Effect of gamification on mobile fitness application engagement using goal setting theory

Abstract

Research efforts at investigating the extension and joint forces of Goal Setting Theory as internal forces with gamification as external forces on engagement have received less attention among scholars especially in mobile fitness application context in Malaysia. Thus, there have been calls for the exploration of Goal Setting Theory with gamification that influence engagement behavior relationships. The aim of this research is to extend Goal Setting Theory by adding gamification engagement on mobile fitness application among Malaysian Gen Y group. Quantitative technique was used in this study and data were collected from 355 mobile fitness application user among Gen Y in Malaysia using purposive sampling techniques. Data analysis were conducted using SPSS (V23) and SmartPLS3. Results indicated that the Goal Setting Theory variables and gamification explained engagement behavior both as internal and external forces. The research finding also revealed that goal core directly influenced user engagement; while goal mechanisms fully mediated the relationship between goal core and engagement. Furthermore, the gamification was found to significantly moderate the influence of goal core on engagement. The research contributes to theory by integrating the literature on Goal Setting Theory and gamification, while the practical implication of the study provides an engagement strategy for gymnasium owners through mobile fitness application.