Examining the effect of gamification mobile app on conference engagement: an integration of S-O-R framework and UGT

Abstract

PurposeBy integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of conference attendees in the context of an event gamification mobile app and their relationships with conference engagement, continuance intention and word-of-mouth.Design/methodology/approachThe questionnaire was developed in Qualtrics and administered on a gamification application called Goosechase during an annual hospitality conference. The proposed hypotheses were tested using the partial least square-structural equation modeling (PLS-SEM).FindingsThe gratifications of social presence, education and entertainment through a gamification mobile app influences attendees’ engagement during the conference while achievement gratification does not. Positive effects of conference engagement on their continuous intention and WOM have been also validated.Originality/valueBy adopting a unique integrated approach that utilizes UGT and S-O-R framework, while considering conference engagement as work-related engagement, this study offers a fresh perspective on gamification apps and discusses its theoretical and practical implications in depth.