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Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective.

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Title: Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective.
Authors: Zhang, Lin (AUTHOR), Shao, Zhen (AUTHOR), Chen, Bin (AUTHOR)
Source: International Journal of Human-Computer Interaction. May2026, Vol. 42 Issue 9, p6716-6732. 17p.
Subjects: Gamification, Self-efficacy, Perceived benefit, Electronic commerce, Consumer behavior
Abstract: How to effectively implement commercial gamification in digital commerce has become crucial in both academic research and marketing practice, with increasing attention directed towards immersion-based gamification. Drawing upon the task-technology fit framework, we developed a theoretical model to examine the joint influences of immersion-based gamification (technology characteristic), game task modularity (task characteristic), and self-efficacy (individual characteristic) on consumer perceived value, which subsequently affect behavioral intentions. We conducted an experimental study to test the research model and found that (1) immersion-based gamification has a significant dominant impact on consumer perceived value, thus facilitating consumer use intention and purchase intention towards gamified systems; (2) the effectiveness of immersion-based gamification depends on game-task modularity and self-efficacy. This study contributes to the human-computer interaction literature and gamification research by theoretically and empirically explicating the interaction influences of gamification, task characteristics, and user characteristics on consumer perceived value and desired consumer behavioral intentions. [ABSTRACT FROM AUTHOR]
Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective.
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  Data: <searchLink fieldCode="AR" term="%22Zhang%2C+Lin%22">Zhang, Lin</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Shao%2C+Zhen%22">Shao, Zhen</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Chen%2C+Bin%22">Chen, Bin</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Human-Computer+Interaction%22">International Journal of Human-Computer Interaction</searchLink>. May2026, Vol. 42 Issue 9, p6716-6732. 17p.
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  Data: <searchLink fieldCode="DE" term="%22Gamification%22">Gamification</searchLink><br /><searchLink fieldCode="DE" term="%22Self-efficacy%22">Self-efficacy</searchLink><br /><searchLink fieldCode="DE" term="%22Perceived+benefit%22">Perceived benefit</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+commerce%22">Electronic commerce</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: How to effectively implement commercial gamification in digital commerce has become crucial in both academic research and marketing practice, with increasing attention directed towards immersion-based gamification. Drawing upon the task-technology fit framework, we developed a theoretical model to examine the joint influences of immersion-based gamification (technology characteristic), game task modularity (task characteristic), and self-efficacy (individual characteristic) on consumer perceived value, which subsequently affect behavioral intentions. We conducted an experimental study to test the research model and found that (1) immersion-based gamification has a significant dominant impact on consumer perceived value, thus facilitating consumer use intention and purchase intention towards gamified systems; (2) the effectiveness of immersion-based gamification depends on game-task modularity and self-efficacy. This study contributes to the human-computer interaction literature and gamification research by theoretically and empirically explicating the interaction influences of gamification, task characteristics, and user characteristics on consumer perceived value and desired consumer behavioral intentions. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/10447318.2025.2488597
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        Text: English
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        Type: general
      – SubjectFull: Self-efficacy
        Type: general
      – SubjectFull: Perceived benefit
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      – SubjectFull: Electronic commerce
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      – SubjectFull: Consumer behavior
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      – TitleFull: Exploring the Role of Immersion-Based Gamification in Enhancing Online Consumer Perceived Value and Behavioral Intentions: A Task-Technology Fit Perspective.
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              Text: May2026
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