Research on the Impact of Gamification Application Interaction on B2C Mobile’s Continued Using Intention

Abstract

Gamification as a new marketing method has been widely used on many B2C mobile terminals. This article explores the impact of gamification application interactivity on the continued using intention of B2C mobile users. The results show that the human-computer interaction of the gamified application on the B2C mobile terminal has a positive impact on the cognitive, emotional, and behavioral dimensions of customer engagement; the interpersonal interaction of the gamified application on the B2C mobile terminal has a positive impact on the cognitive, emotional, and behavioral dimensions of customer engagement; the emotional and behavior dimensions of customer engagement have a positive impact on the continued using intention of B2C mobile users. The research takes multi-dimensional customer engagement as the starting point, enriches the relevant theories of B2C mobile users’ continued using intention, and provides effective theoretical guidance for B2C mobile terminals to improve the interactivity of gamification applications from the perspective of customer engagement.