Khám phá mặt tối trò chơi hóa: Quá tải xã hội, phản ứng cảm xúc và kiệt sức Gen Z trực tuyến
0
Ngày xuất bản Online:
25/10/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này khám phá tác động tiêu cực của các yếu tố trò chơi hóa đến sự kiệt sức của người dùng thương mại điện tử tại TP.HCM, thông qua vai trò trung gian của quá tải xã hội và phản ứng cảm xúc. Dữ liệu từ 308 người dùng có trải nghiệm với tính năng trò chơi hóa được phân tích bằng mô hình PLS-SEM trên phần mềm martPLS. Kết quả chỉ ra rằng cả quá tải xã hội và phản ứng cảm xúc đều có tác động thuận chiều, làm gia tăng đáng kể sự kiệt sức của người dùng, trong đó quá tải xã hội là yếu tố ảnh hưởng mạnh nhất, kế đến là phản ứng cảm xúc. Ngoài ra, nghiên cứu phát hiện yếu tố kỳ vọng đóng vai trò điều tiết, làm gia tăng tác động của tầm nhìn thành tích lên quá tải xã hội và của tính năng trang web lên phản ứng cảm xúc. Tầm nhìn thành tích và tính năng trang web có tác động gián tiếp lên sự kiệt sức thông qua cơ chế này. Kết quả cung cấp cảnh báo quan trọng cho các doanh nghiệp, đề xuất cần nhận diện các yếu tố gây quá tải, tối ưu thiết kế gamification để cân bằng cảm xúc, giảm kiệt sức cho khách hàng tại thị trường Việt Nam.
Abstract
This study explores the negative impact of gamification elements on e-commerce user exhaustion in Ho Chi Minh City, through the mediating roles of social overload and emotional feedback. Data from 308 users experienced with gamification features were analyzed using the PLS-SEM model on SmartPLS software. Results indicate that both social overload and emotional feedback have a significant positive effect on increasing user exhaustion, with social overload being the strongest influencing factor, followed by emotional responses. Furthermore, the study finds that expectancy plays a moderating role, strengthening the impact of achievement visibility on social overload and website features on emotional feedback. Achievement visibility and website features exert indirect effects on exhaustion through this mechanism. The findings provide a crucial warning for businesses, suggesting the need to identify overload-inducing factors and refine gamification design to better balance users’ emotional states and mitigate exhaustion risks in the Vietnamese market.
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, L86 - Information and Internet Services • Computer Software - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
Tài liệu tham khảo
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Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191–210.https://doi.org/10.1016/j.ijinfomgt.2018.10.013
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Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining "gamification". In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040
Dhir, A., Kaur, P., Chen, S., & Pallesen, S. (2019). Antecedents and consequences of social media fatigue. International Journal of Information Management, 48, 193–202. https://doi.org/10.1016/j.ijinfomgt.2019.05.021
Dimock, M. (2019). Defining generation Z: How people born after 1996 are shaping the future. Pew Research Center.https://www.pewresearch.org/fact-tank/2019/01/17/defining-generations-gen-z/
Du, H. S., Ke, X., & Wagner, C. (2020). Inducing individuals to engage in a gamified platform for environmental conservation. Industrial Management & Data Systems, 120(4), 692-713.https://doi.org/10.1108/IMDS-09-2019-0517
Edwards, J. R. (1996). An examination of competing versions of the person-environment fit approach to stress. Academy of Management Journal, 39(2), 292–339. https://doi.org/10.5465/256782
Emam, A. H., Al-Azzawi, A., & Hassan, H. (2021). Website features and design elements for people with disabilities. Computers in Human Behavior, 124, Article 106923. https://doi.org/10.1016/j.chb.2021.106923
Emam, A. H., Al-Azzawi, A., & Hassan, H. (2021). Website features and design elements for people with disabilities. Computers in Human Behavior, 124, Article 106923. https://doi.org/10.1016/j.chb.2021.106923
Folkman, S. (2013). Stress: Appraisal and coping. In M. D. Gellman & J. R. Turner (Eds.), Encyclopedia of behavioral medicine (pp. 1913–1915). Springer.https://doi.org/10.1007/978-1-4419-1005-9_215
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Garson, G. D. (2016). Partial least squares (PLS SEM): Regression and structural equation models. Statistical Associates Publishers.
