UNIVERSITY OF ECONOMICS OF HOCHIMINH CITY

BUSINESS SCHOOL

REPORT SUBJECT:
BUSINESS RESEARCH METHODOLOGY

Instructor: Lê Nhật Hạnh

Student: Trương Khánh Huyền
Student ID: 31211020482
Class ID: 22C1MAN50214902

TP Hồ Chí Minh, ngàY 5 tháng 1 năm 2023

 UNIVERSITY OF ECONOMICS
BUSINESS SCHOOL

REPORT:
THE ROLE OF GAMIFICATION
ON BRAND LOVE AND BRAND LOYALTY
UNDER THE CONTEXT OF MOBILE APPS

Instructor: Lê Nhật Hạnh

Class ID: 22C1MAN50214902
Student: Trương Khánh Huyền
Department - Class: K47 - ADC02
Student ID: 31211020482

TP Hồ Chí Minh, ngày 5 tháng 1 năm 2023

List of abbreviations
List of tables

List of figures

Abstract:

CHAPTER 01: INTRODUCTION 1

1.1. Research background and statement of the problem 1
1.2. Research objectives 3
1.3. Subject and scope of research 3
1.4. Research method 3
1.5. Research contribution 4
1.6. Research structure 4

CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 5

2.1. Gamification 5
2.2. Perceived value of Gamification with mobile apps 5
2.3. Prior relevant studies 7
2.4. Research framework and hypothesis development 12
2.4.1. Stimulus-Organism–Response (SOR) framework 12
2.4.2. The influence of the Perceived value of Gamification on satisfaction and brand love 12
2.4.3. The influence of Gamification on brand loyalty, WOM, and app rating 15
2.5. Summary 16

CHAPTER 3: RESEARCH METHOD 17

3.1. Research process 17
3.2. Measurement scale 17
3.3. Questionnaire design 21
3.4. Sample and data collection 21

REFERENCES
 List of abbreviations
SOR: Stimulus - Organism - Response
GM: Gamification
SEM: Searching Engine Marketing
CAGR: Compounded annual growth rate
WOM: Word-of-mouth
fs/QCA: Fuzzy-set qualitative comparative analysis
PI: Purchase intention
CL: Customer loyalty
eWOM: Electronic word-of-mouth
NRC: Nike Run Club
MDA: Mechanics–Dynamics–Aesthetics

List of tables
Table 2.1. Definitions and examples of sub-dimensions of the perceived value of Gamification

Table 3.1. Measurement scale

List of figures
Figure 2.1. Research model of Pedro Torres, Mário Augusto, Cristiana Neves, 2021

Figure 2.2. Research model of Mohammad Fahmi Al-Zyoud, 2020

Figure 2.3. Research model of Paula Brian, Isabel Buil, and Sara Catalan, 2021

Figure 2.4. Research model of Hsi-Peng Lu and Hui-Chen Ho, 2020

Figure 2.5. Research model of Nannan Xia, Juho Hamari, 2020

Figure 2.6. Research framework and hypothesis

Abstract:
Organizations are increasingly making use of gamification to enhance marketing outcomes.
However, more research into mechanisms by which the perceived value of gamification
influences those outcomes are needed. Drawing on the SOR framework, this study investigates
how perceived values of gamification might foster positive marketing outcomes. Data from 300
users of a mobile gamified app were analyzed using partial least squares regression. The results
are expected to show that 5 perceived value of gamification positively influences satisfaction and
brand love, through which strengthening brand loyalty, WOM, and app ratings. Finally, this
study provides a number of theoretical and practical implications that can help developers design
more effective gamified mobile apps.
Keywords: Gamification, Mobile apps, Brand love, Brand loyalty, perceived value, satisfaction,
word-of-mouth.
 1

