Research On The Influencing Factors Of User's Continuous Use Behavior In Gamified Green Information System

In recent years,due to the rapid development of information technology and Internet technology,enterprises have a new way to fulfill their environmental responsibility.In 2016,Alipay APP launched an "Ant Forest" application.Its appearance overturned the previous business models.This is the innovative practice of the green information system at the user's personal level.At the same time,the application is integrated into the game design.Therefore,once the introduction is launched,it will be extremely hot.What is the reason behind this popularity?This paper takes Ant Forest as the research object,and explores what factors affect the user's continuous use behavior of gamified green information system,which is to find out the reasons for the popularity of Ant Forest.On the basis of reviewing the relevant literature at home and abroad,combining the characteristics of the research object,based on the theory of rational behavior and planned behavior,and referring to the relevant models of information system and gamificaion,this paper constructs the user's continuous use behavior model of Ant Forest.It assumes that habits play a negative moderating role in the influence of willingness on behavior.At the same time,it considers that the gamified elements of ant forest positively affect users'perceptual entertainment and perceptual interaction.Users' perceptual interaction,perceptual entertainment,environmental responsibility and social impact all have a positive impact on the Willingness to Continue Use,and perceived cost negatively affects the Willingness to Continue Use.Through questionnaire data collection and empirical analysis,the final results show that users with different basic demographic characteristics except gender have significant differences in their perception of continuous use behavior.All assumptions are valid,but the impact of perceived interaction and social impact on the willingness to continue use is weakly significant.The impact coefficient of environmental responsibility on the willingness to continue use is the strongest,which indicates that people's intrinsic motivation has the greatest impact on the willingness to act,and it is also found that habits can negatively regulate the willingness to predict behavior.At present,the research on green information system is mostly aimed at the enterprise level of green information system,lack of research on the individual level of green information system,as well as the integration of green information system and game research,this paper hopes to provide some theoretical reference.At the same time,some management suggestions are given:first,enterprises provide products and services,the most important thing is to satisfy consumers'inner demands,enhance user experience,and let users' intrinsic motivation drive consumer behavior;second,enterprises cannot ignore the impact of habits on users;third,the use of gamified elements in business models can better attract users.