With the rapid popularization of mobile network, various gamification elements have been widely used in many mobile learning apps. However, there is no complete model to explain the actual effect of these gamification elements on promoting user learning behavior. This paper analyzes the effects of two types of gamification affordance elements on user learning behavior in mobile learning apps based on affordance theory and combines with an elaboration likelihood model. The datas are collected and analyzed from 23641 Shanbay Word users. The result shows that achievement visualization affordance and competition affordance affect users learning behavior negatively, user learning intention plays a mediating role between achievement visualization affordance, competition affordance and user learning behavior, team learning climate plays a moderating role between user learning intention, achievement visualization affordance and competition affordance.
Zhou, Ziyue and Yin, Jun, "How to Promote Learning Behavior? Exploring the Role of Gamification in Mobile Learning Apps from the Perspective of Affordance" (2022). WHICEB 2022 Proceedings. 79.