CHAPTER 01: INTRODUCTION

1.1. Research background and statement of the problem
Over the last few years, gamified activities have been adopted widely for varied purposes: from
offline activities such as education to online platforms like e-banking. For business, it is reported
that 70% of global 2000 companies use gamification in some way (Elsie Boskamp, 2022).
Online game design elements have been increasingly witnessed to be used as a marketing tool
in customer relationship management to promote consumer behavior, such as consumer loyalty
(Hofacker, 2016). This phenomenon is termed gamification and implies attempts to make non-
game products and services more game-like (Huotoari 2017). With the recent outburst of
Gamification, the Gamification market was valued at 10,19 billion USD in 2020 and is expected
to rise to 38,42 billion USD in 2026 with an annual Compounded Annual Growth rate (CAGR)
of 25,1% (according to Mordor Intelligence).
In Vietnam, the market value of Gamification skyrockets from 4,91 billion USD (2016) to
11,94 billion in 2021 (according to Statista). Especially in e-Commerce platforms with familiar
brands, particularly Shopee with the ball game, farm games, and UFO catcher,... Tiki with
Snatching the soul, Astra coins,.. In Finance, especially Fintech, one of the most prominent
brands is Momo with lots of interesting Gamification activities: annual lucky money in Tet,
MoMo city,..
Gamification is proven to be positively linked to brand loyalty in recent research (Hwang and
Choi, 2020), brand attitude (Yang et al.2017), and brand love (Hsu and Chen, 2018). However,
for the sake of being used as an e-marketing tool to boost outcomes, more research is needed to
investigate the relationship between gamification and its marketing outcomes (Koivisto and
Hamari, 2019). Therefore, it is important to understand which dimensions of the perceived value
influence brand outcomes to guide the future use of gamification in marketing. Previous research
has reinforced the importance of having a comprehensive understanding of how to design game-
like experiences to carry out gamification successfully; however, knowledge about this
phenomenon is still insufficient (Morschheuser et al, 2018). Few studies have figured out the
mediating variables which modifies consumer behavior in response to gamification (Hwang and
Choi 2020). A study in 2018 focused on the role of brand love ịn gamification and suggested that
the effect of satisfaction on brand loyalty and word-of-mouth (WOM) is fully medicated by
brand love (Hsu and Chen,2018). Nevertheless, the combinations of conditions that result in
brand loyalty can differ from configurations leading to positive WOM. WOM can be seen as less
important than Brand love. Positive WOM might occur without brand love. Different value
 2

dimensions can act as complements or substitutes. Up to date, few research focusing on

gamification has employed this perspective using a configurational approach.
While mobile apps have become part of individuals’ everyday lives, with some exceptions (e.g.,
Cecchetti et al., 2019; Featherstone & Habgood, 2019; Kamboj et al., 2020), empirical research
into how gamification affects e-marketings outcomes with mobile apps is still limited. Indeed,
recent studies have called for a deeper understanding of engagement with mobile apps, and their
antecedents and consequences (e.g., Fang et al., 2017; Ho & Chung, 2020). In addition, although
useful, the prior literature is limited in that many studies discuss gamification only as a research
context (e.g., Kamboj et al., 2020), and do not establish any links to extant theories to explain the
motivational processes driven by the individual elements of gamification (see Suh et al., 2018 as
an exception). Moreover, most studies examine a limited set of game elements (e.g., competition
and leaderboards in Featherstone & Habgood, 2019; scoring systems, progress bars, and levels,
leaderboards, and feedback in Cecchetti et al., 2019), and do not measure users’ interactions with
the individual game elements, as advocated elsewhere in the literature (Xi & Hamari, 2020).
Thus, there is a need to understand better the mechanisms that explain how gamification and how
user engagement might foster positive outcomes.
Addressing these gaps, this study examined the influence of 5 perceived value dimensions of
gamification on brand loyalty and WOM, considering the mediating role of satisfaction and
brand love using a configurational approach that can offer new insights. Apart from hedonic
value and utilitarian values, which are usually used in marketing research, social value,
immersion value, and achievements/progression values are also considered. These can
contribute to extending the theory, which considers that the dimensions of perceived value
complement each other. Thus, drawing on the perceived value framework, participants who
experienced gamification-related websites/applications or integrated applications from different
brands responded to an online survey. Structural equation modeling (SEM) and fuzzy-set
qualitative comparative analysis (fs/QCA) were used to analyze the collected data. The latter
enabled the identification of complex relationships among the construct. Combining, SEM and
fs/ QCA yield a comprehensive understanding of how to design successful gamification
experiences, which might guide future research and practice.
Gamification refers to the use of game elements in non-game contexts (Stuart Hallifax,
Audrey Serna, Jean-Charles Marty, Elise Lavoué, 2019). In e-business, Gamification marketing
is an enhanced marketing technique that borrows design elements from games to attract and
retain customers. In gamified marketing, consumers are driven to act because it offers elements
of competition or reward. These elements can run the gamut from “spin to win” pop-ups to
actual video games (Simon Byrne, 2022). Gamification marketing campaigns can take the form
of gamified loyalty programs, interactive quizzes, etc.
 3

In an e-business environment, gamification is seen to be a strategy for marketing campaigns

or the sustainable development of a particular app. Gamification is developed in the form of a
branded gamification app or gamified activity for an app.

1.2. Research objectives

Given the abovementioned voids, the current study aims to contribute to the scarce literature on
directional e-marketing outcomes with gamification by offering relevant insights. In particular,
this empirical study attempts to:
(1) On the background of the key paper, reassess the effects of Utilarian value, Hedonic
value, and Social value and further the literature by adding on Achievements/ Progression
value and Immersion value of Gamification on Satisfaction and Brand love under the
context of mobile apps.
(2) Explore the mediating role of Brand Love and Satisfaction between those 5 values and
brand loyalty, app rating, and WOM under the context of mobile apps
(3) A deeper understanding of the potential benefits of gamification for marketing outcomes
under the context of mobile apps.
The findings of this work offer important practical knowledge for businesses to optimize
strategies that brings about interesting e-customer experiences delivering beneficial outcomes
under the context of mobile apps.

