Does a gamified website matter? An extended UTAUT model with regulatory fit, user experience, engagement, and attitudes

Abstract

Using the unified theory of acceptance and use of technology (UTAUT) model with user experience, engagement, and attitude toward a website, this study aims to draw on recent theoretical insights for the impact of regulatory fit derived for prevention-focused (promotion-focused) users faced with a more utilitarian (hedonic) website on their intentions to use the website and recycle resources. This study employed survey data from 472 Taiwanese with internet experience. Structural equation modeling was applied to analyze the developed model and hypotheses. This study shows that intention to use the website has a significantly positive effect on the practice of recycling resources. Further, social influence, facilitating conditions, and user attitude toward the website are key determinants of intention to use the website and recycle resources. This analysis also identifies the mediating effects of user experience, performance expectation, effort expectation, and engagement on the association of regulatory fit with intention to use the website and recycle resources. This study extends and validates the role played by promotion- and prevention-focused users encountering a hedonic versus utilitarian website (i.e., generation of regulatory fit) in enhancing user experience, engagement, performance expectation, and effort expectation, and in turn, intensifying behavioral intentions. In addition, it confirms the mediating effects of such experience, engagement, and expectation in an online gamification context.