Groening, C., & Binnewies, C. (2019). “Achievement unlocked!” – The impact of digital achievements as a gamification element on motivation and performance. Computers in Human Behavior, 97, 151–166.https://doi.org/10.1016/j.chb.2019.02.026
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2020). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book259281
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236–245.https://doi.org/10.1016/j.elerap.2013.01.004
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? — A literature review of empirical studies on gamification. In 2014 47th Hawaii International Conference on System Sciences (pp. 3025–3034). IEEE.https://doi.org/10.1109/HICSS.2014.377
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? — A literature review of empirical studies on gamification. In Proceedings of the 47th Hawaii International Conference on System Sciences (pp. 3025–3034). IEEE.https://doi.org/10.1109/HICSS.2014.377
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25–36. https://doi.org/10.1016/j.intmar.2016.03.001
Hsu, C. L., Chen, Y. C., Yang, T. N., & Lin, W. K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics, 34(4), 196-205.https://doi.org/10.1016/j.tele.2017.01.009
Huang, J., & Zhou, L. (2020). Social gamification affordances in the green IT services: Perspectives from recognition and social overload. Internet Research, 30(6), 1731–1756. https://doi.org/10.1108/INTR-05-2019-0204
Huotari, K., & Hamari, J. (2017). A definition for gamification: Anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21–31.https://doi.org/10.1007/s12525-015-0212-z
Jacobson, R. P., Mortensen, C. R., & Cialdini, R. B. (2011). Bodies obliged and unbound: Differentiated response tendencies for injunctive and descriptive social norms. Journal of Personality and Social Psychology, 100(3), 433–448.https://doi.org/10.1037/a0021470
Karr-Wisniewski, P., & Lu, Y. (2010). When more is too much: Operationalizing technology overload and exploring its impact on knowledge worker productivity. Computers in Human Behavior, 26(5), 1061–1072.https://doi.org/10.1016/j.chb.2010.03.008
Karr-Wisniewski, P., & Lu, Y. (2010). When more is too much: Operationalizing technology overload and exploring its impact on knowledge worker productivity. Computers in Human Behavior, 26(5), 1061–1072. https://doi.org/10.1016/j.chb.2010.03.008
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191–210.https://doi.org/10.1016/j.ijinfomgt.2018.10.013
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191–210. https://doi.org/10.1016/j.ijinfomgt.2018.10.013
Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508–515. https://doi.org/10.1016/j.chb.2015.08.008
Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508–515. https://doi.org/10.1016/j.chb.2015.08.043
Lim, W. M., Koay, K. Y., & Chong, W. C. (2021). The dark side of mobile social networking: Excessive use and its consequences. Computers in Human Behavior, 115, Article 106630. https://doi.org/10.1016/j.chb.2020.106630
Liu, J., & Song, Y. (2025). The impact of gamification feedback on online shopping platform addiction and compulsive online shopping—An empirical study based on the addiction of gamified marketing. SSRN. https://doi.org/10.2139/ssrn.5127218
Maier, C., Laumer, S., Eckhardt, A., & Weitzel, T. (2014). Giving too much social support: Social overload on social networking sites. European Journal of Information Systems, 24(5), 447–464. https://doi.org/10.1057/ejis.2014.3
Maier, C., Laumer, S., Eckhardt, A., & Weitzel, T. (2015). Giving too much social support: Social overload on social networking sites. European Journal of Information Systems, 24(5), 447–464. https://doi.org/10.1057/ejis.2014.3
Maier, C., Laumer, S., Weinert, C., & Weitzel, T. (2015). The effects of technostress and switching stress on discontinued use of social networking services: A study of Facebook use. Information Systems Journal, 25(3), 275–308. https://doi.org/10.1111/isj.12068
Maruping, L. M., Bala, H., Venkatesh, V., & Brown, S. A. (2017). Going beyond intention: Integrating behavioral expectation into the unified theory of acceptance and use of technology. Journal of the Association for Information Science and Technology, 68(3), 623–637. https://doi.org/10.1002/asi.23699
Naqvi, M. H., Jiang, Y., Naqvi, M. H., Miao, M., Liang, C., & Mehmood, S. (2021). Measuring the influence of web features in the online gamification environment: A multimediation approach. Wireless Communications and Mobile Computing, 2021, Article 9934065. https://doi.org/10.1155/2021/9934065
Oaster, T. R. F. (1989). Number of alternatives per choice point and stability of Likert-type scales. Perceptual and Motor Skills, 68(2), 549–550.https://doi.org/10.2466/pms.1989.68.2.549
Sailer, M., Hense, J., Mandl, H., & Klevers, M. (2013). Psychological perspectives on motivation through gamification. Interaction Design and Architecture(s) Journal - IxD&A, (19), 28–37. https://doi.org/10.55612/s-5002-019-002
Šola, H. M., Qureshi, F., & Khawaja, S. (2023). Eye-tracking analysis: College website visual impact on emotional responses reflected on subconscious preferences. International Journal of Advanced Computer Science and Applications, 14(1). https://doi.org/10.14569/IJACSA.2023.0140101
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Trích dẫn bài báo
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