THE IMPACT OF GAMIFICATION ELEMENTS ON THE CONTINUOUS BEHAVIOR OF MOBILE READING USERS

Paper has confirmed the impact of gamification on individuals' motivation, interests, and sense of achievement, but they have not explored its effects on communities. We have overlooked the specific context of gaming use and the demographic characteristics of users. Therefore, it is necessary to explore the impact of gamification on community users in specific contexts. This study investigates how gamification elements influence users' continuous usage behavior through the mediation of a virtual community sense. We used AMOS and SPSS to analyze data from 471 Chinese mobile reading users. The results indicate that gamification enhances users's continuous usage behavior by increasing virtual community sense, revealing the mediating role of virtual community sense and the moderating effects of relationship strength. This study enriches the gamification theory and provides strategies and suggestions for practitioners to enhance platform user stickiness and engage in platform management.