Table 2 Overview of research design Step... | Emerald Publishing

Table 2

Overview of research design

Step	Description
1. Literature review and model development	Identification of research gaps in gamification, branded apps and GFCV. Development of the conceptual model and formulation of hypotheses linking GAMEX, PP, PU, BAE and GFCV.
2. Survey design	Construction of a structured questionnaire using validated multi-item scales: GAMEX (Eppmann et al., 2018), PP and PU (Moon and Kim, 2001), BAE (Hsieh et al., 2023), and GFCV (Haws et al., 2014). Responses measured on a 5-point Likert scale
3. Data collection	Data collected between June and October 2024 through Google Forms using two channels: online distribution and in-store recruitment via QR code. Purposive sampling of individuals experienced in both green food consumption and gamified branded apps produced 680 valid responses
4. Data analysis	Data preparation and descriptive statistics conducted in SPSS 28, including reliability assessment through Cronbach’s alpha. Confirmatory Factor Analysis (CFA) in AMOS 28 verified convergent and discriminant validity. Discriminant validity assessed using the Fornell–Larcker criterion and the heterotrait–monotrait (HTMT) ratio
5. Structural model testing (CB-SEM)	Covariance-Based Structural Equation Modelling performed in AMOS 28 to test hypothesised relationships among constructs. Model fit evaluated using χ²/df, CFI, TLI/NNFI, IFI, GFI, AGFI, SRMR and RMSEA indices
6. Results and interpretation	Evaluation of model fit and hypothesis testing. Discussion of theoretical and managerial implications drawn from the validated structural model

Step	Description
1. Literature review and model development	Identification of research gaps in gamification, branded apps and GFCV. Development of the conceptual model and formulation of hypotheses linking GAMEX, PP, PU, BAE and GFCV.
2. Survey design	Construction of a structured questionnaire using validated multi-item scales: GAMEX (Eppmann et al., 2018), PP and PU (Moon and Kim, 2001), BAE (Hsieh et al., 2023), and GFCV (Haws et al., 2014). Responses measured on a 5-point Likert scale
3. Data collection	Data collected between June and October 2024 through Google Forms using two channels: online distribution and in-store recruitment via QR code. Purposive sampling of individuals experienced in both green food consumption and gamified branded apps produced 680 valid responses
4. Data analysis	Data preparation and descriptive statistics conducted in SPSS 28, including reliability assessment through Cronbach’s alpha. Confirmatory Factor Analysis (CFA) in AMOS 28 verified convergent and discriminant validity. Discriminant validity assessed using the Fornell–Larcker criterion and the heterotrait–monotrait (HTMT) ratio
5. Structural model testing (CB-SEM)	Covariance-Based Structural Equation Modelling performed in AMOS 28 to test hypothesised relationships among constructs. Model fit evaluated using χ²/df, CFI, TLI/NNFI, IFI, GFI, AGFI, SRMR and RMSEA indices
6. Results and interpretation	Evaluation of model fit and hypothesis testing. Discussion of theoretical and managerial implications drawn from the validated structural model