Social Motivations To Use Gamification: An Empirical Study Of Gamifying Exercise

This paper investigates how social factors predict attitude toward gamification and intention to continue using gamified services, as well as intention to recommend gamified services. The paper employs structural equation modelling for analyses of data (n=107) gathered through a survey that was conducted among users of one of the world’s largest gamification applications for physical exercise. The results indicate that social factors are strong predictors for attitudes towards gamification, and, further, continued use intentions and intentions to recommend the related service.