1.3. Subject and scope of research

The subject of this research is the customer experiences with the applications/website and the
brand that provided them. The subjects are aged 15 - 34. Participants either chose one of the
listed well-known online gamification apps or integrated gamification apps (i.e.; Fintech: Momo,
Zalopay; E-commerce: Tiki, Shopee,..) or self-declared the gamification app or integrated
gamification app they were most familiar with. Data were collected mainly through an online
survey, distributed through social media (Facebook and Instagram), and collected over a 2-month
period in 2023 (from July 2023 to August 2023) at different times of day on both weekdays and
weekends.

1.4. Research method

The thesis combined 2 approaches: qualitative and quantitative.
In the first stage, the measurement scales for all studied constructs were adopted from prior
studies and back-translated to Vietnamese by professional translators. To ascertain the validity
and accuracy of the survey items, a pre-test was carried out with 15 individuals. Pretests have
 4

been shown to overcome problems associated with item ambiguity and the ability to respond.
Next, the questionnaire was designed before distribution.
The second stage was the quantitative study which includes the main survey and data analysis.
The survey was conducted online through social media (mainly Facebook and Instagram). To
attain sufficient samples, we will call for sponsors from common applications deploying
gamification or integrated gamification app: Momo (Fintech) and Shopee (e-Commerce) to cite
our survey link on their social media accounts which give subjects vouchers on each survey
collected; in return, we will give them the data we collected for their further information. After
collection, the dataset was analyzed.

1.5. Research contribution

This project provided an important opportunity the advance the understanding of customer
experiences with gamification under the context of mobile apps.
First of all, it clarifies clearly each gamification value’s effect on satisfaction and brand love.
In addition, it reassesses the mediating role of brand love and satisfaction, whether they play the
mediating role as previous studies declared by making a major contribution to the existing
literature by both qualitative and quantitative methods.
And finally, the findings of this work offer some important insights into developing new
strategies, particularly for gamification in more varying fields and activities to improve better
customer experiences in their businesses.

1.6. Research structure

The current thesis composes of 3 chapters:
Chapter 01 – Introduction
Chapter 02 - Literature review and hypothesis development:
This section (1) gives a brief overview of the recent history of perceived value gamification with
mobile apps; (2) reviews the studies relevant to this thesis; (3) introduces stimulus - organism –
response (SOR) framework; and finally (4) presents the research model and the associated
hypotheses.
Chapter 03 – Research method:
This chapter is concerned with the method used for the current thesis, including the research
process, measurement scale, questionnaire design, sample, and data collection, as well as the
sample characteristics
 5

CHAPTER 02: LITERATURE REVIEW AND

HYPOTHESIS DEVELOPMENT
2.1. Gamification
Being defined as “the usage of game design elements to enhance non-game goods and services
by increasing customer value and encouraging value-creating behaviors” (Hofacker et al., 2016).
Recently, gamification has become more and more popular and therefore increasing its
associated literature (Wünderlich et al., 2020), which is manifested in the growing number of
aspects and fields in which gamification is applied (check Koivisto and Hamari (2019) for a
literature review on gamification research.
Gamification has the potential to impact on four levels: in-game, intra-organizational,
customer, and transformative (Wünderlich et al., 2020). At the in-game level, gamification has
the potential to enhance the customer experience by increasing his/her effort and persistence
(Gutt et al., 2020) and his/her usage intention (Holling et al., 2020). At the intra-organizational
level, gamification has shown great potential to motivate employees (Friedrich et al., 2020;
Mitchell et al., 2020) and enhance employee productivity (Oprescu et al., 2014). At the customer
level, previous studies have found support for the role of gamification in customer relationship
management, especially in loyalty programs, where it has been shown to increase customer
loyalty, participation, and intention to download apps (Hwang & Choi, 2020). Moreover,
gamification has been shown to increase marketing effectiveness by promoting user
commitment, willingness to pay, and customer referrals (Wolf et al., 2020), adoption of product
innovations (Müller-Stewens et al., 2017), and perceptions of brand equity (Xi & Hamari, 2020).
Finally, at the transformative level, gamification has been shown to be a highly effective means
of promoting health (Sardi et al., 2017), exercise (Jang et al., 2018; Matallaoui et al., 2017), and
sustainable energy consumption (Mulcahy et al., 2020; Oppong-Tawiah et al., 2020).
Gamification illustrates the different systems, processes, and design principles that are used to
motivate, engage and influence communities, groups, and individuals to drive intentions
(behaviors) or produce the desired outcome (Glover, 2013; Nicholson, 2015). In marketing
activities, there has been an increase in the popularity and rise of games which have become
appealing to marketers because of gamification's new trend. Gamification is gradually being in
the marketing executive's mind. Xu (2011) posited that gamification also gives the opportunity
 6

for customers to accept branding messages in an enjoyable manner. It also gives room for
repeating branding messages. Henceforth, intense interaction in gamification can improve an
individual's sense of identification, loyalty, and belongingness to a business, product, service, or
brand.

