Examining the impact of gamification on intention of engagement and brand attitude in the marketing context

作者：

Highlights：

• Perceived usefulness positively influences intention to engage with the game.

• Perceived usefulness positively influences attitude towards the gamified brand.

• Perceived enjoyment is the strongest predictor to intention of engagement.

• Perceived enjoyment is a strong predictor to brand attitude.

• Perceived social influence positively influences consumers' brand attitude.

摘要

•Perceived usefulness positively influences intention to engage with the game.•Perceived usefulness positively influences attitude towards the gamified brand.•Perceived enjoyment is the strongest predictor to intention of engagement.•Perceived enjoyment is a strong predictor to brand attitude.•Perceived social influence positively influences consumers' brand attitude.

论文关键词：Gamification,TAM,Brand attitude,Engagement

论文评审过程：Received 21 December 2016, Revised 29 March 2017, Accepted 31 March 2017, Available online 3 April 2017, Version of Record 7 April 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.03.066