (Technology Acceptance Model) and SDT (Self Determination Theory)
gives us a perspective on how technology drives consumer engagement. TAM deals with adoption
and acceptance of technology by consumer, which leads to ease of use and effort enhancement. SDT
on the other hand talks about the motivation behind consumer choices without external influence.
Both of these theories show us the path to mobile engagement intention of consumers. Consumer
engagement is a very intricate and challenging issue for companies. This is due to the fact that retention,
involvement, commitment and purpose are very difficult things to be inculcated in a consumer where
the choices and options are very high. Consumer engagement is a psychological process, which
involves dynamism, devotion, interaction and purpose (Van Doorn et al., 2010). Thus, the mobile
technologies offer vast opportunities for users’ interaction (Alhammad & Gulliver, 2014). For the
present study, consumer engagement is defined as the intensity with which a consumer participates
in an organisation’s offerings and activities, which either parties initiate (Vivek et al., 2012). We
further our research by suggesting that digital innovation has led to an exponential rise in consumer
engagement by adding a fun or game part to it.
With the emergence of mobile commerce and new digital technologies such as smartphones the
term “gamification” and its use has become popular practice. The techniques of gamification are
easily transferable from software origins to the world of business. Gamification is at a nascent stage
but is growing rapidly day by day. The challenge of consumer engagement makes companies integrate
gamification in business processes. This makes the consumer experience more fun, enjoyable and
interactive. It also generates interest in the product, and enhances the behavior of consumer positively,
which facilitates better customer relationship (Kamboj et al., 2018b). Due to this, an increasingly
relevant question comes into the existence that how to optimize the m-commerce to make the successful
launch of business activities (Chang et al., 2017).
From an academic research perspective although numerous companies are considering gaming
in consumer engagement (Gartner Research, 2016) but still there is a retention deficit. There is less
work done on motivation engagement intention of consumers. In addition, consumer’s relational
processing of app engagement through gamification should work upon. There is a lot of work to be
done in the design of game thinking for consumer engagement (Harwood & Garry, 2015). The belief
needs to be created.
The paper focuses on gamification in mobile apps leading to consumer engagement and the
variables associated to it. The theory of TAM and SDT are two main schools of thought in the study of
consumer behavior intention of information technologies. They explain consumer’ behavior intention
and their usage behavior correspondingly, but requires empirical examination (Xue et al., 2017). A
number of driving factors of consumer engagement were identified based on TAM (perceive ease of
use, perceive usefulness) and SDT (convenience and enjoyment) theories, and a conceptual framework
is developed for present research. The study further conceptualizes how consumer engagement through
gamification facilitates customer’s intention to use gamification of mobile apps.
The remaining part of this article is presented as follows. Initially, the concept of consumer
engagement is discussed with relevant literature. After that technology acceptance model and self-
deterministic theory are explained in context of this study, Next methodology is discussed followed
by data analysis and discussion on relevant findings. Lastly, implications are discussed along with
limitation and future research work.
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THEORETICAL BACKGROUND AND HYPOTHESIS DEVELOPMENT
Consumer engagement leads to more involvement, belief and positive image of the brand in the mind
of consumer (Evanschitzky et al., 2012). Engagement deals with cognitive, behavioral and affective
elements of individual experience with brand (Brodie et al., 2011). Thus, it is a multidimensional
construct. In addition, customer engagement can be behavioral manifestation of consumers towards
product or brand. This depends on how involved consumers are with their brand and what are the
motivational drivers. Therefore, to sum up it involves an object (apps), a subject (consumer) and
valence or behavior (Dessart et al., 2015; Hollebeek et al., 2014).
This literature highlights variables influencing consumer engagement behavior leading to
intention of use. Consumer engagement or their participation is based on understanding the needs,
wants and goals of the consumer (Dolan et al., 2016, Kamboj & Rahman, 2017). It is dependent on
how consumer feels and connects to the product and the triggers, which motivates the consumer to
use the product and his interaction with the product and service offerings (Brodie et al., 2011; Kamboj
et al., 2018a, Kamboj &Sarmah, 2018a).
Gamification is the most vastly emerging practice in developing customer engagement. Gabe
Zichermann first employed this term as “the art and science of turning your customer’s everyday
interaction into games to serve your business purposes” (Zichermann & Linder, 2010, p. 11). This
concept got popularity a few years back when industry players realized the benefits of it in consumer
engagement and involvement. Companies to maximize the benefits integrated it with their marketing
activity. Gamification is also seen “as an entertainment system based on technologies, which combine
wireless devices with communication forms” (Lule et al., 2012, p. 34). Hence, it can be looked as a
service mechanism, which facilitates customer interaction and their feedback mechanism that leads
to user behavior and their intentions.
TAM is a model that primarily focuses the perceived features of the technological method (i.e.
perceived usefulness and perceived ease of use) as key variables. TAM was originally proposed for
some general feature in the technology (Davis et al., 1989). Recently, TAM (Technology Acceptance
Model) is mainly use to identify behavior intention regarding the technology and its use (Legris et
al., 2003). TAM is one of the most useful models (Li et al., 2005), and its generalizability is more
than any other technology related model.
Similarly, SDT (Self Deterministic Theory) is a macro theory, which deals with drive behind
the preferences of a customer with no outside influence (Oztuck, 2016). SDT identifies two kinds of
motivation for technology adoption and acceptance. The first one is the inherent need for enjoyment this
is intrinsic to consumer and second is convenience to use, this is extrinsic motivation to a consumer,
but both trigger the involvement with the brand by the consumer. The same leads to awareness and
intention to use. It also builds positive attitude towards the brand. Positive attitude towards the brand
leads to a strong belief about the brand and its offering. Belief in the brand enhances consumer
engagement and leads to loyalty and self-brand connection.
Therefore, by integrating both (TAM and SDT), this paper considers technology and other
variables related to the behavioral attributes of self during conceptual model development. The
proposed conceptual model (Figure 1) emphasizes on the role of gamification in customer engagement,
which in turn leads to intention of use by positive behavior. The variables or antecedents to customer
engagement are perceived ease of use, convenience usefulness and enjoyment.
Perceived Usefulness
This variable perceived usefulness of technology is significant factor influencing customer’s intentions
to accept the new technologies (Kim et al., 2017). It is said that an app is used and retained only when
its usefulness to the consumer is proven. In addition, it is evident that customer expectation from
the mobile apps is constantly rising. This is due to increase of alternatives and technology advances
(Mc lean & Wilson, 2016). Hence, the relevance and usefulness of mobile app is a challenge for
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companies. The extant studies in the literature furthers enhance our understanding of gamification
of mobile apps as it customizes the need and is more relevant in engaging customers (Oghuma et al.,
2016; Yang et al., 2017).
H1: The perceived usefulness of gamification of mobile apps positively influences consumer
engagement.
Perceived Ease of Use

