Research on the Impact of Gamification on Brand Equity

Abstract

This paper aims to clarify the relationship between gamification and brand equity based on self-determination theory and the stimulus-organism-response model of environmental psychology. It uses a questionnaire to collect data and hierarchical regression analysis to test the hypotheses. This research provides an empirical analysis of how gamification affects brand equity. Research results show that gamification and its three dimensions positively affect brand equity; game dynamics and components positively influence consumers' autonomy, competence, and relatedness, while game mechanics have no significant effect on the three basic needs. Autonomy, competence, and relatedness positively impact brand equity and partially mediate the relationship between gamification and brand equity. Openness, one of the five core personalities, positively moderates the impact of autonomy and relatedness on brand equity and negatively moderates the impact of competence on brand equity. This paper not only enriches self-determination theory and gamification theory but also provides suggestions for gamification practice.