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Keywords: UTAUT
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Journal Articles
Do gamified elements affect young people’s use behaviour on consumption-related mobile applications?
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (3): 368–386.
Published: 10 February 2021
... designs. Use behaviour is affected by Gamification elements. Affective need and social need link up uses and gratification (U&G) theory and unified theory of acceptance and use of technology (UTAUT)in gamification context. This study confirms the affective need affecting behavioural intention...
