Research On The Influence Of Gamification Elements On The User's Continuous Intention Of Mobile Reading APP

On the basis of the rapid development of mobile reading and the continuous expansion of the market scale,the competition between mobile reading apps is becoming increasingly fierce.In this state of fierce competition,mobile reading app also faces the problems of frequent user transfer and loss,low user stickiness and so on.Gamification can bring game like experience to users,affect users' cognition,emotion and behavior,guide users to interact with the system,and improve users' engagement.When mobile reading app is faced with the dilemma of low retention rate and weak continuance intention,gamification provides a new way to deal with it.Taking Wechat reading APP as the research object,this thesis explores the influence mechanism of gamification elements on users' continuance intention under the mobile reading situation.According to the research purpose of this thesis,based on S-O-R theory,selfdetermination theory,perceived value theory and information system continuous use model,this thesis constructs the influence model of game elements on mobile reading app users' continuous use intention.The model takes S-O-R theory as the framework and gamification elements as the stimulus source(S);divides the user's perceived intrinsic and extrinsic motivation satisfaction(O)into perceived competence,perceived relatedness,perceived autonomy,perceived cost and perceived usefulness;and takes the user's continuous use intention as its approach response(R).In the part of empirical analysis,based on the 334 valid questionnaires collected,through the use of SPSS22.0 and Smart PLS3.0 data analysis software,partial least squares method is adopted to build the model,and the research hypotheses are verified.The results show that mobile reading app users' continuance intention is affected by users' perceived intrinsic and extrinsic motivation satisfaction,among which perceived competence,perceived autonomy and perceived usefulness have a positive impact on users' continuance intention,perceived cost has a negative impact on users' continuance intention,while perceived relatedness has no significant impact on users' continuance intention.At the same time,gamification element leaderboard positively affects users' perceived competence and autonomy,gamification element team positively affects users' perceived relatedness and autonomy,gamification element avatar positively affects users' perceived autonomy,gamification element reward negatively affects users' perceived cost.This thesis has two contributions: First in theory,combined with S-O-R theory,selfdetermination theory,perceived value theory and information system continuous use model,this thesis constructs the influence model of user's continuance intention in gamification based mobile reading situation,explores the influence mechanism of different game elements,expands the research field of gamification,and enriches the empirical research of gamification;Second,in practice,the results of this thesis can give some insight for mobile reading applications and the related companies in the design of gamification.