How to effectively implement commercial gamification in digital commerce has become crucial in both academic research and marketing practice, with increasing attention directed towards immersion-based gamification. Drawing upon the task-technology fit framework, we developed a theoretical model to examine the joint influences of immersion-based gamification (technology characteristic), game task modularity (task characteristic), and self-efficacy (individual characteristic) on consumer perceived value, which subsequently affect behavioral intentions. We conducted an experimental study to test the research model and found that (1) immersion-based gamification has a significant dominant impact on consumer perceived value, thus facilitating consumer use intention and purchase intention towards gamified systems; (2) the effectiveness of immersion-based gamification depends on game-task modularity and self-efficacy. This study contributes to the human-computer interaction literature and gamification research by theoretically and empirically explicating the interaction influences of gamification, task characteristics, and user characteristics on consumer perceived value and desired consumer behavioral intentions.

Despite the growing proliferation of AI-based voice assistants in our daily lives, how different functions of AI-based voice assistants affect users’ post-adoption usage behaviours remains an under-investigated research question. This study explores the nature and causation of post-adoption usage behaviours (effective utilisation after initial adoption or diffusion) within the context of AI-based voice assistants. Using a sequential mixed-methods research design, we first identify the post-adoption usage behaviours of AI-based voice assistants as a multidimensional concept comprised of routine use and extended use, then develop a contextualised model by revealing technology-specific antecedents, cognitive beliefs, and boundary conditions. By integrating results from the quantitative study and qualitative study, we find that three technology affordances (i.e., anthropomorphism affordance, interactivity affordance, and personalisation affordance) are salient antecedents of two cognitive beliefs, which further affect users’ routine use and extended use of AI-based voice assistants. Additionally, we uncover use frequency as a boundary condition and obtain a complementary view of post-adoption usage of AI-based voice assistants. The empirical research findings can extend the post-adoption IS usage literature and provide practical implications for crafting user-centred functionalities to facilitate effective human-AI interactions.

Governments realize a significant gap exists between existing efforts in customer experience and citizen expectations for implementing a digital platform in e-government (DPEG), hindering citizens’ continuance intention. This study proposes a novel initiative called gamification-enabled customer experience. Based on the motivational lens, we develop and test a conceptual research model. We find that gamification-enabled customer experience positively impacts intrinsic and extrinsic motivations and continuance intention towards DPEG. Our results enrich IS research on digital platforms, customer experience, types of motivation, and behavior. We also offer practical guidelines for implementing a DPEG to execute gamified customer experience strategies.

Given the uncertainty of online transactions in metaverse shopping, the digital economy encourages building a trustworthy virtual environment. Based on media richness theory, this article examines how the perceived media richness of the metaverse helps engender multidimensional trust (i.e., cognitive trust and affective trust) and leads to purchase intention in the context of metaverse shopping. The proposed model is tested based on survey data from 332 consumers on an online scenario-based platform pertaining to metaverse initiatives. Structural equation modeling is used to examine the proposed research model. The empirical research findings show that the perceived media richness of the metaverse builds cognitive trust and affective trust, which in turn affects purchase intention towards metaverse shopping. Furthermore, we classify consumers into digital natives (DNs) and digital immigrants (DIs) based on chronological age and examine the different influences of the two dimensions of trust on purchase intention towards metaverse shopping between the two groups. We identify and address several knowledge gaps in the extant trust literature. We also discuss the theoretical and managerial implications and propose several suggestions for future research.