게임화 디자인이 사용자의 지속적 사용 의도에 미치는 영향에 관한 연구 -브랜딩 활용 사례를 중심으로- = A Study on the impact of gamification design on users' continuous usage intention -Focused on branding use cases

다국어 초록 (Multilingual Abstract)

Gamification design elements and mechanics have been widely used as sustainable design strategies. However, few studies have explored the relationship between game elements and consumers' continued use of gamified services. This study analyzes how gamification design influences users' gaming behaviors and awakens positive emotions, thus increasing users' stickiness to the brand. The research model is based on the Mechanics-Dynamics-Aesthetics(MDA) framework and empirically investigated with 411 Nike Run Club(NRC) App users. The results show that self-challenge is an antecedent factor affecting self-gain, fun, and social interaction, while self-gain and social interaction affect fun. The results also show that fun is the most important of all factors as it is the factor that influences brand attitudes and continued use. The findings provide valuable insights into the sustainability of the design industry as it relates to app branding operations.