SANTANA, A. A. V.; http://lattes.cnpq.br/5181418949099242; SANTANA, Antonia Aritha Valcaci.
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.