The Puzzle of Experience vs. Memory: Peak-end Theory and Strategic Gamification Design in M-Commerce

Abstract

As businesses increasingly use gamified mobile marketing campaign (GMMC) systems to engage mobile shoppers, gamification in m-commerce systems warrants more attention in both IS research and design practices. Inspired by peak-end theory, this study focused on the puzzling differences between user experience vs. memory and empirically examined the impact of different experience orders of cognitive load on user perceptions and behavioral intentions. Overall, the outcomes of this research suggest that appropriate applications of the peak-end effect, moderated via users’ regulatory focus styles, can alleviate the negative mental utility imagery of users, reducing their perceived uncertainties and opt-out intentions from the GMMC. Important implications for research and practice are then discussed.