Unpacking how gamification promotes prosocial behaviors through means-end chain theory lens: A case study of momo piggy Bank

Abstract

Recently, gamification has been popularly used by various mobile apps to enhance user experience and satisfaction. Meanwhile, users also express significant rising awareness and concern about social responsibility and prosocial behaviors. This offers an opportunity for companies to bring gamification in their mobile apps to satisfy customers’ concerns and gain new customers. Using MoMo Piggy Bank in MoMo app, this study bases on Means-End Chain theory and related literature to explore how four gamification features (i.e., Autonomy, Social Comparison, Achievement, and Challenge) influence four aspects of users’ fulfillment (Unfolded Self and Life, Worthwhile Life, Positive Impact and Legacy, and Fulfilled Life Affective Experience), which in turn impact Well-being and Self-transcendence, resulting in Continue to Use and Word of Mouth. The hypotheses were then tested by using survey data from 500 respondents who have experience with MoMo Piggy Bank. The findings show that Autonomy, Social Comparison, Achievement, and Challenge have significant positive effects on key aspects of users’ fulfillment such as Unfolded Self and Life, Positive Impact and Legacy, Worthwhile Life, and Fulfilled Life Affective Experience. Among the four aspects, Unfolded Self and Life and Fulfilled Life Affective Experience play crucial roles in enhancing Well-being and Self-transcendence. However, Well-being influences Continue to Use and Word-of-Mouth Sharing (WOM) while Self-transcendence does not influence Continue to Use and WOM Sharing, highlighting the interesting relationships between these variables. This study significantly contributes to the gamification literature and suggests useful implications for mobile app businesses