ABSTRACT

Many users fail to stick to the use of mobile fitness apps. As a key element of gamification mechanisms, effective gamification narrative design has the potential to draw the users in and motivates them to develop stronger motivations to achieve their real-world goals and higher persistent usage intentions of the mobile fitness App. Underpinned by goal priming theory, we conducted two controlled experiments, surrounding core aspects of gamification narrative design, namely narrative path agility and narrative target clarity. The results, which revealed that different forms of gamification narrative design impact users’ real-world fitness purpose and persistent usage intentions through different strategies, provide interesting implications for both theory and practice.

摘要

许多用户未能坚持使用移动健身应用程序。作为游戏化机制的一个关键要素，有效的游戏化叙事设计有可能吸引用户并激励他们发展更强大的动机来实现他们的现实世界目标和移动健身应用程序的更高持久使用意图。在目标启动理论的支持下，我们围绕游戏化叙事设计的核心方面进行了两个受控实验，即叙事路径敏捷性和叙事目标清晰度。结果表明，不同形式的游戏化叙事设计通过不同的策略影响用户的现实世界健身目的和持久使用意图，为理论和实践提供了有趣的启示。