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Transformative value and the role of involvement in gamification and serious games for well-being

Rory Francis Mulcahy (School of Business, University of the Sunshine Coast, Sunshine Coast, Australia)
Nadia Zainuddin (University of Wollongong, Wollongong, Australia)
Rebekah Russell-Bennett (Department of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 21 August 2020

Issue publication date: 8 February 2021

1808

Abstract

Purpose

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.

Design/methodology/approach

Four gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.

Findings

The results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.

Originality/value

This research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature.

Keywords

Citation

Mulcahy, R.F., Zainuddin, N. and Russell-Bennett, R. (2021), "Transformative value and the role of involvement in gamification and serious games for well-being", Journal of Service Management, Vol. 32 No. 2, pp. 218-245. https://doi.org/10.1108/JOSM-05-2019-0137

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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