2.2. Perceived value of Gamification with mobile apps

Gamification is coined to reflect the practice of designing positive game-like experiences
which might influence the user’s behaviors and cognitive processes (Huotari and Hamari, 2017).
The usage of gamification elements brings about an increase in transactions, social interactions,
and the higher use of services (Hamari, 2017). Therefore, in marketing strategies, designing
gamification experiences is becoming increasingly crucial and even essential because it's seen as
the key to differentiating a firm's market offerings, attracting customers, or somehow altering
consumer behaviour.
However, consumer experiences involve multiple value dimensions that make varying
contributions in different situations (Sheth et al, 1991; Sweeney and Souta, 2001). Previous
studies used a multidimensional framework of perceived value to examine its effects on
marketing outcomes, such as consumer loyalty (Koller et al 2011). Therefore, it is postulated that
the value dimension of gamification might contribute in certain ways to certain marketing
outcomes, such as brand loyalty, WOM, and app rating. In this study, these value dimensions are
suggested to complement or substitute each other, which justifies the use of a configurational
approach: utilitarian value, hedonic value, social value, achievements/progression value, and
immersion value.
Table 2.1. Definitions and examples of sub-dimensions of the perceived value of Gamification

Dimension Sub - Definition Example

dimension

Perceived Utilitarian Utilarian values relate to Gamification can bring about

value of value usefulness and ease of directly or indirectly practical
gamification use benefits (money, voucher,..) and
also be easy to approach the
how-to-do.

Hedonic value Hedonic value involves Gamification is designed

enjoyment and aesthetically, integrating funny
playfulness elements.

Social value Social value is linked to The game is well-known so

recognition and social being on the top rank brings
 7

influence about social value

Achievements/ Achievement and These elements lead individuals

progression progression-oriented to experience competence, as
value (badges/ medals, points, they continuously inform and
leaderboards or rankings, provide them with effective
…)linked to competence. feedback.

Immersion Immersion-oriented Through storylines or narratives,

value affordances (escaping the which divide activities into
real world in new virtual small, similarly themed steps,
locations, playing new users can easily fulfill broad
roles, and being involved goals by using strategies tied to
in stories) relate to the the task themes, thus fostering
satisfaction of feelings of competence
psychological needs.
Sources: Koivisto & Hamari, 2019; Ryan et al., 2006; Wee & Choong, 2019; Dong et al., 2012.
The extant literature suggests that gamification positively influences brand-related constructs:
such as brand loyalty (Hwang and Choi, 2020), brand love (Hsu and Chen, 2018), brand attitude
(yang et al, 2017), and brand engagement (Harwwoood and Garry, 2015; Xi and Hamari, 2020).
However, despite evidence of its importance for branding and relationship marketing, studies
exploring gamification are scarce (Koivíto and Hamari, 2019). More research is required to
explore the influence of gamification on customer behavior outcomes.
Research focusing on the relationship between the perceived value of gamification and brand
outcomes is a promising area of inquiry because it might elucidate the value that should be
enhanced to obtain desirable marketing outcomes, such as brand loyalty and WOM, app rating.

2.3. Prior relevant studies

(1) Value dimensions of gamification and their influence on brand loyalty and word-of-mouth:
Relationships and combinations with satisfaction and brand love (Pedro Torres, Mário Augusto,
Cristiana Neves, 2021)
This study explores the effects of different value dimensions: social value, utilitarian value
and hedonic value of gamification on two important marketing outcomes, brand loyalty, and
word-of-mouth (WOM), using a mixed methods approach.
A fuzzy-set qualitative comparative analysis (fs/QCA) is employed alongside structural
equation modeling (SEM). Data from 229 valid responses indicated nuances that contribute to
the understanding of the effects of different value dimensions. Although the SEM results stress
the mediating role of brand love, the fs/QCA results indicate that brand love is a core conđition
 8

for brand loyalty, it might be indifferent to obtaining positive WOM. Different paths can be
sufficient to produce the outcomes of interest. The value dimensions of gamification can be
substitutes, contingent on the presence of other conditions, thereby providing a novel
perspective. These findings advance our knowledge of the functioning of gamification and can
serve as a guide for practitioners seeking to employ gamification experiences to alter consumer
behavior.

