Enhancing Users’ Behavioral Intentions and loyalty via Consumer Brand engagement in Gamified mobile apps: A TAM Model Application

Abstract

Technology advancements and users’ enhanced access to mobile Technology have impelled multinationals to embrace gamification strategies to engage with users. Quite many previous research studies have empirically proved consumer brand engagement as one of the potential outcomes of gamified marketing activities, but still, the focal construct was either studied as a one-dimensional or multifaceted construct (encompassing only three dimensions). Therefore, it has become imperative to focus on the crucial role played by consumer brand engagement in gamified mobile applications context.  The current study aims to investigate the proposed relationships among perceived ease of use, perceived usefulness, consumer brand engagement, behavioral intention to use, and customer loyalty in the context of gamified mobile applications. The Technology Acceptance Model (TAM) has been employed. The proposed hypotheses were empirically tested by evaluating the data collected from 200 respondents. Structural Equational Modelling via AMOS software was used for analyzing the collected data. Results confirm that both perceived usefulness and perceived ease of use significantly influence consumer brand engagement concepts and subsequently also positively influence intention to use the mobile app in question. At the end after the discussion section implications have been proposed to conclude the study.