In context of technology, perceived ease of use is largely dependent on the acceptability and usage of
mobile gamification apps. (Delone & Mclean, 2003; Park, 2009). TAM is generally used to know the
significance of why consumers use the technology and how effortlessly they adapt to it. In addition,
the ease regarding an app and its use is associated to the involvement, interaction, has an in-depth
behavioral influence on consumer engagement and affects their behaviour positively.
H2: The perceived ease of use of gamification in mobile apps positively influences consumer
engagement.
Convenience
Convenience of the consumer is key factor on which use of new technology is based (Jaing et al.,
2013). Convenience of time, location of use and the convenience to use mobile phones anytime and
anywhere makes it an essential element in the lifestyle of customers (Kim et al., 2013). There are
five different aspects of convenience mention by Brown (1990). First, service time is convenient is
experience; second, place of use; third, convenience make it easier for firms to finish their tasks,
fourth, product development and customization provides more convenient to the customer and fifth,
execution of services directly to the consumer. Gamification of mobile apps makes it more interactive
and involving to the customer. The level of games helps the customer finish their task. This gives
them satisfaction and develops an attitude towards the product or the brand. The gamification engages
the customer by conveniently and converge their mobile local and social needs. This leads to the
customer engagement, which leads to intention of use.
H3: Convenience of time, location of use and interaction through gamification of mobile apps positively
influences consumer engagement.
Enjoyment
Enjoyment is important for a good consumer experience (Venkatesh et al., 2012). It also gives
contentment with the experience (Hsiao et al., 2016). Existing studies proposes that when the consumer
is unable to find enjoyment in the experience tends to switch to an alternate one (Faiola et al., 2013).
SDT says that intrinsic motivation in the form of fun and enjoyment used to make customers more
engaged and enhance their intentions to use.
Enjoyment is the perceived entertainment, fun relaxation feeling obtained from the use of
technology such as smartphones and its apps (Dholakia et al., 2004; Verhagen et al., 2015). In the
literature, related terms are used that consist of “hedonic gratification” (Xu et al., 2012) and “perceived
playfulness” (Ahn et al., 2007). Verhagen et al. (2011) suggest that enjoyment is an inner feeling
because it provides immediate happiness, regardless of object focused tasks. The emerging new
technologies facilitate more advantages to the people in terms of socialization and their entertainment
(Kamboj et al., 2017). Existing studies has revealed that enjoyment significantly affects consumer
engagement and intentions (Lin et al., 2014; Xu et al., 2012, Yang et al., 2017). Gamification leads to
enjoyment that enhances consumer interaction. Enjoyment through gamification is also an intrinsic
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trigger as it motivates the consumer to use the mobile app. Consumer would not use an app if it does
not appeal to his senses. Enjoyment through gamification leads to interaction and involvement. It also
engages the consumer in a positive way. A consumer wants to use the app more and more, consequently:
H4: Enjoyment in mobile apps through gamification positively influences consumer engagement.
Consumer Engagement and Intention to Use

