Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective

How to effectively implement commercial gamification in digital commerce has become crucial in both academic research and marketing practice, with increasing attention directed towards immersion-based gamification. Drawing upon the task-technology fit framework, we developed a theoretical model to examine the joint influences of immersion-based gamification (technology characteristic), game task modularity (task characteristic), and self-efficacy (individual characteristic) on consumer perceived value, which subsequently affect behavioral intentions. We conducted an experimental study to test the research model and found that (1) immersion-based gamification has a significant dominant impact on consumer perceived value, thus facilitating consumer use intention and purchase intention towards gamified systems; (2) the effectiveness of immersion-based gamification depends on game-task modularity and self-efficacy. This study contributes to the human-computer interaction literature and gamification research by theoretically and empirically explicating the interaction influences of gamification, task characteristics, and user characteristics on consumer perceived value and desired consumer behavioral intentions.