Unraveling the influence of gamification on loyalty intentions in public transportation

Abstract

Numerous studies have explored the relationship between service quality and behavioral intention or loyalty in public transportation. However, despite the increasing interest, research on alternative factors influencing user loyalty—such as gamification—remains limited. Loyalty in public transportation is a crucial aspect for understanding the sustainability of urban transportation systems, given the high dependence of the community on these services and their impact on reducing traffic congestion and pollution. Previous studies have generally focused on factors such as price, comfort, and other performance factors, while this research expands the scope by analyzing the role of psychological factors and gamification factors in influencing loyalty, thereby providing a more holistic perspective. This research investigates the influence of gamification on public transport loyalty intentions by integrating the Theory of Planned Behavior (TPB) with concepts from gamification in transportation. Data were collected from the Jakarta Metropolitan Area through online and offline surveys, yielding 1,030 valid responses. This study employs three structural equation models: SEM Partial Least Squares (PLS), SEM Ordinal, and SEM Covariance-Based (CB). The results of all models are compared for hypothesis testing. Findings reveal that gamification has a significant influence on loyalty intentions to use public transportation, both directly and indirectly, through the mediating role of TPB constructs—attitude, perceived norms, and perceived behavioral control. These results highlight the potential of gamification as an effective complementary strategy for fostering long-term user commitment to public transportation, providing policymakers and service providers with valuable insights for enhancing user engagement and sustainability in public transport systems.