Abstract
Gamification is increasingly recognized as a strategic approach in business, where game elements and reward systems are used to enhance customer engagement. This study aims to analyse the psychological factors influencing consumer intention to engage in gamification and their resulting brand attitude in the context of Indonesia’s digital market. Using a quantitative method, the research surveyed 397 respondents who had interacted with gamified applications. Data were analysed using Structural Equation Modelling Partial Least Square (SEM PLS) through Smart PLS software. The data suggest that perceived usefulness does not greatly influence customers’ propensity to engage in gamification. However, it does positively improve their brand opinion. A major factor is perceived social influence, positively impacting both engagement intention and brand attitude. Similarly, perceived enjoyment significantly enhances both variables, underlining the importance of intrinsic motivation in gamified experiences. Furthermore, the study finds that consumers’ intention to engage in gamification positively contributes to a favourable brand attitude. This research offers valuable insights into how gamification affects consumer behaviour, particularly in the emerging market of smart wearable technology. It contributes to the theoretical development of gamification within the framework of the Technology Acceptance Model (TAM), by incorporating motivational and social dimensions. The results also provide practical implications for businesses aiming to design engaging gamified systems to build stronger brand connections. By focusing on smart ring users in Indonesia, this study presents a novel perspective on consumer-brand interactions in technology-based marketing environments.
Keywords: Brand Attitude, Consumer Engagement, Gamification, Smart Ring.