Goal-setting Theory (Gst) and Gamification Relationship in Increasing Mobile Fitness Apps Engagement: A Conceptual Discussion

Abstract

Purpose- The main purpose of this paper is to propose a research model conceptual through the extension study of goal-setting theory (GST) and gamification on mobile fitness app user engagement among Malaysian millennial group. This paper is discussed the justification of goal-setting theory (GST) and gamification in supporting engagement relationships. Methodology- This paper proposed a quantitative method in determine the relationship between independent and dependent variables of engagement behavior. It also used a cross-sectional design because the data will be collected in a short period of time. Findings- The finding of this paper is expected to support the justification of goal-setting theory (GST) and gamification in explaining the user engagement relationship. It also enriches the knowledge of goal-setting theory (GST) and gamification in body of literature. Practical Implication- A further studies should be given to the goal-setting theory (GST) and gamification in order to enhance the user engagement on mobile fitness app especially for Malaysian Millennial Group. Social Implication- By studying goal-setting theory (GST) and gamification in mobile fitness app engagement context, it will promote a healthy and fitness lifestyle among Malaysian millennial group that also can contribute to healthy lifestyles practice in social community.