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Can Gamification Define Consumers’ Response Toward Brands? Examining the Impact of Gamified Health and Fitness Applications on Purchase Intention

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Book cover Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

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Abstract

The ultimate goal of any brand is to get positive responses from customers both emotionally and behaviorally for its marketing activities. This study examined how gamified interactions on health and fitness applications impacted consumers’ purchase intentions and assessed the role of positive emotions and brand engagement in developing this relationship. Data were collected from users of health and fitness apps through a self-administered questionnaire and analyzed using partial least square structural equation modeling technique. The findings suggest a strong indirect relationship between gamification and purchase intention. The study also found positive emotions and brand engagement to be significant sequential mediators of the gamification-purchase intention relationship.

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Author information

Authors and Affiliations

  1. Indian Institute of Management, Kashipur, India

    Abhishek Yadav

Authors
  1. Abhishek Yadav
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Corresponding author

Correspondence to Abhishek Yadav .

Editor information

Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

Appendix 1

Appendix 1

Constructs

Items

Gamification

(a) Using this app is enjoyable

(b) The app is informative

(c) This app is interactive

(d) I enjoy the time I spend on the app and I feel very comfortable using it

(e) This app is friendly

Positive emotions

Think about how you felt while using the app

(a) Inspired

(b) Determined

(c) Attentive

(d) Active

Brand engagement

(a) I feel very positive when I use the app

(b) Using products of this brand makes me happy

(c) I feel good while using the app

Purchase intention

(a) I am likely to purchase this brand’s product

(b) I have high intentions to purchase products of this brand

(c) I will purchase this brand’s product

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Yadav, A. (2022). Can Gamification Define Consumers’ Response Toward Brands? Examining the Impact of Gamified Health and Fitness Applications on Purchase Intention. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_16

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