ABSTRACT
Combining games with mobile commerce applications has been a trend in recent years. Mobile commerce is attracting a large number of people, especially females, to play mini games on the platform. The gamification of mobile commerce may affect users' platform satisfaction. This study aims to explore the intention of female users to play mobile commerce games and its impact on platform satisfaction. We collected data from females in China who played mobile commerce games and then used a structural equation model to test the various hypotheses we made. The results showed that game use intention fully mediated the impact of performance expectation, hedonic motivation, and social influence on platform satisfaction. Effort expectation had no significant impact on game use intention but had a positive impact on platform satisfaction. Game use intention had a positive impact on platform satisfaction. The frequency of playing games and the amount of money spent on the platform were positively correlated with game use intention. Females over 25 years old preferred to play mobile commerce games. This study provides a theoretical reference and practical enlightenment and makes a specific contribution to the development of mobile commerce platform and the application of gamification. However, this study has limitations in terms of test samples, research methods and research content, and further research on mobile commerce is required in the future.
ABSTRACT
Physical activity is an important tool for promoting women's health. Increasing adherence to physical activity is a challenge for governments and private entities. One of the main objectives of the fitness sector is to build customer loyalty. Their behavioural intentions according to gender and age may be a determining factor. The aim of this study was to establish a model that relates the fitness centre's quality as perceived by female customers, these customers' future intentions, satisfaction, and age. A total of 745 women participated in this study, with a mean age of 32.97 ± 14.11, divided into three age groups. A confirmatory analysis, a factor invariance analysis, and a multi-group analysis were conducted to verify the validity and reliability of the model. The results revealed that quality is an antecedent of both perceived value and satisfaction in the three age groups. Perceived value is a precursor of satisfaction, except in the group of women over 45 years old. The only antecedent to adaptation to price is quality, except in the older age group. Finally, perceived value was found to be related to adaptation to price. These results will facilitate the development of strategies to promote physical activity among women according to their age.