Can Gamification Increase Users' Continued Use Intention of Fitness App? Compare the Effectiveness of Intrinsic and Extrinsic Game Elements

遊戲化能否提升用戶對健身app的持續使用意願？比較內在和外在遊戲化元素的有效性

謝佩珊(Pei-Shan Hsieh)；馮文婷(Wenting Feng)；涂榮庭(Rungting Tu)

Gamification ； Fitness app ； Usage behaviors ； 遊戲化 ； 健身應用程序 ； 使用行為

資訊管理學報

29卷3期（2022 / 07 / 31）

277 - 301

英文

Many fitness app developers have gamified the service delivery process, aiming at making users more engaging and loyal. Nonetheless, the existing research provides ambivalent evidence on the effectiveness of gamification in fitness apps. We argue that various game elements may trigger different types of motivation, rendering different impacts on users' usage. Drawing an inference from Self-Determination Theory, we categorize game elements as two types, intrinsic and extrinsic, and examine their influence on usage behaviors and loyalty. Results from a field experiment indicate that compared with extrinsic game elements, intrinsic ones can increase users' usage and continued use intentions more effectively.

許多健身應用程序開發人員透過將服務傳遞過程遊戲化，讓用戶更具參與度和忠誠度。儘管如此，現有研究對於健身應用程序中遊戲化的有效性提出了矛盾的證據。我們認為，不同的遊戲元素可能會觸發不同類型的動機，從而對用戶的使用產生不同的影響。從自我決定理論推斷，我們將遊戲元素分為內在和外在兩種類型，並驗證這兩種類型的元素對使用行為和忠誠度的影響。田野實驗結果表明，與外在遊戲元素相比，內在元素可以更有效地增加用戶的使用和持續使用意圖。

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