Organizations increasingly use gamification to engage with, and influence, consumers’ attitudes and behaviors. In this article, we present findings from a longitudinal, mixed‐method research design that (1) examined the extent to which game design elements created by a third‐party app lead to increased attitudinal loyalty toward core service providers and (2) sought to explain the underlying processes that invoke attitudinal change. Behavioral data collected from app users indicated that knowledge‐focused affordances positively influenced consumer loyalty and explained 11.3% of the variance in attitudinal change. Follow‐up interviews revealed that Rewards, Competition, Sense of Achievement, and Gaining Knowledge were representative of consumers’ motives for using the app, and Engagement and Identity explained how using the gamified application influenced users’ attitudinal loyalty toward the core service. Overall, we contribute to knowledge about how gamified affordances can be used to add value to consumer experiences, both in relation to the gamified consumption experiences, and the focal brand that is serviced by a third‐party app.

中文翻译：

---

通过移动应用进行游戏化：对其对核心服务态度忠诚和行为的影响的纵向检查

组织越来越多地使用游戏化来参与和影响消费者的态度和行为。在本文中，我们介绍了纵向混合方法研究设计的发现，这些研究设计（1）研究了第三方应用程序创建的游戏设计元素在多大程度上提高了对核心服务提供商的态度忠诚度，并且（2）寻求解释引起态度改变的基本过程。从应用程序用户那里收集的行为数据表明，以知识为中心的能力对消费者忠诚度产生了积极影响，并解释了态度变化方差的11.3％。后续采访显示，奖励，竞争，成就感和获得知识是消费者使用该应用程序的动机的代表，并且参与度和身份解释了使用游戏化应用程序如何影响用户对核心服务的态度忠诚。总体而言，我们参与了有关如何利用游戏化赠品来为消费者体验增加价值的知识，无论是游戏化消费体验还是第三方应用程序所服务的品牌。