For the present research, the conceptual framework is proposed to investigate the association between
customer engagement and intention to use so as to study the features of mobile app gamification.
This paper intends to examine gamification in the context of consumer engagement. Consequently,
current study proposes intention to use as a dependent variable. In the literature also, a number of
studies has made use of customer intentions a dependent variable (Sarmah et al., 2017b). Engagement
is considered as a psychological process, which is developed in the consumer by providing a unique
experience, satisfying functional requirements and meeting the social expectation. This builds a
purposive relationship between the consumer and the brand, which turns builds belief in the brand
leading to intention of use. Gamification due to its interactive, fun and convenient keeps a customer
intrigued and involved with the brand. Mobile app gamification satisfies mobile, social and local
needs of consumer (Marsden &Chaney, 2013). The convergence of all the three needs by mobile app
and gamification adding fun element to it ensures a high level of fulfilling customer engagement and
leading to intention of use (Chiu et al., 2014).
H5: Consumer engagement through gamification of mobile apps positively influences their intention
to use.
Figure 1. Conceptual model
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METHODOLOGY
Sample and Data Collection

Data were collected from smartphone users through the survey method. Students from a large university
in India have been considered as sample respondents. University students are usually considered more
techsavvy (Kamboj et al., 2018). They have incorporated several technologies (mobile devices, apps,
computers and the internet) and a range of entertainment options related with these in their everyday
life. Nowadays various technologies are used by students, such as MP3 players, smart phones and
other electronic gadgets to engage themselves on daily basis (Sarmah et al., 2017). Therefore, students
are an appropriate sample for this research.
First, the purpose of this study (i.e., examining consumer perceptions regarding usage of game
related apps in their mobile) was explained to them. The selection of respondents was made based on a
screening question (“Have you ever downloaded or used a mobile game app on your smartphone?”). A
total of 430 questionnaires were distributed among students and 276 usable responses were collected,
with a response rate of 64.18%. In the total student sample (n=276), 142 (51.4%) were male and
134 (48.6%) were females. Out of 276respondents, 169 (61.23%) respondents were between the age
of 18–24 years, 87 (31.52%) between 25 and 30 years and rest 20 (7.25%) above 30 years. Of 276
respondents, 178(64.49%) of students were registered in UG course, 75(27.17%) were in PG courses,
and the rest 23 (8.34%) were in doctoral programme. Out of target sample, the most of respondents,
154 (55.79%) were using Apple i-phone, 87 (31.52%) Samsung, 17 (6.17%) Redmi, 12 (4.35%)
Motorola, and the rest (2.17%) were using any other smartphone.
Additionally, respondents were asked (a) to provide the name of a mobile game app they regularly
used, (b) to describe the mobile game app as being mainly for functional use or enjoyment (1 =
functional, 7= enjoyment), and (c) to state how frequently they mainly used their self-identified
mobile game apps. The majority of mobile games downloaded or played by respondents on their
smartphones were related to candy crush, temple run, bubble shooter and Mario etc. Table 1 reveals
the descriptions about the demographic profile of respondents.
Of the total respondents, 91 stated that they mainly used the mobile game app for a functional
reason (32.97%), while others (185) used it for enjoyment purpose (67.03%). The majority of
respondents used their self-identified mobile game apps about 2-4 times in a week (178, 64.49%),
followed by several times a day (63, 22.83%) and once a day (35, 12.68%). Consequently, they were
asked to answer to several questions concerning time, interactivity, ease of use, compatibility, efforts
and app engagement.
The survey consists of three parts: first screening questions, second, the 25 items with two other
relevant questions, one inquiring respondents (“Which android phone do you usually use?”, “How
much time do you spend to play mobile game app?” etc.), and others connected to their demographic
profile.
Measures
In this study all measures were adapted from prior studies with some modified wording to fit into
the context of mobile app related to games (see Appendix A). For measurement items, all constructs
used a “7-point Likert-type scale” with “Strongly disagree = (1) and Strongly Agree = (7)”.
Four items were adapted from existing studies by Hsu and Lu (2004) to measure perceived
usefulness. Similarly, four items were borrowed from Hsu and Lu (2004) to measure perceived ease
of use. Convenience was measured using three items from Mathwick et al. (2001). Enjoyment was
measured using three items from previous studies (Davis et al., 1992, Wu and Liu, 2007); consumer
engagement was measured using five items from prior studies (Hollebeek et al., 2014, So et al.,
2014); continued intention to use was measured using six items from previous studies (Overby &
Lee; 2006, Ryu et al., 2010).
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Table 1. Demographics of the survey respondents (N=276)
Demographic profile Categories Frequency Percent (%)

