Impact Of Gamification Elements On User’s Intention To Disclose Privacy In Enterprise Mobile App

As digital factors gradually become the new engine of business growth,enterprises begin to build user database around their businesses in various ways.Enterprises widely favor APPs,offering unparalleled operability,directness,and efficiency for accessing data.Alas,the unrestrained acquisition and exploitation of information by certain enterprise APPs have not only prompted the government to introduce laws and regulations,but also led to the continuous increase of privacy concern,which undoubtedly limits the space for enterprises to explore data value.Therefore,it is very important for enterprises to use marketing strategy to promote users to make privacy disclosure decisions under legal conditions.Gamification,a potent marketing stratagem,has been extensively adopted by enterprises to transform user mindsets and behaviors.According to the insight into the real world,some enterprise APPs are trying to add gamification elements in the context of obtaining private information,hoping to use gamification to improve user experience,thus affecting their intention to disclosure privacy.In recent years,marketing scholars has paid more and more attention to gamification elements and mechanisms.However,most of the research focuses on the willingness to participate,willingness to buy,brand attitude and other fields,but lacks attention to privacy situations.At the same time,the phenomenon of "privacy paradox",which is the attitude of network users towards privacy and disclosure decisions may be inconsistent or even irrelevant,appears in the online network environment.So it is necessary to carefully consider the observation variables and boundary conditions in the process of privacy disclosure decision-making.Therefore,this paper discusses whether the gamification elements in the privacy context in APP will have a substantive impact on the user’s willingness to disclose privacy,which has strong practical significance and theoretical value.This study mainly clarifies the relevant concepts and theoretical connotation of gamification and privacy disclosure through systematic carding.On the basis of reviewing previous relevant research results,it selects the appropriate research paradigm based on the research background of this paper,and proposes the theoretical model of this study through hypothesis deduction.In addition,this paper adopts the experimental method to verify the model,that is,two scenario experiments are designed according to the characteristics of enterprise APP:Experiment 1 directly tests the main effect of whether there are game-based elements on privacy disclosure intention;The second experiment verified the mediating effect of perceived income and the moderating effect of regulatory focus.According to the empirical results,this paper draws three research conclusions: First,compared with non-gamified elements,gamification elements can better enhance users’ willingness to disclose privacy;Second,perceived benefits plays a mediating role in the influence of gamification elements on the intention to disclose privacy;Third,regulatory focus moderate the impact of gamification elements on perceived benefits.Among them,the promotion focus oriention in the game-based elements produced higher perceived income,while the individuals who have prevention focus orientation in the gamification elements produced no significant difference in perceived benefits.To sum up,this study mainly discusses that how gamification elements influence users’ intention to disclose privacy in the context of digital APP,and explores the moderating effect of regulatory focus on perceived benefits.From the perspective of research,on the one hand,this study is conducive to expanding the research perspective of gamification elements and privacy disclosure,and enriching the empirical research of gamification elements;On the other hand,it also provides a more effective boost strategy for enterprises to help enterprise APP improve users’ intention to disclose privacy.