Figure 2.1. Research model of Pedro Torres, Mário Augusto, Cristiana Neves, 2021

(2) The impact of gamification on consumer loyalty, electronic word-of-mouth sharing, and
purchase behavior (Mohammad Fahmi Al-Zyoud, 2020)
This study figured out gamification as a modern marketing and promotion tool activating
positive emotions, aiming for two folds. First, this paper studies how gamification influences
consumer loyalty. Second, this study investigates how consumer loyalty resulting from gamified
interactions manifests purchase and eWOM sharing behavior.
Data were obtained using a simple random sampling technique from consumers who had
multiple online transactions with a gamified eCommerce website in 3 months. The obtained data
were analyzed using a variance-based structural equation modeling (VB-SEM) technique.
Results from VBSEM confirmed that gamification is a predictor for enhanced consumer loyalty.
 9

Consumer loyalty did not only foster purchase intention and eWOM sharing behavior, but also
mediate the link between gamification and purchase intention, and between gamification and
eWOM sharing behavior. This article contributes to gamification marketing literature by
empirically examining its effects on important marketing variables. Implications for theory and
practice are discussed alongside limitations and future research courses.

Figure 2.2. Research model of Mohammad Fahmi Al-Zyoud, 2020

(Note: GM: Gamification; e-WOM: Electronic word of mouth; CL: Consumer loyalty; PI: Purchase intention )
(3) Enhancing user engagement: The role of gamification in the mobile app (Paula Brian, Isabel
Buil, Sara Catalan, 2021)
This study explores the role of gamification on enhancing user engagement in the mobile app.
Drawing on the self-system model of motivational development, this study investigates how
gamification might foster user engagement and positive marketing outcomes.
Data from 276 users of a mobile gamified app were analyzed using partial least squares
regression. The results showed that gamification increases user engagement through the
satisfaction of the needs for competence, autonomy, and relatedness. User engagement, in turn,
leads to greater intention to use, disseminate WOM about, and rate, the app positively. Finally,
this study provides a number of theoretical and practical implications that can help developers
design more effective gamified mobile apps.
 10

Figure 2.3: Research model of Paula Brian, Isabel Buil, and Sara Catalan, 2021

(4) Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development:
A Case Study in Brand Applications (Hsi-Peng Lu and Hui-Chen Ho, 2020)
This paper studies the relationship between the components of the game and consumer
continuous usage with gamification, analyzing how game mechanics impact user's gaming
behavior and awake positive feelings so as to increase the stickiness of the brand.
This research model empirically surveyed 411 Nike Run Club (NRC) app users, based on the
Mechanics–Dynamics–Aesthetics (MDA) framework. The results show that the self-challenge is
a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social
interaction affect fun. The results also show that fun is of primary importance among all others,
as it is a factor that affects brand attitude and sustained use. The results provide valuable insights
into sustainable strategies for industries related to the operation of an app-based brand.
 11

Figure 2.4. Research model of Hsi-Peng Lu and Hui-Chen Ho, 2020

(5) Does gamification affect brand engagement and equity? A study in online brand communities
(Nannan Xia, Juho Hamari, 2020)
This study investigated the relationships between gamification, brand engagement, and brand
equity among consumers (N = 824) of two online gamified brand communities.
Collected data showed that achievement and social interaction-related gamification features
were positively associated with all three forms of brand engagement (emotional, cognitive, and
social). Immersion-related gamification features were only positively associated with social
brand engagement. Additionally, brand engagement was further positively associated with brand
equity. The results imply that gamification can positively affect brand engagement and further
increase brand equity and that gamification appears to be an effective technique for brand
management.
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Figure 2.5. Research model of Nannan Xia, Juho Hamari, 2020

(Note: BE: brand engagement)

2.4. Research framework and hypothesis development

2.4.1. Stimulus-Organism–Response (SOR) framework
The SOR framework (Mehrabian and Russell, 1974) is one of the most extensively adopted
theoretical frameworks, pointing out the relationship among the stimulus (S), consumers’
internal states (O), and subsequent behavior (R). The stimulus affects consumers’ internal states,
which in turn results in their response. In particular, stimulus refers to the retail environmental
stimuli, such as in-store music, store atmosphere, channel availability, and channel integration
(Morin et al., 2007; Pantano and Viassone, 2015; Zhang et al., 2018).In the current thesis, five
components of perceived value gamification are considered to be the stimulus. Thus, brand love
and satisfaction are regarded as the organism in the research framework. Finally, WOM, brand
loyalty, and appreciation are proposed to stand for the behavioral response in the SOR
framework. In summary, the current study’s research framework (Figure 2.6) is primarily drawn
from the SOR framework that serves as a basis for the development of the following hypotheses.