Gender Male 142 51.4%
Female 134 48.6%
Age (in years) 18-24 169 61.23%
25-30 87 31.52%
Above30 20 7.25%
Education Undergraduate 178 64.49%
Masters 75 27.17%
Above Masters 23 8.34%
Smartphone is using Apple 154 55.79%
Samsung 87 31.52%
Redmi 17 6.17%
Motorola 12 4.35%
Other OS 06 2 .17%
Mobile game app usage Functional 91 32.97%
purpose
Enjoyment 185 67.03%
Mobile game app usage 2-4 times in a week 178 64.49%
frequency
several times a day 63 22.83%
once a day 35 12.68%
Source: Authors
ANALYSIS OF DATA
The data collected were analyzed with AMOS (20.0) through structural equation modelling (SEM).
Initially, to check the validity and reliability of the scale items used in the present research confirmatory
factor analysis (CFA) was established (Figure 2). Next, assessment of structural model was performed
to establish best model fit. Based on commonly used indicators measurement model was evaluated.
The overall model fit was satisfactory with 545.21 of Chi-Square (χ2) value and df = 256, χ2/df
= 2.13, goodness-of-fit index (GFI) = 0.91, adjusted GFI (AGFI) = 0.90, compare fit index (CFI) =
0.96, normed fit index (NFI) = 0.93, Tucker-Lewis index (TLI) = 0.96 and root mean square error
approximation (RMSEA) = 0.05. All items are loaded on measurement model (Figure 2).
After measurement model fit, construct’s reliability and validity were checked. For all constructs,
the reliability was tested using construct reliability (CR), which is calculated as of squared sum of
factor loadings and total of their error variance (Hair et al., 2006). All values for CR are more than
0.7 indicating satisfactory reliability (Bagozzi & Edwards, 1998).
The findings confirm that all construct’s reliability values are within the cutoff range i.e. CR ≥
0.70 (see Table 2). The standardized loadings for all items are more than 0.5 with the majority being
greater than 0.7. In the measurement model, the factor loading estimates for all items are more than
0.70, thus all items loaded well on their corresponding factors, and consequently confirm convergent
validity.
Table 2 reveals factor loadings of every items, value of average variance extracted (AVE),
reliability estimates for latent constructs of this study. The details are mentioned in the respective
Table 2 below.
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Figure 2. Results of confirmatory factor analysis
Discriminant validity was checked based on the square root of variance extracted for all constructs
and their inter-construct correlations. The square root estimates are above their parallel inter-construct
correlation assessments, therefore supporting the data validity. Table 3 depicts the average values,
standard deviations (SD), inter constructs correlation and the values of square root of AVE.
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Table 2. Test results of internal reliability and validity
Construct Items Internal reliability Convergent and discriminant validity

