In How Does Gamification Improve User Experience?, Hsu and Chen argue that user experience plays a critical role in influencing users’ perceptions of benefits, values, and brand identity. Hsu and Chen research the consequences of user experience and its role in online gamification context. By using a structural equation modeling, they test the relationships among perceived mobility, utilitarian and hedonic features, user experience, perceived benefits, types of perceived value, and brand equity in terms of online gamification context.

Based on their research and testing, Hsu and Chen argue that perceived mobility has a significant impact on utilitarian and hedonic features. However, perceived mobility and utilitarian and hedonic features impact user experience. Consequently, this influences perceived benefits, types of perceived value, and brand equity. The purpose of their study is to help guide website managers in improving their users’ perception of benefits, value, and brand equity in a more effective manner.

Throughout this study, I agreed with Hsu and Chen’s findings because of the knowledge I have from marketing classes. I do believe user experience greatly impacts user’s perceptions of benefits, values, and brand identity. For example, I’m a big Starbucks fan, so I’m a part of their Starbucks loyalty program. Starbucks introduced the Starbucks Rewards app which is based off a completion system where customers earn points with purchases, and those points can be redeemed with different prizes. I really enjoy the app and my experience at Starbucks because of all the added benefits. The app allows me to order my drinks or food ahead, so I get to beat the line. Another benefit of the app is it allows you to store cards on your account, so you don’t have to worry about remembering your wallet or your loyalty card. I can use my points to get a discount on drinks and food which is a very important benefit to me as a college student.