Abstract
Gamification is now widely used in many fields such as medical education, marketing campaigns and human-computer interaction, and has proven to be an effective tool to attract users and enhance user engagement. Technologies such as virtual reality, artificial intelligence, and blockchain continue to develop rapidly and receive widespread attention from society, and blockchain technology-based art Non-Fungible Token (NFT) brings innovation to the existing market model. Based on the value co-creation theory, this paper studies the motivation of adopting gamification in art NFT, analyzes its connection with user engagement, loyalty and self-brand connection, and provides a theoretical basis and future development direction for the development of gamification in art NFT. Data were collected from a sample of 100 Chinese art NFT users aged between 20 and 30 years old, and the collected data were analyzed using AMOS 25 and Process Macro for SPSS. The findings show that user achievement, social and immersion motivations all positively influence art NFT interactions, as well as all three subsets of user engagement (Pleasure, Arousal, and Dominance) also play a significant positive role in increasing loyalty. User engagement fully mediated the association between motivation and loyalty, while self-branding ties weakened the mediating relationship. The findings suggest that future gamification of art NFT needs to be further personalized and expanded to explore how different gamification features, content, and styles can more effectively satisfy users and the potential to engage users of all ages.
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Wang, J., Jiang, H., Sun, J., Deng, L. (2023). Motivation to Adopt Gamification in NFT. In: Marcus, A., Rosenzweig, E., Soares, M.M. (eds) Design, User Experience, and Usability. HCII 2023. Lecture Notes in Computer Science, vol 14030. Springer, Cham. https://doi.org/10.1007/978-3-031-35699-5_44
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