Factor loadings (CR) (AVE) (MSV) (ASV)
Perceived usefulness PU 1 0.923 0.970 0.891 0.386 0.186
PU2 0.980
PU3 0.981
PU4 0.888
Perceived ease of PEU1 0.814 0.964 0.870 0.288 0.191
usefulness
PEU2 0.961
PEU3 0.965
PEU4 0.979
Convenience CON1 0.914 0.934 0.825 0.151 0.078
CON2 0.920
CON3 0.897
Enjoyment ENJ1 0.929 0.932 0.820 0.204 0.121
ENJ2 0.972
ENJ3 0.808
Consumer CE1 0.971 0.892 0.644 0.386 0.198
Engagement
CE2 0.926
CE3 0.980
CE4 0.850
CE5 0.908
Intention to use INT1 0.904 0.815 0.506 0.167 0.119
INT2 0.913
INT3 0.880
INT4 0.937
INT5 0.895
INT6 0.973
Source: Authors
Table 3. Descriptive statistics and correlation among constructs
Constructs Mean S. D. 1 2 3 4 5 6
1.Perceivedusefulness 4.119 1.657 0.944
2. Perceived ease of use 4.034 1.648 0.537 0.933
3.Convenience 4.048 1.516 0.238 0.388 0.908
4.Enjoyment 4.289 1.548 0.320 0.327 0.185 0.906
5. Consumer engagement 3.994 1.445 0.621 0.491 0.256 0.452 0.803
6. Intention to use 4.064 1.394 0.313 0.409 0.285 0.398 0.302 0.695
Notes: 1. Correlations are significant at the .001 level; 2. The diagonal line of the correlation matrix represents the square root of AVE; 3. off-diagonal
elements are the correlations among constructs.
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Analysis of Structural Model

A structural model facilitates the testing of formulated hypotheses, proposed conceptual model and
their establish associations. The model fit is satisfactory with Chi-Square (χ2) value (587.05), df= 260
and CMIN/df = 2.258. Figure 2 depicts the value of standardized path coefficients of all constructs
in the research model, lines in bold show the significant relationships and lines with dotted explain
unsupported hypotheses or insignificant relationships. In addition, a number of model fit statistics
such as, RMSEA = 0.045, GFI = 0.92, CFI = 0.96, NFI = 0.93, TLI = 0.95were calculated and
found satisfactory. The findings demonstrate that the various indices of model fit satisfy the suggested
standardized values and specify that research model proposed in this research provides a best fit to
the data collected (Fornell & Larcker, 1981).
Testing of Hypotheses
One of the key objectives in the present research is to enhance the understanding regarding how
consumer engagement with a variety of mobile apps related to the games has an impact on consumer’s
intentions of mobile apps and its use. Additionally, this paper also intends to understand about
consumer perceptions regarding different features of mobile apps and services and its impact on
their engagement with smartphone apps specifically related to games. Five out of six hypotheses
were confirmed. The first four hypotheses (H1–H4) affirm that smartphone’s apps characteristics
related to the games (perceived ease of use, perceived usefulness, convenience, enjoyment) positively
influence consumer engagement and H5 specifies that consumer engagement with mobile apps related
to the games resulted in continuous intention to use the apps. To gain insights about which feature
of mobile gamification apps strongly affects consumer engagement, data analysis with SEM depicts
the significant findings, which are shown in Table 4.
Interestingly, mobile gamification apps features for instance perceived usefulness (β= 0.450, p
< 0.001), perceived ease of usefulness (β = 0.150, p < 0.01) and enjoyment (β = 0.252, p < 0.001)
have a significant and positive influence on consumer engagement with mobile game apps. Another
characteristic of mobile game apps (convenience) does not have any significant influence on consumer
engagement. Thus, except H3 all proposed hypotheses were supported. Additionally, findings reveal
that consumer engagement positively affects consumers intentions to use smartphone apps related
to the games (β = 0.362, p < 0.001), see Figure 3.
Common Method Variance

Based on Harman’s single factor test, common method variance (CMV) was assessed using exploratory
factor analysis (EFA). All factors were loaded significantly in EFA, and no single factor was found
to be accountable for more than 50 percent of variance (Chang et al., 2010). Accordingly, common
method variance is not likely to be a main problem with the data (Podsakoff et al., 2003).
Table 4. Hypotheses testing results
S. No Hypotheses Β t-value Results

