Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior
SUSTAINABILITY, vol.15, no.13, pp.1-17, 2023 (SCI-Expanded, SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 15 Issue: 13
- Publication Date: 2023
- Doi Number: 10.3390/su151310506
- Journal Name: SUSTAINABILITY
- Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Aerospace Database, Agricultural & Environmental Science Database, CAB Abstracts, Communication Abstracts, Food Science & Technology Abstracts, Geobase, INSPEC, Metadex, Veterinary Science Database, Directory of Open Access Journals, Civil Engineering Abstracts
- Page Numbers: pp.1-17
- Çukurova University Affiliated: Yes
Abstract
In today’s competitive environment, stimulating and maintaining customer engagement
through gamified apps seems essential for gaining a sustainable competitive advantage. Consequently, gamification in marketing apps has garnered increased attention from companies interested
in exploring how gaming processes and experiences can be utilized to create more engaging digital
platforms. The objective of this study is to examine how consumer experiences and satisfaction with
mobile gaming apps influence their purchase intentions and propensity to participate in word-ofmouth (WOM) communication. A total of 351 study participants who have used gamified mobile
apps completed an online survey. The study results indicate that user experience with the gamified
mobile apps has a positive influence on consumers’ perceived value and satisfaction. Furthermore,
perceived value and satisfaction mediate the relationships between gamified mobile app experience and marketing outcomes, specifically purchase intentions and WOM communication. The
implications for sustainable behavior are also discussed.