游戏化应用互动性对移动APP用户持续使用意愿的影响——感知一致性的调节作用

The Impact of Interactivity of Gamified-application on the Continued Use Intention of Mobile APP

游戏化作为新的营销方式已在许多移动APP上得以广泛应用。本文探讨游戏化应用的互动性(包括人机互动性和人际互动性)对移动APP用户持续使用意愿的影响,并研究感知趣味性的中介作用和感知一致性的调节作用。结果显示,移动APP中游戏化应用的人机互动性和人际互动性对感知趣味性产生正向影响,感知趣味性正向影响移动APP用户持续使用意愿,而感知一致性负向调节感知趣味性和移动APP用户持续使用意愿的关系。

Gamification has been widely used in various industries and many mobile applications use it to improve the continued use intention. This paper explores the influence of interactivity ( including Human-Computer Interaction and Interpersonal Interaction ) between gamified-application and mobile APP and the influence of perceived playfulness and perceived congruity. The result shows that the interaction ( including Human-Computer Interaction and Interpersonal Interaction ) has positive effect on perceived playfulness. Perceived playfulness has positive effect on the continued use intention of mobile APP. Finally, perceived congruity will play a negative role in the relationship between perceived playfulness and mobile APP.