Cognitive Evaluative Social Identity Positively Influences Desire

The importance of playing with others is measured in group norms. Group Norms are the result of the internalization process. Group Norms are included in the survey to gain insight, if sharing the goal to play together influences collective intentions. The importance of group norms in virtual communities is also supported by (POSTMES, SPEARS, & LEA, 1998), which also state that social identity can be shaped and influenced over computer systems. Group norm captures the belief that everyone else wants to play together, which was an essential part of we-intention was mentioned above. In the context of gamification, it is interesting to see, if the perceived usefulness of the elements influences group norm in any way. This would mean that the implementation of certain elements could inhibit or promote the formation of shared group norms. Additionally, it is interesting to see if gamified services with a focus on …show more content…
Both of them are hypothesized to influence desire, either as a means of avoiding the negative emotions, or acquiring the positive emotions. As playing games is a leisure activity, with little to no pressure from others, the anticipated emotions should strongly influence desire.
H5.1 Positive Anticipated Emotions positively influence desire
H5.2 Negative Anticipated Emotions positively influence