Gamification Effects on Users’ Stickiness on the Payment Platform: The Role of User Experience

Gamification as the art and science of turning customer’s everyday interactions into games that serve business purposes. In this study, we investigate how gamification of the mobile application (ant forest) affect users experience and stick to use the “Alipay” and adopt it as one of their regularly used payment scheme. We define three dimensions of user experience are usability, affect and user value. Results show that gamification has positive impacts on user usability, affect and user value experiences, but only user value experience has the significant effect on user stickiness. The current study also provides practical implications and contributions for gamification designer. Understanding contextual factors is critical for successful gamification interventions. For service provider and gamification designer, considering how to improve user experience is an effective way to increase their stickiness intention, which can promote income of platforms and busines