Summarization of the mediators
| Upper category . | Count . | Upper category . | Count . | ||
|---|---|---|---|---|---|
| System-related (n = 90) | Consumer value-related (n = 130) | ||||
| Gameful experience (n = 47) | Engagement with the gamified system | 10 | Hedonic (n = 31) | Perceived enjoyment | 18 |
| Flow | 9 | Hedonic value (general) | 13 | ||
| Playfulness | 7 | Utilitarian (n = 27) | Utilitarian value (general) | 24 | |
| Product/service experience (general) | 6 | Service quality | 3 | ||
| Presence | 5 | Social (n = 21) | Social connection | 6 | |
| Immersion | 4 | Social influence | 5 | ||
| Perceived interactivity | 4 | Social interaction | 3 | ||
| Involvement level | 2 | Normative community pressure | 2 | ||
| Perception of the design (n = 31) | Perceived ease of use | 10 | Conformity with social network | 1 | |
| Perceived vividness | 3 | Recognition | 1 | ||
| Attractiveness of the gamified system | 2 | Relatedness | 1 | ||
| Emotional attachment with the gamified service | 2 | Psychological contract | 1 | ||
| Perceived competence | 2 | Subjective norm | 1 | ||
| Perceived effectiveness | 2 | Motivation (n = 35) | Intrinsic need | 13 | |
| Performance of the system | 2 | Psychological need (general) | 6 | ||
| System design | 2 | Extrinsic need | 4 | ||
| Advergame content | 1 | Intention to engage with gamified system | 4 | ||
| Perceived challenge | 1 | Customer commitment | 2 | ||
| Perceived control | 1 | Cognitive fit | 1 | ||
| Social innovativeness | 1 | Habit | 1 | ||
| Hedonic innovativeness | 1 | Self-identification | 1 | ||
| Website characteristics | 1 | Self-presentation | 1 | ||
| Attitude (n = 7) | Attitude towards advergame | 7 | Sensation seeking | 1 | |
| Information characteristics (n = 5) | Persuasion knowledge | 3 | Willingness to use | 1 | |
| Product/service information | 2 | Other (n = 16) | Consumer perceived value (general) | 10 | |
| Product-, service- and brand-related (n = 68) | Consumer curiosity | 2 | |||
| Product/Service (n = 45) | Satisfaction | 19 | Environmental concern | 1 | |
| Engagement with products/services | 13 | Financial value | 1 | ||
| Attitude toward products/services | 7 | Knowledge acquisition | 1 | ||
| Trust | 3 | Reciprocal benefit | 1 | ||
| Perceived advantage of the product/service | 2 | Miscellaneous (n = 4) | |||
| Identification with product/service | 1 | Expectancy | 1 | ||
| Brand (n = 23) | Brand engagement | 17 | Transportability | 1 | |
| Brand love | 3 | Review usefulness | 1 | ||
| Brand placement acceptance | 1 | Word of mouth | 1 | ||
| Brand recall | 1 | ||||
| Self-brand congruity | 1 | ||||
| Upper category . | Count . | Upper category . | Count . | ||
|---|---|---|---|---|---|
| System-related (n = 90) | Consumer value-related (n = 130) | ||||
| Gameful experience (n = 47) | Engagement with the gamified system | 10 | Hedonic (n = 31) | Perceived enjoyment | 18 |
| Flow | 9 | Hedonic value (general) | 13 | ||
| Playfulness | 7 | Utilitarian (n = 27) | Utilitarian value (general) | 24 | |
| Product/service experience (general) | 6 | Service quality | 3 | ||
| Presence | 5 | Social (n = 21) | Social connection | 6 | |
| Immersion | 4 | Social influence | 5 | ||
| Perceived interactivity | 4 | Social interaction | 3 | ||
| Involvement level | 2 | Normative community pressure | 2 | ||
| Perception of the design (n = 31) | Perceived ease of use | 10 | Conformity with social network | 1 | |
| Perceived vividness | 3 | Recognition | 1 | ||
| Attractiveness of the gamified system | 2 | Relatedness | 1 | ||
| Emotional attachment with the gamified service | 2 | Psychological contract | 1 | ||
| Perceived competence | 2 | Subjective norm | 1 | ||
| Perceived effectiveness | 2 | Motivation (n = 35) | Intrinsic need | 13 | |
| Performance of the system | 2 | Psychological need (general) | 6 | ||
| System design | 2 | Extrinsic need | 4 | ||
| Advergame content | 1 | Intention to engage with gamified system | 4 | ||
| Perceived challenge | 1 | Customer commitment | 2 | ||
| Perceived control | 1 | Cognitive fit | 1 | ||
| Social innovativeness | 1 | Habit | 1 | ||
| Hedonic innovativeness | 1 | Self-identification | 1 | ||
| Website characteristics | 1 | Self-presentation | 1 | ||
| Attitude (n = 7) | Attitude towards advergame | 7 | Sensation seeking | 1 | |
| Information characteristics (n = 5) | Persuasion knowledge | 3 | Willingness to use | 1 | |
| Product/service information | 2 | Other (n = 16) | Consumer perceived value (general) | 10 | |
| Product-, service- and brand-related (n = 68) | Consumer curiosity | 2 | |||
| Product/Service (n = 45) | Satisfaction | 19 | Environmental concern | 1 | |
| Engagement with products/services | 13 | Financial value | 1 | ||
| Attitude toward products/services | 7 | Knowledge acquisition | 1 | ||
| Trust | 3 | Reciprocal benefit | 1 | ||
| Perceived advantage of the product/service | 2 | Miscellaneous (n = 4) | |||
| Identification with product/service | 1 | Expectancy | 1 | ||
| Brand (n = 23) | Brand engagement | 17 | Transportability | 1 | |
| Brand love | 3 | Review usefulness | 1 | ||
| Brand placement acceptance | 1 | Word of mouth | 1 | ||
| Brand recall | 1 | ||||
| Self-brand congruity | 1 | ||||