Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective
Open accessAbstract
Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention.
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Lin et al. (2022) report that gamification elements positively influence perceived playfulness and customer engagement.
“Lin et al. (2022) report that gamification elements positively influence perceived playfulness and customer engagement, suggesting that users are more likely to immerse themselves in tasks when interactive and motivational features are present (Israfilzade, 2021, 2025a).”
From An Experimental Analysis of Gamification’s Impact on Customer Engagement and Retention in Subscription-Based Business Models (2026) · cites this paper as Lin et al. (2022)
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- Authors
- Lin, C.-W., Chien, C.-Y., Ou Yang, C.-P., & Mao, T.-Y.
- Affiliations
- Chaoyang University of Technology (TW)
- Department of Business Administration, Chaoyang University of Technology, Taichung City 413, Taiwan
- Corresponding author
- Mao, Tso-Yen
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2022-12-29
- Volume
- 15
- Issue
- 1
- Pages
- 589
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W4313409456
- Cited by
- 22
- References
- 68
- Citations by year
- 2026: 9 · 2025: 8 · 2024: 5
- FWCI
- 4.95
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Psychology › Developmental and Educational Psychology › Educational Games and Gamification
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Games and Media
- Keywords
- gamification, sustainable consumption, customer engagement, perceived playfulness, consumer attitudes, behavioral intention, technology acceptance model, customer loyalty, app marketing
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