H1 Perceived usefulness → Consumer engagement 0. 450*** 7.94 Supported
H2 Perceived ease of use → Consumer engagement 0. 151** 2.58 Supported
H3 Convenience → Consumer engagement 0. 046* 0.90 Not Supported
H4 Enjoyment → Consumer engagement 0. 252*** 4.98 Supported
H5 Consumer engagement → Intention to use 0. 362*** 6.05 Supported
Notes: ***p < 0.001, ** p < 0.01, * p < 0.05
Source: Authors
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Figure 3. Results of structural model
DISCUSSION AND IMPLICATIONS
The current research developed a number of hypotheses related to the customer perception of several
features of mobile gamification apps, which are act as antecedents of customer engagement, and
accordingly facilitates their intensions to use gamification apps. Out of all hypotheses proposed, four
were confirmed and only one was unsupported. The findings revealed that three features of mobile
gamification apps are highly associated to consumer engagement (Magrath & McCormick, 2013;
Zhao & Balagué, 2015).
The findings confirmed that perceived usefulness positively have an impact on customer
engagement, therefore support H1. The result is found in line with a previous research Yang et
al. (2017), who also confirm the similar result that perceived usefulness does affect intention and
engagement. Another important feature of mobile gamification apps (perceived ease of usefulness)
is found to have significant and positive influence on customer engagement and consequently leads
to the acceptance of H2. This finding is supported with the earlier study by McLean (2018), which
based on technology-task fit theory ascertained that perceived ease of use affects customer engagement
with mobile commerce apps. Whereas other conceptually identified feature of mobile gamification
apps i.e. convenience found to be insignificant with regards to customer engagement, accordingly
unsupported the proposed hypotheses H3. This implied that the mobile apps convenience to the
customers not always resulted into their engagement. There are some other factors too, which may
facilitate their engagement (Yang et al., 2017; Tarute et al., 2017).
Another relevant feature of mobile gamification apps i.e. enjoyment also found to have positive
impact on customer engagement, and hence support H4. The result is supported with the earlier
findings by Mclean (2018) and Yang et al. (2017). It was also found that customer engagement with
mobile gamification apps lead to their intentions to use the apps continuous basis (H5). This is another
important finding of our study, and is lined up with the previous studies by Dessart et al. (2016),
Kim et al. (2013), Nikou and Mezei (2013). Therefore, except H3 all other proposed hypotheses were
supported (Table 4, Figure 3).
Extant research also advocated considerable disparities in the significance of specific features
(for instance functional or hedonic features of mobile devices) derived from the customer’s typology
(Kim et al., 2013). These findings could also be spoken about the fact that mostly smartphone app
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users specified that their frequently used apps were either mobile game apps or social media sites and
their games. Thus, applications of mobile gamification with smartphone apps intend to generate a
social engaged environment, support intentions of mobile users to use those apps – consequently, such
apps are dedicated to the satisfying functional (perceived ease of usefulness, perceived usefulness)
and hedonic needs (entertainment) of customers.
Theoretical Implications
The study gives an empirical understanding of antecedents of customer engagement in gamification
of mobile apps. The limited research has only taken care of customer engagement via mobile apps to
achieve customer engagement. In addition, the research adds to the existing literature in the domain
of marketing via use of TAM and SDT model in terms of gamification of mobile apps and the way
in which it affects the retention and use through customer engagement. The study further added that
gamification leads to positive intentions to use mobile apps continuously.
The research talks about the SDT model, which deals with motivation behind using the mobile
app, gamification satisfies both the internal and external needs of the consumer. Intrinsic need of
enjoyment and fun via gamification elevates the engagement of customer. Enjoyment leads to better
interaction between the customers. It also develops a positive behavior manifestation. Convenience
of time, location of use for mobile app inculcates and triggers motivation extrinsically. The ability to
connect and use the technology anytime anywhere involves and engages the customer positively. The
research suggests that gamification of mobile app gives a highly effective and impactful customer
experience, meets the functional requirements of a consumer and satisfies its social expectations. This
develops a sense of purpose between consumer and the product (apps). This purpose leads the consumer
towards intention of use. Gamification is a mechanism that appeals to all the sore spots mentioned
above and is widely used in all the industries available nowadays as a powerful tool of command,
direction, and motivation of the masses. Mobile app development industry is not an exception.
Practical Implications
This paper provides several implications to the mobile app developing companies. This research
facilitates identifications of various driving factors of customer engagement as an antecedent in
