Abstract
This research extends motivation in gamification research by helping to understand why individuals use gamified e-services. Potential gratifications of socialness, entertainment, convenience, information, and economic, as well aspects of flow were examined. This allows us to examine which paths and factors adequately predict significant pathways to attitudes toward and continued usage of a gamified e-service. The results of the structural model showed that gratifications related to entertainment, convenience, economics, and flow aspects related to challenge were directly related to attitudes toward a gamified service. Furthermore, those gratifications and challenges were indirectly related to the continued usage of a gamified service.
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