Research On The Effect Of Gaming Elements On Users' Quantified Willingness To Continue To Participate

With the continuous development of big data,more and more people began to participate in the activities of quantifying themselves,and began to pay close attention to the monitoring data closely related to their own health,so as to control themselves.Such as exercise steps,sleep quality,blood sugar and blood pressure,daily bills,etc.With the gradual development of the concept of great health and the continuous improvement of human living standards,quantifying self plays an important role for both enterprises and customers.However,the APP that quantifies self also exposes some problems,such as single function,lack of innovation and serious homogenization.At the same time,more and more users can't participate in the activities of quantifying themselves for a long time because of inertia or interference of external conditions,which may hinder the survival and development of enterprises and communities.Therefore,how to make users continuously participate in activities to quantify themselves is extremely urgent.In order to ensure users' continuous participation in quantitative self,and in view of the contradictory reality of continuous technological innovation of products and consumers' short-term participation in quantitative self,some creators began to apply gamification to attract users' continuous participation in quantitative self-activities.For example,the We Chat movement uses the user with the first number of steps to seize the cover of the circle of friends;Keep issues medals and exchanges offline rewards to users who insist on exercising and punching cards every day;NIKE community will hold shoe DIY activities,attracting a large number of NIKE shoe fans to design their own perfect shoes,and the winners will have the opportunity to get the latest shoes.In fact,the application of gamification is the use of gamification elements.How to arrange and organize these elements so that users can continuously participate in the activities of quantifying themselves is a problem that enterprises should focus on.Keywords: quantify self;gamification element;sustained willingness to participate.In this paper,the relationship model between gamification elements and users' willingness to quantify self-sustaining participation is constructed.Based on gamification theory and flow theory,the relationship model between gamification elements,flow experience,users' willingness to quantify self-sustaining participation and the type of quantified self-APP is constructed.The influence of gamification elements on users' willingness to quantify self-sustaining participation and the mediation and adjustment process are discussed.In this paper,questionnaire survey,literature reading,statistical analysis and other methods were used to collect the questionnaires of 298 sample users and analyze the data.Game-based achievement elements,game-based social elements and game-based immersion elements are taken as independent variables,users' willingness to participate continuously in quantitative self is taken as dependent variable,and flow experience is taken as intermediary variable.Meanwhile,the moderating effect of APP type of quantitative self is analyzed.It is found that different types of gamification elements have significant positive effects on users' continuous participation in quantitative self-activities.Gaming immersion elements,gamification social elements and gamification achievement elements positively influence users' willingness to quantify self-sustained participation.In addition,the flow experience partially mediates the positive effects of various gamification elements on users' willingness to participate in quantitative self-sustainability,and it partially mediates between gamification immersion elements and users' willingness to participate in quantitative self-sustainability,between gamification achievement elements and users' willingness to participate in quantitative self-sustainability,and between gamification social elements and users' willingness to participate in quantitative self-sustainability.Quantifying self-APP types regulates the relationship between gamification elements and user flow experience.This study is not only helpful to promote the related research of gamification elements in theory,but also helpful to stimulate the innovation of enterprises in reality to attract users to participate in activities to quantify themselves continuously.