2.4.2. The influence of the Perceived value of Gamification on satisfaction and

brand love
Previous marketing literature indicates that perceived values drive satisfaction (Cronin et
al.,2020; Hallowell, 1996); for instance, utilitarian and hedonic values lead to higher satisfaction
(Pedro Torres, Mário Augusto, Cruitiana Neves, 2021). Satisfaction is seen as a cognitive and
 13

emotional evaluation of a customer's experience with a product or service (Olivier, 1999), and its
importance has been widely noted in the marketing literature (Hsu and Chen, 2018). When using
gamification, marketers often develop specific applications or websites. The perceived value of
these applications or websites is linked to their respective experiences and is expected to
influence satisfaction, The link between perceived value and satisfaction is theoretically
supported by a behavioral model (Fishbein and Aen, 1975). Previous studies have found
evidence supporting this relationship (Yang and Peterson, 2004).
Utilitarian value might influence not only the satisfaction with an app but with a retailer as
well (Sochi et al, 2017). Participants will be disciplined to use the applications/website if they do
not perceive any utilitarian value. If the gamification experience is perceived as easy to use., it
will stimulate a sense of efficiency and an obstacle-free experience; its usefulness might be
essential for continued use (Hamari and Koivisto, 2015). Hence, the utilitarian value of
gamification is a dive satisfaction with the brand that provides the experience.
Hedonic value is an emotional value (Sheth et al., 1991). Apps can fulfill hedonic purposes
(Argrebi and Jallais, 2015). Hence, game-like applications and websites developed by brands
may provide an emotional experience with hedonic value. The previous literature provides
evidence that consumers look for entertainment and out-of-routine experiences in both offline
and online shopping (Hofman and Noval, 1996; Mathwick et al, 2001). In fact, the brands noted
long ago that consumer choices are frequently driven by experience rather than the completion of
a certain task (Babin et al., 1994). Therefore, since positive emotions can drive satisfaction
(Rychalski and Hudson 2017), the gamification experience can lead to satisfaction.
As previously mentioned, social value is provided in a social context (Iyer et al., 2018). The
use of gamification can provide interactions with other users of the brand's applications.
websites, which might have a high perceived social value. Social value refers to an individual's
perception of how significant others view the target behavior and whether others expect one to
execute that behavior (Ajen, 1991) suggests that the use of mobile apps can represent social
statements. Users can extract the social benefits of the social interactions provided by an
application (Alnawas and Aburub, 2016). Similarly, using brand applications and websites
related to gamification can have an impact at the social level.
Finally, immersion-oriented affordances are tied to perceptions of escaping the real world in
new virtual locations, playing new roles, and being involved in stories (Ryan et al., 2006). This
game element category includes avatars, or profiles, narratives or meaningful stories, and
customization (Koivisto & Hamari, 2019). These elements have been related to the satisfaction
of psychological needs (Deci & Ryan, 2000). For instance, through storylines or narratives,
which divide activities into small, similarly themed steps (Wee & Choong, 2019), users can
easily fulfill broad goals by using strategies tied to the task themes (Dong et al., 2012), thus
fostering feelings of competence, as satisfaction.
Based on the arguments above, this study proposes
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H1a: The utilitarian value of gamification has a positive influence on satisfaction

