Figure 1
A diagram of a research model. The diagram is structured into three main sections: Affordance Dimensions, Gameful Experience Dimensions, and Sustained User Engagement. The Affordance Dimensions section includes four labeled components: Achievement Affordance, Identity Affordance, Competition Affordance, and Self-Expression Affordance. These components are connected by arrows labeled H1a–H1f, H2a–H2f, H3a–H3f, and H4a–H4f to the Gameful Experience Dimensions section, which includes six labeled components: Enjoyment, Absorption, Creative Thinking, Activation, Absence of Negative Affects, and Dominance. These components are connected by arrows labeled H5a–H5f to the Sustained User Engagement component. Additionally, a component labeled Customer Expertise is connected via arrows labeled H6a–H6f, indicating its moderating role in the relationship between the Gameful Experience Dimensions and sustained user engagement.Research model