gamification of smartphone apps context. While practitioners had an understanding but there were
a few studies that empirically examined the concept of mobile apps using gamification, specifically
in context of emerging countries like India.
It is evident from the previous research that mobile app developers find it difficult to retain
consumer attention. The consumers have a galore of opportunities and options. Therefore, consumer
retention becomes a challenge for mobile app firms. Our study ensures that gamification of mobile app
leads to ease of use for consumer, which enhances their productivity, performance and effectiveness.
Increase in efficiency leads to positive behavior manifestation towards the apps. Gamification also
increases the interaction between the consumer and the apps. This leads to more involvement and
knowledge about the mobile specific app by a consumer. In addition, perceived usefulness is done
by customizing the preference of consumer. Customized interaction with the apps leads to effort
enhancement and high level of customer engagement.
Companies should now the importance of convenience of gamified mobile app. This influences
the customer engagement, which leads to increase in customer retention towards the app. Convenience
helps the customer use the app anytime anywhere. This leads to positive attitude towards the brand.
This also helps the customer to finish their task easily, which leads to high level of effectiveness.
Convenience also helps the consumer in its execution. Hence, consumers prefer the same to any
alternative choices.
In addition, previous research suggests that mobile apps are used for functional purpose and are
influenced via functional variables, but factor of enjoyment and fun are very useful to connect to
consumers and drive positive behavior. It is seen that enjoyment through gamification of mobile apps
28
helps in initial adoption to mobile app by developing consumer intentions it also helps in usage of
the app routinely by customer. Enjoyment through gamification gives the mobile app and edge over
its competition and helps in retention through high customer engagement.
The research suggests that gamification enhance the customer experience while helping the
customer to finish his tasks anytime anywhere depending on his suitability. This leads to high level
of satisfaction amongst the users of mobile apps as it increases their effectiveness. High customer
engagement is developed as their purpose is achieved which leads to high intention of use over its
competition.
CONCLUSION, SUGGESTIONS AND FUTURE RESEARCH IMPLICATIONS
Recently, mobile apps used as a tool for marketing, most of the companies around globe have
established their own mobile apps with different features, which facilitate more interaction of customers
with company and their engagement. Present study makes an attempt to identifies different features
of mobile gamification apps as an antecedent, customer engagement and its behavioral outcome.
Generalizing the findings of empirical study, conclusion can be prepared that more concentration
should be laid down towards the different features and their usage process of mobile apps. The
customer’s positive perception regarding the use of smartphones and its game apps resulted into high
engagement with the apps. In addition, to make the customers more engaged, the different hedonic
object should be provided to them so as they may facilitates continuous intentions to use mobile
game apps.
There are a few limitations of present study, which are discussed as follows. First, the data was
collected from the smartphone users, who mostly play or use different game related apps on their
smartphones. Further research could make use of different respondents, who use mobile apps for
different reasons (social network sites, e-payments, online booking etc). Second, in this study only
a few important features of mobile apps were considered while proposing conceptual model. Future
research could extend the model with some other relevant features such as perceived social influence,
functionality, design, information quality, ease of access etc. Third, the respondents’ selection was
confined to the student sample in India, whereas smartphone users are penetrated all over the world.
Samples from diverse cultural environment might demonstrate is similar findings. Finally, the
practical use of mobile game apps for numerous different ways and purposes should be encouraged,
particularly in the domain of marketing, given the influence mobile game apps can have on actual
behaviors, beliefs and attitudes of customers.
For future research directions we have to go beyond the gamification of learning and think about
behavioural implications in practices. The features and benefits, given through a user-friendly, mobile
platform, challenges, events and a detailed dashboard for you to view your progress and compare it
with others is definitely what our learners are looking for.
Gamification is popular now, but this is nowhere near the level of popularity the future holds.
Gamification will be about how we think, how we collaborate, and how we co-create a different
way of learning, working and building community. It will be an important way to hold consumers or
stakeholders’ interest and attention in their brand and services.
29
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33
APPENDIX A: MEASUREMENT SCALES
Table 5. Measurement scales
Constructs Items Source

