مجلة الإدارة والتنمية للبحوث والدراسات
Volume 15, Numéro 1, Pages 384-408
2026-06-01

Gamification, Consumer Involvement, And Motivation: An Empirical Examination Of Their Interrelationships



Authors : Boukerch Yahia . Rahmoune Lamis .

Abstract

This study investigates how gamification influences consumer involvement and motivation in non-gaming contexts. The results indicate that familiarity with gamification elements significantly enhances consumer involvement, which in turn strongly predicts motivation. While familiarity shows a limited direct effect on motivation, involvement emerges as the primary driver of motivational outcomes. These findings reveal a sequential mechanism whereby familiarity facilitates engagement, but sustained motivation depends on involvement. The study contributes to gamification literature by clarifying the distinct pathways through which gamification affects consumer motivation and offers practical implications.

Keywords

gamification ; consumer involvement ; motivation ; user experience

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