Presenting a Gamification Model on Improving Leisure Time Experiences with an Emphasis on Physical Activity

The gamification is doing activities with games that do not have a game aspect and can play an important role in improving leisure time experiences related to physical activity. As a result, the current research was conducted with the aim of presenting a gamification model on improving leisure time experiences with an emphasis on physical activity.

This study in terms of purpose was applied and in terms of implementation method was descriptive from type of correlation. The research population was all youth people of Tehran city in the north and west areas in 2021 year who used the physical activity application (Samsung Health) on their mobile at least 2 times a week. The research sample was 410 people who were selected by purposive sampling method. The research tools were personal information checklist and researcher-made gamification questionnaire. The data were analyzed by the exploratory factor analysis and structural equation modeling methods in SPSS and PLS software.

The findings showed that gamification has 69 indicators in 14 components and 5 dimensions including product features (with three components of perceived dynamism, beneficial features and pleasure-seeking features), leisure time experiences with an emphasis on physical activity (with one component), perceived values (with four component of exchange value, social value, experiential value and informational value), perceived benefits (with two components of individual benefits and social benefits) and brand specific values (with four components of perceived quality, brand loyalty, brand association and brand trust) which the factor loading and average variance extracted of all them was higher than 0.50 and the reliability of all of them was higher than 0.70. Also, the gamification model on improving leisure time experiences with an emphasis on physical activity had a good fit, and product features had a direct and significant impact on leisure time experiences with an emphasis on physical activity and leisure time experiences with an emphasis on physical activity had a direct and significant impact on perceived values, perceived benefits and brand special values (P<0.001).

The results of this study indicated the effective role of product features on improving leisure time experiences and its effective role on perceived values, perceived benefits and brand special values.