Abstract

Gamification as an internal incentive method has been widely adopted in practice. Compared with the traditional external rewards, internal rewards can stimulate the enthusiasm of users. This paper，therefore，explores and constructs a model on how gamification (herein composed of three dimensions: sense of achievement, social influence and sense of ownership) affects user’s continuance intention from the perspective of intrinsic motivation (herein composed of three dimensions: self-presentation, entertainment and self-efficacy). Through the multiple regression analysis of 456 e-shoppers sample data by using the software of SMARTPLS 3.0, we draw the following five conclusions: gamification was positively correlated with self-presentation, entertainment and self-efficacy; sense of achievement, social influence and sense of ownership, significantly positively affected self-presentation, entertainment and self-efficacy; there is no correlation between self-presentation and users' continuance intention; entertainment and self-efficacy are positively correlated with users' continuance intention; and entertainment and self-efficacy play a mediation role between gamification and users' continuance intention.

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