H2a: The hedonic value of gamification has a positive influence on satisfaction
H3a: The social value of gamification has a positive influence on satisfaction
H4a: The achievement/progression value of gamification has a positive influence on
satisfaction
H5a:The immersion value of gamification has a positive influence on satisfaction.
Despite its importance, the literature has suggested that satisfaction is not enough to assure
desirable consumer behaviors (Carroll and Ahuvia, 2006). In fact, recent research emphasizes
that satisfaction is not sufficient to bond customers (Chai et al, 2015). Thus, it is important to
consider brand love, which is an important dimension of brand relationship quality (Hudson et
al., 2016). Brand love corresponds to “the degree of passionate attachment a satisfied consumer
has for a particular trade name” (Carroll and Ahuvia, 2006); it has been considered the most
intense connection between consumers and brands (Schmid and Huber, 2019). However, it is
important to note that brand love can be considered “A response experienced by some, but not
all, satisfied consumers” (Hsu and Chen, 2018).
Previous studies have suggested that both utilitarian and hedonic values impact brand love
(Hsu and Chen, 2018). Nevertheless, in gamified applications or websites, the hedonic value
might lead to a stronger emotional response. Social value can also translate effect from an app to
a brand, as well as achievement/progression value and immersion value, which can lead to an
emotional response, such as brand love. Hence, the following hypotheses were formulated:
H1b: The utilitarian value of gamification has a positive influence on brand love
H2b: The hedonic value of gamification has a positive influence on brand love
H3b: The social value of gamification has a positive influence on brand love
H4b: The achievement/progression value of gamification has a positive influence on brand
love
H5b: The immersion value of gamification has a positive influence on brand love
Although brand love might not be experienced by all consumers who are satisfied with a
gamification experience, if he experiences high satisfactory, it might lead to building brand love.
This argument is supported by previous studies by Drennan et al, 2015; Hsu and Chen, 2018.
Thus, the current study hypothesized the following:
H6a: Satisfaction has a positive effect on brand love
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2.4.3. The influence of Gamification on brand loyalty, WOM, and app rating
Besides brand love, if one is satisfied with the gamification experience, he/she might also
become more loyal to the brand that provided the experience and might engage in positive
WOM.
Loyalty involves “a deeply held commitment to rebuy or repatronize a preferred
product/service consistently in the future, thereby causing repetitive same-brand or same-brand-
set purchasing, despite situational influences and marketing efforts having the potential to cause
switching behavior (Oliver, 1999). Thus, brand loyalty contributes to the repeated purchase or
usage of a brand to which the customer is loyal. Brand loyalty is crucial because a small increase
in the number of loyal customers will have a positive effect on profitability. Marketers seek new
ways to provide experiences to differentiate their offerings and become more successful in
retaining customers (Bendapudi and Leone, 2003). The gamification experience can have this
effect by enhancing satisfaction. The marketing literature posits that satisfaction can drive brand
loyalty (Batra et al, 2012; Carrol and Ahuvia, 2006; Parrasuraman et al, 1991).
Positive WOM has been defined as “ the customer's belief that he/she will discuss an incident
with at least one person not directly related to the service encounter” (Swanson and Charlene
Davis, 2003). Although this definition refers to a service encounter, it fits well with a
gamification experience. Positive WoM may lead to brand choice (East et al,2008). Furthermore,
it is well known that satisfaction can lead to positive WOM (Franzen and Nakamoto, 199).
Hence, if one is satisfied with a gamification experience, he/she is like to engage in positive
WOM of the gamification of the app, as well as app rating for the app-based brands. Therefore,
the following hypothesis was formulated:
H6b: Satisfaction has a positive effect on brand loyalty
H6c: Satisfaction has a positive effect on word-of-mouth
H6d: Satisfaction has a positive effect on app rating
Brand love reflects positive passionate relationships with brands (Batra et al, 2012; Carroli and
Ahuvia, 2006); it is distinct from more liking an involves a higher affective component than
satisfaction. Thus, brand love might have a greater influence than satisfaction on brand loyalty
and WOM. Previous studies have evidence of the effect of brand love on brand loyalty (Aro et
al, 2018; Hsu and Chen, 2018, Pedros, 2021). Hence, the following hypothesis was proposed:
H8a: Brand love has a positive effect on brand loyalty
H8b: Brand love has a positive effect on word-of-mouth
H8c: Brand love has a positive effect on app rating
 16

Figure 2.6. Research framework and hypothesis

2.5. Summary
Overall, this chapter presented the research framework under the SOR framework and the
literature review on each construct of the model, as well as five studies relevant to this thesis.
Furthermore, hypotheses were proposed, on which perceived values of gamification have a
positive influence on Satisfaction and Brand love; Satisfaction and Brand love strengthens Brand
love, WOM, and App-rating.
 17

CHAPTER 3: RESEARCH METHOD

3.1. Research process
The mixed method was conducted in this thesis, including both qualitative and quantitative
methods. Qualitative methods offer an effective way of modifying and ensuring the plausibility
as well as the clarity of the questionnaire.

The first step in this process was to review the literature and prior relevant papers to adopt the
measurement scale for all studied constructs; with some minor modifications to fit the current
research context. Then those will be back-translated into Vietnamese by professional translators.
To ascertain the validity and accuracy of the survey items, a pre-test was carried out with 15
individuals. Pretests have been shown to overcome problems associated with item ambiguity and
the ability to respond. Next, the questionnaire was designed before distribution.

Following the measurement scale, the second stage of the study comprised an online-based
survey with participants who have experienced or are experiencing gamification apps or
integrated gamification apps (mainly on Facebook, and Instagram). The questionnaire asks for
fundamental socio-demographic data and addresses the factors in the research model. By July
2023, the data will have been gathered within 2 months. 300 characters will fill in the survey and
answer the questionnaires designed following the research model. After receiving the
questionnaires, a verification method will be used to make sure that the respondents were on
social media - characters and that they had read and understood the questions. Then the analysis
stage will be carried out.

To attain sufficient samples, we will call for sponsors from one of 2 most common applications
deploying gamification or integrated gamification app: Momo (Fintech) and Shopee (e-
Commerce) to cite our survey link on their social media accounts which give subjects vouchers
on each survey collected; in return, we will give them the data we collected for their further
information.

