Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such greater loyalty. This paper investigates the relationship between gamification, attitude, and behavioral intention. Using Starbucks branded app tool, this study aims to identify influencing factors of from gamification perspective (achievement, challenge, rewards) on engagement, perceived playfulness, behavior. The Technology Acceptance Model Mechanics Dynamics Emotions were employed, using playfulness intrinsic motivation Model. subjects 581 customers Taiwan who have used app. primary data gathered test hypothesis propose model. findings showed game elements positive influence engagement playfulness. Gamification positively enhances creates joyful emotion sustainable consumption. Thus, element affects subsequent behaviors, attitude