Document Type : Research Paper

Authors

• Rezgar Pourmarouf
• Ali Afrouzeh

Shahid Beheshti University

Abstract

In this research, the researchers investigated achievements and social interaction, both of which were the main elements of the Strava gamified application, emphasizing the theory of purposeful behavior. Therefore, the aim of the research was the effect of gamification elements and social interaction on the promotion of physical activity of Iranian users. In terms of nature, the current research was a descriptive research of the correlation type. The community was users of the gamified Strava application who had at least one year of familiarity with the Strava application and actively used this application to track their physical activity during the day. The measurement tool included the questionnaire of theory of purposeful behavior, social interaction and gamification achievements. In order to analyze the data and measure the direct and indirect effectiveness of variables, structural equation modeling was used in pls4 software. According to the findings, the mental norm and predicted excitement have a positive and significant effect on the behavioral desire of users in promoting physical activity. Therefore, it can be concluded that the attitude as a pleasant feeling in this study strengthened the behavioral desire of the users. However, gamification in today's information network space as a catalyst can cause the start and continuation of healthy behavior among Iranian societies. By combining virtual space and physical activity tracking, Strava application users were able to show their abilities in a challenging and competitive environment and be a good incentive for other users and publish their daily results in their account.

Keywords

• Gamification
• social interaction
• targeted behavior model
• Strava application
• promotion of physical activity

Main Subjects

• Sports Media