3.2. Measurement scale

Each construct is measured by using multiple-item scales. Most items are adapted from
validated constructs but with minor wording, and modifications to suit the context of mobile
apps. All items are measured with a seven-point Likert scale from 1 (strongly disagree) to 7
(strongly agree).

Given that this study is conducted in Vietnam, back translation is carried out to ensure
consistency. All scales are translated into Vietnamese. Semantic differences between the two
 18

versions are examined. Subsequently, three professors are invited to check the Vietnamese
version and provide suggestions for improvement. On the basis of their advice, several
expressions of the scales are adjusted. Eventually, the questionnaire is tested by 15 gamification
users who are required to comment on the readability, understandability, and adequacy of the
wording. Minor modifications to the questionnaire are applied after the pretest.

Table 3.1. Measurement scale

Construct Original scale Adopted scale

I value this application/website I value this application/website

because it has several offers because it has several offers

Utilitarian value I value this application/website I value this application/website

because it is convenient. because it is convenient.

I value this application/website I value this application/website

because it is easy to use. because it is easy to use.

I value this application/website I value this application/website

because it makes me feel good about because it makes me feel good about
myself myself

I value this application/website I value this application/website

Hedonic value
because I feel a personal connection because I feel a personal connection
with it. with it.

I value this application/website I value this application/website

because I feel better after using it because I feel better after using it

I value this application/website I value this application/website

because it makes me feel pleasure to because it makes me feel pleasure to
participate in the challenge participate in challenge

I value this application/website I value this application/website

Social value
because it shows my technological because it shows my technological
 19

skills. skills.

I value this application/website I value this application/website

because it is a symbol of my social because it is a symbol of my social
status status

I value this application/website I value this application/website

because it helps me to fit into social because it helps me to fit into social
groups. groups.

Achievements/ The frequency of interacting with I value this application/website

Progression scores, performance graphs, because it helps me to have the
value challenges, and trophies, feeling of competence

The frequency of interacting with I value this application/website

Immersion value profile/virtual identity/avatar, virtual because it helps me to feel satisfied
world, 3D,... when using it.

I am satisfied with this brand I am satisfied with this brand

Satisfaction
Choosing this brand is the right Choosing this brand is the right
option option

This brand exceeds my expectations This brand exceeds my expectations

I think this brand has many desirable I think this brand has many desirable
features features

Brand love This brand makes me feel good. This brand makes me feel good.

This brand is totally amazing This brand is totally amazing

I have strong feelings about this I have strong feelings about this brand
brand
 20

I love this brand I love this brand

I have a special feeling about this I have a special feeling about this
brand brand

This brand is a pure pleasure This brand is a pure pleasure

I am very attached to this brand I am very attached to this brand

When I intend to purchase/use the When I intend to purchase/use the

type of product/service of this brand, type of product/service of this brand, I
Brand loyalty I do not pay attention to competing do not pay attention to competing
brands. brands.

If this brand is unavailable, I will If this brand is unavailable, I will

postpone the purchase/use. postpone the purchase/use.

If I don't purchase/use this brand, I If I don't purchase/use this brand, I

won't use another one won't use another one

I will recommend this brand to others I will recommend this brand to others
Word-of-mouth
(WOM)
I will say positive things about this I will say positive things about this
brand to other people brand to other people

I will encourage other people to use I will encourage other people to use
this brand this brand

I will refer other people to this brand I will refer other people to this brand

App ratings How would you rate this app? How would you rate this app?

Source: Paula Brián, Isabel Buil, Sara Catalán, 2021; Pedro Torres, Mário Augusto, Cristiana Neves, 2021)
 21

3.3. Questionnaire design

The paper-based questionnaire was designed in three sections. Section 1 contained an

explanation of the gamification app and app iterating gamification elements and screening
questions to identify eligible respondents, then the respondents have to choose their recently-use
gamification app. The second section included measurements of the research constructs. Finally,
the last section contained the respondent’s demographic information, which acts as control
variables in the research model. We will pre-test the questionnaire with 10 students from UEH
university and 5 office staff. The questionnaire was then modified to ensure its clarity before
finalization and distribution.

3.4. Sample and data collection

Data were collected through an online survey, distributed through social media (mostly through
Facebook and Instagram) between July and August 2023, within 2 months. Participants
completed the survey considering the experience they had with the application/website and the
brand that provided it. This resulted in a final sample of 300 valid responses.
A 7 - point Likert scale ranging from “strongly disagree” to “strongly agree” was used to
measure all items.
Pretests have been shown to overcome problems associated with item ambiguity and the
ability to respond with 15 individuals. To attain sufficient samples, we will call for sponsors
from common applications deploying gamification or integrated gamification app: Momo
(Fintech) and Shopee (e-Commerce) to cite our survey link on their social media accounts which
give subjects vouchers on each survey collected; in return, we will give them the data we
collected for their further information. After collection, the dataset was analyzed.
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