The Role of Gamification Attributes in Customer Behavior in Mobile Food Delivery

Abstract

Despite the importance of game-design elements in the mobile context, few studies have examined the impact of gamification attributes on the behavior of customers who use mobile food delivery (MFD) services. This study examines the impact of gamification-related attributes (i.e., entertainment, interaction, trendiness, intimacy, and novelty) on customer behavior as measured by the stimulus-organism-response framework. The study cohort comprised 170 MFD customers in the United States. Partial least squares structural equation modeling showed that interaction, intimacy, and novelty influence the perceived value of MFD among customers, which affects their level of satisfaction with the service provider. The impact of satisfaction on customer loyalty toward the service provider was also significant. However, the impacts of entertainment and trendiness on perceived value were not significant. The results of a multigroup analysis showed that only intimacy was a significant determinant of hedonic value among low-frequency MFD customers.