As businesses increasingly use gamified mobile marketing campaign (GMMC) systems to engage mobile shoppers, gamification in m-commerce systems warrants more attention in both IS research and design practices. Inspired by peak-end theory, this study focused on the puzzling differences between user experience vs. memory and empirically examined the impact of different experience orders of cognitive load on user perceptions and behavioral intentions. Overall, the outcomes of this research suggest that appropriate applications of the peak-end effect, moderated via users’ regulatory focus styles, can alleviate the negative mental utility imagery of users, reducing their perceived uncertainties and opt-out intentions from the GMMC. Important implications for research and practice are then discussed.

随着企业越来越多地使用游戏化移动营销活动 (GMMC) 系统来吸引移动购物者，移动商务系统中的游戏化需要在 IS 研究和设计实践中得到更多关注。受峰终理论的启发，本研究聚焦于用户体验与记忆之间令人费解的差异，并实证检验了认知负荷的不同体验顺序对用户感知和行为意图的影响。总的来说，这项研究的结果表明，适当应用峰终效应，通过用户的调节焦点方式进行调节，可以减轻用户的负面心理效用意象，减少他们感知到的不确定性和选择退出 GMMC 的意图。然后讨论了对研究和实践的重要影响。