Correlation between Consumer Characteristics and the International Coffee Chain Brand Membership System: The Gamification Perspective through Apps

We explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of the gamification system of the MDE theory were used to analyze members’ gamification sentiments: “Achievement”, “Challenges”, and “Immediate Feedback”. Variables representing members’ characteristics included gender, age, education level, occupation, monthly income, and recent consumption frequency. In using branded apps, males experienced a stronger sense of “Achievement” compared to females. However, there was no significant difference among members with varying monthly incomes regarding these three gamification elements. Members who made one to four purchases displayed higher levels of “Challenge” and “Immediate Feedback” than those who made no purchases. Such results underscore the importance of member characteristics in diverse gamification experiences. It is recommended that coffee chain brands customize their apps to align with the distinct preferences of their member demographics. Additionally, for members who make frequent purchases, brands must design various challenge levels and provide advanced feedback to enhance their engagement in the gamified system.