Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective.
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| Title: | Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective. |
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| Authors: | Zhang, Lin (AUTHOR), Shao, Zhen (AUTHOR), Chen, Bin (AUTHOR) |
| Source: | International Journal of Human-Computer Interaction. May2026, Vol. 42 Issue 9, p6716-6732. 17p. |
| Subjects: | Gamification, Self-efficacy, Perceived benefit, Electronic commerce, Consumer behavior |
| Abstract: | How to effectively implement commercial gamification in digital commerce has become crucial in both academic research and marketing practice, with increasing attention directed towards immersion-based gamification. Drawing upon the task-technology fit framework, we developed a theoretical model to examine the joint influences of immersion-based gamification (technology characteristic), game task modularity (task characteristic), and self-efficacy (individual characteristic) on consumer perceived value, which subsequently affect behavioral intentions. We conducted an experimental study to test the research model and found that (1) immersion-based gamification has a significant dominant impact on consumer perceived value, thus facilitating consumer use intention and purchase intention towards gamified systems; (2) the effectiveness of immersion-based gamification depends on game-task modularity and self-efficacy. This study contributes to the human-computer interaction literature and gamification research by theoretically and empirically explicating the interaction influences of gamification, task characteristics, and user characteristics on consumer perceived value and desired consumer behavioral intentions. [ABSTRACT FROM AUTHOR] |
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| Database: | Psychology and Behavioral Sciences Collection |
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