ABSTRACT

Keywords: gamification, perceived enjoyment, self-construal, gamified-ad, consumer attitudes

This research is aimed to investigate how gamification affects consumers’ attitudes such as purchase intention, willingness-to-pay and intention to give WOM towards the brand. It is proposed that the effect of gamification (vs. non-gamification) on consumers’ attitudes through perceived enjoyment would be moderated by the role of self-construal. Specifically, this research used one experimental study which consisted of measuring the mediating role of perceived enjoyment and the moderating variable of self-construal utilizing a 2 (gamification: gamified ad vs. non-gamified ad) between-subjects design with self-construal measured as a continuous variable. Survey data was collected from 263 MTurk’s respondents. The results showed the use of gamification in the ad stimulated enjoyment among independents only which consequently led to the favorability of consumers’ attitudes. Significantly, independents in the gamification showed more positive attitudes than those in the non-gamification, while the effect of gamification (vs. non-gamification) did not influence interdependents' attitudes. Accordingly, this finding advanced the understanding of psychological consumer’s characteristics which driven how consumers react to the brand advertisement in the form of games and enrich the practical implications for how advertisers might use gamified ad to promote attitudes, purchase intention and WOM intention.

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