X-TAM: A Technology Acceptance Model Framework to Engage Users with Gamified COVID-19 Preventive Measures

Mohd Hazim Afiq, Kalana (2024) X-TAM: A Technology Acceptance Model Framework to Engage Users with Gamified COVID-19 Preventive Measures. Masters thesis, Universiti Malaysia Sarawak.

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Abstract

During the COVID-19 pandemic, various pandemic applications have emerged, including contact tracing, information dissemination, and patient monitoring, to mitigate the spread of the virus. While these initiatives have shown effectiveness in reducing transmission, their success during the endemic phase remains uncertain. Engagement with COVID-19 initiatives has started to wane among individuals, both during and post-pandemic. This study addresses this issue by exploring the potential of gamification to increase users’ engagement with COVID-19 initiatives. The research utilizes the Technology Acceptance Model (TAM) as a framework to validate the influence of gamification on users’ engagement. By combining TAM with gamification, the study examines the acceptance of a gamified COVID-19 mobile application and its impact on users’ engagement with pandemic initiatives. The research specifically focuses on the constructs of gamification perceived usefulness (GPU), gamification perceived ease of use (GEOU), and attitude toward gamification (ATUG), and their relationships with users’ engagement. The findings indicate that GPU had the strongest positive impact on users’ engagement (β = 0.424, p < 0.001), followed by ATUG (β = 0.358, p < 0.001), while GEOU (β = 0.096, p = 0.194) showed a smaller but positive effect. These results suggest that gamification enhances user motivation and promotes behavioral changes in practicing COVID-19 preventive measures. These findings contribute to a better understanding of how gamification can be effectively employed in mobile applications to promote adherence to pandemic prevention measures, benefiting both current and future pandemic situations.

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