Introduction: In recent years, the concept of gamification is one of the fastest growing trends in the field of wellness to persuade, motivate and change the behavior of users. Despite the increasing use of gamification mechanisms in physical activities, there are limitations in the field of creating special value for users. Although there is extensive literature in the field of user experience and gamification, few studies have empirically investigated how gamification, by creating perceived value for users in using gamified applications, affects the functional, emotional, and social value experienced by users in using gamification. . The present study proposes the use of gamification as a strategy to encourage users to exercise regularly with the approach of the value of using gamified programs in the form of the theory of consumption value.
Research method: The current research was applied and of the semi-experimental research type and based on the structural equation model. The sample size was determined by Jpower software, 31 samples were randomly selected from students of Shahid Beheshti University who were familiar with Fitocracy social network. The measurement tool included the Pura (2005) and Sweeney and Soutar (2001) consumer value theory questionnaire. The implementation method was that users entered the information about their progress into the program by performing activities and following the plans they defined for themselves. After one month, 25 users who reached the bronze level were able to stay in the research and complete the aforementioned questionnaire. Finally, structural equations were used in PLS4 software to analyze the research data.
Findings: The studies showed that the sample size is sufficient to generalize the results to the society (≥ 0.6KMO). Cronbach's alpha higher than 0.7; The composite reliability index is higher than 0.7 and the average variance is higher than 0.5. The results indicated that all research hypotheses have been confirmed. Gamification has a positive and significant effect on the dimensions of users' consumption value and creates functional, emotional and social value for users.
Discussion and conclusion: Gamification, as a technique to change consumption behavior, effectively engages and motivates users and leads to more consumption behaviors, and with a positive effect on users' attitudes, it can lead to the adoption of innovative technologies. Research and development companies in Iran should develop gamification platforms for sports businesses and promote physical activity of users, especially public sports, and continuously simplify the process of using it. Encouraging the use of gamify programs can not only improve and maintain people's physical performance, but also create more potential social solidarity.