To stay or not to stay? Discontinuance intention of gamification apps

As the application of gamification is gaining great attention and has grown increasingly, thousands of these applications can be easily obtained from mobile phone stores, thus causing intensified competition and discontinuance of use accordingly. Besides, though understanding what factors influence the discontinuance of use of information systems (ISs) is critical for theoretical as well as practical reasons, studies pertaining to the saliency of the final phase, termination of an IS, are still limited. As such, the purpose of this paper is to propose a holistic view to fulfill the above-mentioned research gaps based on the expectation-confirmation model with other salient factors such regret, habit and gamification app values.

The context of a fitness gamification app is investigated. A total of 210 valid responses were received, and structural equation modeling was applied for data analysis.

The findings of this paper are as follows: among all factors influencing discontinuance intention, regret is the strongest, habit is second and gamification is third; among all factors affecting user satisfaction, gamification app value is the strongest, confirmation is second, perceived usefulness (PU) and perceived ease of use are third and regret is the last one; for factors influencing users’ habits, satisfaction is the strongest, following by PU and frequency of prior use; confirmation negatively influences the degree of regret; and confirmation positively influences PU.

This study highlights the important determinants influencing users’ discontinuance intentions in the context of gamification apps by incorporating two overlooked factors, regret and habit. Besides, this study suggests that app designers can not only increase user’s perceived value through external cooperation with other alternatives, but can be through internal enhancement with diverse services development as well.