Document Type
Conference Proceeding
Publication Date
2022
Abstract
Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in the gamification literature, while making initial efforts to identify and capture unobserved heterogeneity in gamification research. Theoretical and practical implications that can help researchers and practitioners better understand, design, and operate gamification systems were discussed.
Recommended Citation
Qian, Yizhou; Martinez, Jeam; and Matz, Robbie, "Gamification Usage and Platform Loyalty in Esports Livestreams: An Analysis of Unobserved Heterogeneity with FIMIX-PLS And IPMA" (2022). Association of Marketing Theory and Practice Proceedings 2022. 67.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/67
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