Measuring the Influence of Web Features in the Online Gamification Environment: A Multimediation Approach

Considering the increasing importance of user experience and the influence of gamification techniques in the online business environment. This research explores the antecedents and outcomes of user experience in the context of website features. We proposed a multimediation conceptual framework integrating several constructs to test the user response about online gamification. This study used PLS‐SEM to measure the direct and mediating relationship among hedonic features and utilitarian features user experience, monetary value, experiential value, satisfaction, and behavioral consequences in the online gamification environment. The findings indicate that hedonic features and utilitarian features directly affect user experience, further influencing user satisfaction, intention to use, and recommendation. Moreover, experiential value and monetary value also have a significant effect on user experience and user satisfaction. The study also confirmed the mediating effect of user experience, monetary value, experiential, and user satisfaction. Hence, this study’s results can help web managers provide users’ memorable experiences of using such gamification websites, which in turn increase their satisfaction and arouse expected behavioral intentions.