Aperte o play! A gamificação no comportamento de uso de aplicativos de serviços.

Abstract

In recent years, gamification has gained strength in the implementation of strategic means linked to marketing, such as playful elements and mechanics familiar to games, in order to boost user involvement in their products and services. Thus, the present study aimed to analyze how gamification strategies have an impact on user engagement in digital service applications. From a structural equation modeling with estimation by partial least squares, the research included the application of an online questionnaire with the target audience (gamified app users), obtaining a sample with 109 respondents. The results showed that the performance expectation, social influence, intention of use and use positively affect the behavioral intention of using gamified platforms, as opposed to facilitating conditions and effort expectation. This study contributes to greater understanding and improvement of research related to the effectiveness of gamification in mobile applications, in order to advance in the application of new strategies capable of understanding the perceptions of its consumers, effective in providing functionalities and stimulating experiences.