Perceived PU 1 - Learning to use the game app is easy for me Davis (1989), Hsu and
usefulness Lu (2004), Yang et al.
PU 2 - I find it easy to get the game app to do what I want it to do
(2017)
PU 3 - I find the game app to be flexible to interact with
PU 4 - I find the game app easy to use
Perceived ease POU 1- It was easy for me to learn how to play that game using mobile app. Hsu and Lu (2004),
of usefulness Yang et al. (2017)
POU 2 - It was flexible for me to play that game using mobile app.
POU 3 - It was easy to access the game using mobile app.
POU 4 - Using the mobile app would make it easier to play game.
Convenience CON 1 - Playing games from the mobile app is a convenient way to manage Mathwick et al. (2001),
my time. McLean (2018)
CON 2 - Playing games from the mobile app makes me to familiarize with
games.
CON 3 - Playing games from the mobile app fits with my schedule.
Enjoyment ENJ 1 - I find using the mobile game app to be enjoyable Bagozzi and Warshaw
(1992), McLean (2018)
ENJ 2 - The actual process of playing games from the mobile app is pleasant
ENJ 3 - I have fun playing games from the mobile app
Consumer CE 1 - Whenever I have to use mobile game apps, I usually use. Hollebeek et al. (2014),
engagement So et al. (2014)
CE 2 - I am passionate about the mobile game apps.
CE 3 - I love the mobile game apps
CE 4 - I am excited when using the mobile game apps
CE 5 - I am proud of using the mobile game apps.
Intention to INT 1- I think that I would use the mobile game apps in the future. Jones et al. (2006),
use Overby and Lee (2006),
INT 2 - I like to use the mobile game apps.
Ryu et al. (2010)
INT 3 - I tend to leave positive comments about the mobile game apps.
INT 4 - I think the mobile game apps are the best out of all other apps.
INT 5 - I would like to use the mobile game apps in the future.
INT 6 - I would recommend the mobile game apps for my family and
friends.
34
Shampy Kamboj is an Assistant Professor at Department of Management Studies, National Institute of Technology
Hamirpur, Himachal Pradesh (HP). She has completed her PhD research from Indian Institute of Technology (IIT)
Roorkee, Uttarakhand, India. Prior to IIT Roorkee, she has worked as an Asssitant Professor and Programme
leader in Amity School of Business at Amity University, Noida campus. Her research interests are in the area of
Information Systems (IS) and Marketing Management including social media marketing, sustainability, customer
co-creation, service innovation, customer engagement, M-commerce research. Her work on these topics has been
published in a range of leading academic journals including: Journal of Business Research, Asia Pacific Journal of
Marketing and Logistics, Journal of Knowledge Management, International Journal of Information Management,
Internet Research, International Journal of Contemporary Hospitality Management, Online Information Review,
Marketing Intelligence & Planning, Journal of Brand Management, Current Issues in Tourism and many more.
She has received 5th & 6th ADMAA (Amity Directorate of Management & Allied Areas) “Best Researcher Award”
in 18th International Business Conference INBUSH ERA World Summit 2017-2018 at Amity University, Noida.
Shruti Rana works as an Assistant Professor in Amity University Noida campus. She has completed her doctorate
in Business Management and Postgraduate in Marketing & Strategy Management. She is a quality oriented
professional with 15 years of experience in Training, Consulting, Teaching, Research, Marketing and Sales. She has
conducted various MDP’s and completed consultancies of various prestigious companies. Her research interests
are in the area of Marketing including Consumers Behaviour, Sustainability and Strategy. She has attended many
faculty development programs, International and national conferences and workshops of premium institutes. She
has several publications in reputed international journals.
Vinayak A. Drave is currently a Ph.D. Research Scholar in Department of Industrial and Management Engineering
at Indian Institute of Technology Kanpur, India. He is a Management graduate (MBA) in the domain of Operations
and Human Resource and his Bachelor of Science is in Mathematics. His current research revolves around supply
chain strategy and structure of various e-commerce market in the Indian context. He has published a case study
with Ivey Publishing which was featured in Harvard Business Publishing. He has published research papers in
journals of international repute and six international conference papers and one research article in the magazine of
national repute. Apart from his current research assignment, he has experience in the domain of human resources,
operations and strategy, and information technology.
35

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Journal of Electronic Commerce in Organizations

Volume 18 • Issue 2 • April-June 2020

Factors Driving Consumer Engagement and

THEORETICAL BACKGROUND AND HYPOTHESIS DEVELOPMENT

Perceived Ease of Use

Consumer Engagement and Intention to Use

Figure 1. Conceptual model

Sample and Data Collection

Table 1. Demographics of the survey respondents (N=276)

Demographic profile Categories Frequency Percent (%)

Figure 2. Results of confirmatory factor analysis

Table 2. Test results of internal reliability and validity

Construct Items Internal reliability Convergent and discriminant validity

Table 3. Descriptive statistics and correlation among constructs

Analysis of Structural Model

Common Method Variance

Table 4. Hypotheses testing results

S. No Hypotheses Β t-value Results

Figure 3. Results of structural model

DISCUSSION AND IMPLICATIONS

CONCLUSION, SUGGESTIONS AND FUTURE RESEARCH IMPLICATIONS

APPENDIX A: MEASUREMENT SCALES

Table 5. Measurement scales

Constructs Items Source

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