The Compounding Impact of Gamification Design on Online Consumers' Perceived Value and Continuous Use Intention

This study aims to explore the impact of gamification design on online consumers' perceived value and continued use of hospitals. Based on consumer perceived value theory and gamification design elements, this paper constructs a model of the influence of gamification design on consumers' intention to continue using the hospital. The data were collected through an online questionnaire, and 204 valid samples were obtained. The reliability and validity were tested by SPSS, and the hypotheses were further tested by structural equation model analysis using AMOS. The results showed that perceived utilitarian value and perceived hedonic value significantly influenced online consumers' intention to continue to use, rewards significantly influenced perceived utilitarian value and perceived hedonic value, entertainment significantly influenced perceived utilitarian value and perceived hedonic value, social interaction and visual attraction significantly influenced perceived utilitarian value, but did not significantly influence perceived hedonic value.