How a company's gamification strategy influences corporate learning: A study based on gamified MSLP (Mobile social learning platform)

摘要

Advances in personal devices and communication technologies have changed the learning landscape. Gamification is the use of technology to promote and induce the user's internal motivation by exploiting the game's characteristics. Recently, mobile learning applications introduce various gamification strategies to provoke users' voluntary participation. However, empirical evidence on how to attract users and influence sustained usage is limited. This study establishes a theoretical basis for designing learning applications and discusses its impact on business. A series of gamification strategies such as Competition, Challenge, Compensation, Relationship, and Usability, were applied to a company's Mobile Social Learning Platform (MSLP). A survey result of 293 users from South Korea was used for the advanced mediation model analysis. The result showed that Challenge, Relationship, and Usability had affected Flow and Continuous usage intention. This paper argues that the user's usage intention will have a positive effect on voluntary learning. It also provides a significant implication for organizational effectiveness through the development and application of mobile learning platform.