Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The effects of game mechanics on user retention in using social live streaming services

The effects of game mechanics on user retention in using social live streaming services Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.Design/methodology/approachThis study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.FindingsThe results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.Originality/valueDriven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The effects of game mechanics on user retention in using social live streaming services

Download PDF
26 pages

Loading next page...
 
/lp/emerald-publishing/the-effects-of-game-mechanics-on-user-retention-in-using-social-live-UJP8eJkeG4

References (116)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-10-2023-0562
Publisher site
See Article on Publisher Site

Abstract

Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.Design/methodology/approachThis study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.FindingsThe results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.Originality/valueDriven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Sep 3, 2024

Keywords: Gamification; Social live streaming services; Mechanics-dynamics-aesthetics (MDA) framework; Enjoyment; User retention; Uses and gratifications 2.0 theory (UGT 2.0)

There are no references for this article.