How does gamification foster customer engagement and continued use of smart wearable devices for health and Wellness? | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 7, Volume 14, Issue 2, April 2023, Pages 298-379 PDF (999.9 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2023.304131 | ||
| Author | ||
| Sahar Ahmed Nagaty* | ||
| Assistant Professor of Business Administration Department of Business Administration, Faculty of Management Sciences, Sadat Academy for Management Sciences, Cairo, Egypt | ||
| Abstract | ||
| Smart wearable devices (SWDs) are considered the next technological development after smartphones. Due to the COVID-19 epidemic, telework has increased, and people's attention to self-health monitoring has grown, which has boosted the SWDs market’s growth. Moreover, gamification has been a prominent topic owing to its motivational and engaging impacts, leading to more regular physical activity, better health, and greater fitness levels among users. Even though SWDs could monitor fitness and health metrics, many users abandon them within a few months. Therefore, this research is among the first to examine the post-adoption behaviours of recent users to improve their engagement with SWDs to improve their health and wellness through the continued use and exercise. Through an online questionnaire 234 eligible responses were obtained from smartwatch users. PLS-SEM method was performed to examine the validity and reliability of the modelling framework. and testing the research hypotheses. The results revealed that utilitarian and hedonic motivations positively affect consumer engagement except for social interactions and perceived ease of use. In contrast, achievement showed a negative impact on customer engagement (CE). Furthermore, results showed that the bandwagon effect has a significant impact on CE. However, healthology has shown to be insignificant in engaging customers with the smartwatch. Generally, results disclosed that gamification motivations boost customer engagement (CE) to change their behavior for the continued use and exercise to improve their health and wellness. Moreover, this research provides practical implications for the applications of wearables for wellbeing. | ||
| Keywords | ||
| Gamification; customer engagement; hedonic/utilitarian motivations; continued use; smartwatch; healthology; bandwagon effect | ||
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