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- W4387063417 endingPage "102062" @default.
- W4387063417 startingPage "102062" @default.
- W4387063417 abstract "Esports has been boosted by the proliferation of gamified social live streaming (SLS) platforms over the past few years. While previous research has recognized the complexity of gamification, limited scholarship has examined gamification effectiveness in terms of consumer loyalty in esports. Through the lens of technology acceptance model (TAM), the current study surveyed esports consumers of two SLS platforms (n = 583) to explore the relationships between gamification dimensions, TAM determinants, and SLS platform loyalty. We examined the structural model on both aggregate and segment-specific levels and revealed the existence of unobserved heterogeneity in the model’s paths and observations. The findings provided unique insights into gamification effectiveness and esports consumer heterogeneity. Theoretical and managerial implications were discussed accordingly." @default.
- W4387063417 created "2023-09-27" @default.
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- W4387063417 date "2023-11-01" @default.
- W4387063417 modified "2023-10-09" @default.
- W4387063417 title "Gamification for consumer loyalty: An exploration of unobserved heterogeneity in gamified esports social live streaming" @default.
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- W4387063417 doi "https://doi.org/10.1016/j.tele.2023.102062" @default.
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