心流体验影响下用户持续使用企业APP的意愿

企业APP作为移动互联时代与用户沟通的重要工具已日益受到重视。本文把游戏化设计理念嵌入企业APP流程设计后,研究对用户所产生的游戏化感知能否影响心流体验,并提升持续使用企业APP的意愿。研究结果表明:在用户游戏化感知的四个维度中,除感知易用性外,感知新奇性、挑战性和社交性对持续使用意愿均有显著影响;感知新奇性和挑战性正向影响心流体验,感知社交性部分影响心流体验;心流体验对提升持续使用意愿有显著影响。基于研究结果,本文提出在企业APP流程设计中通过嵌入游戏化设计理念,能激发新奇性、挑战性和社交性感知并影响用户心流体验,通过社交互动为用户提供专业化和个性化企业服务,可提升用户持续使用企业APP的意愿。

In the era of mobile Internet,as a new communication tool between enterprises and users,Apps has been paid more and more attention.This paper mainly studies whether the user’s gamification perception can affect their flow experience,and improve the willingness of users to continue to use the enterprise Apps,when the game design concept is embedded in the process design of enterprise Apps.The results show that among the four dimensions of user gamification perception,perceived novelty,perceived challenge and perceived sociability have significant effects on users’willingness to continue using.Perceived novelty and perceived challenge positively affect flow experience,while perceived sociability has a partial effect on flow experience.The flow experience of users has a significant impact on their willingness to continue using.Based on the research results,this paper believes that embedding gamification design concept into the process design of enterprise APPs can stimulate novelty perception,challenge perception and social perception,and improve users’flow experience.Through social interaction,we can provide users with professional and personalized enterprise services,which can enhance users’willingness to continue using enterprise Apps.