Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention.

The purpose of this study was to establish a behavioural model of students’ smartphone usage based on the perception of new advanced information technology, perceived playfulness, and smartphone addiction (SA). Undergraduate students were chosen to be the participants from a university in Taiwan. There were 814 valid questionnaires and the valid response rate was 81.4%. Firstly, SA positively and significantly affected perceived playfulness, perceived ease of use, and perceived usefulness. Secondly, perceived usefulness did not significantly influence behavioural intention. However, there was an unforeseen result; the effect of SA on perceived usefulness was barely significant. It can be concluded that the participants in the present study were undergraduate students and they might not intend to use smartphones for their academic performance. The findings indicated that undergraduate students experienced perceived playfulness, perceived ease of use, and perceived usefulness of smartphone from their addiction perception, which further implied that smartphone usage was interesting, easy, and useful. It was inferred that the undergraduate students were already under a high technology addiction (TA) condition. Suggestions indicate that the conjunction of teaching and mobile application should be extensively applied. It should be based on students’ dependence on smartphone and smartphone’s enjoyment to helpfully improve teaching via smartphones.

Whether near-infrared spectroscopy (NIRS) is a convenient and accurate method of determining first and second ventilatory thresholds (VT₁ and VT₂) using raw data remains unknown. This study investigated the reliability and validity of VT₁ and VT₂ determined by NIRS skeletal muscle hemodynamic raw data via a polynomial regression model. A total of 100 male students were recruited and performed maximal cycling exercises while their cardiopulmonary and NIRS muscle hemodynamic data were measured. The criterion validity of VT_1VET and VT_2VET were determined using a traditional V-slope and ventilatory efficiency. Statistical significance was set at α = . 05. There was high reproducibility of VT_1NIRS and VT_2NIRS determined by a NIRS polynomial regression model during exercise (VT_1NIRS, r = 0.94; VT_2NIRS, r = 0.93). There were high correlations of VT_1VET vs VT_1NIRS (r = 0.93, p < .05) and VT_2VET vs VT_2NIRS (r = 0.94, p < .05). The oxygen consumption (VO₂) between VT_1VET and VT_1NIRS or VT_2VET and VT_2NIRS was not significantly different. NIRS raw data are reliable and valid for determining VT₁ and VT₂ in healthy males using a polynomial regression model. Skeletal muscle raw oxygenation and deoxygenation status reflects more realistic causes and timing of VT₁ and VT₂.

The purpose of this study was to explore the influencing factors of users using Nike+Run Club App by Theory of Reasoned Action (TRA) as the theoretical basis and add the perceived playfulness into the research framework. This study took the users of the Nike+Run Club App as the research subject and distributed 360 questionnaires by snowballing sampling, a total of 351 valid questionnaires. All data were analyzed by descriptive statistics, confirmatory factor analysis, and structural equation models. Overall, the results reveal that extending TRA could be a well-explained users behavior in the mobile application. The study found that the less the efforts spent in learning, the more positive the influence on attitude, thus affecting users behavior. Therefore, this study proposed the following suggestions: People are pursuing a clearer and simple interactive function, a simplistic design; or adding instructions next to the new features will make the Nike+Run Club App more perfect. Emphasize the users entertainment needs, develop interesting tasks, or games to make users feel interesting, and then be willing to continue to use the Nike+Run Club App.

To achieve sustainable business operations, corporate betting on the implementation of social responsibility has become a trend of global concern. Therefore, companies that pay attention to and invest many resources in corporate social responsibility (CSR) have gradually become critical strategies for business operations. This strategy has a substantial effect on business performance, especially regarding the financial impact. This study aims to explore the effect of CSR improvement on financial performance, return on assets (ROA), return on equity (ROE), size, debt ratio, and asset turnover on its interference. A total of 346 items of data from Taiwan companies that have won the “CommonWealth Corporate Citizenship Award” from 2012 to 2018 were analyzed via descriptive statistics and hierarchical regression methods to determine the influence and adjustment of various factors layer by layer. CSR, firm size, debt ratio, and asset turnover have a significant prediction on ROA. CSR, firm size, and turnover have a significant prediction on ROE. Firm size and debt ratio have a significant negative moderation effect on CSR to ROA. The debt ratio has a significant negative moderation effect on CSR to ROE. This study concludes that CSR has a significant impact on business performance. CSR affects ROA moderated by firm size and ROA and ROE moderated by debt ratio. This study puts forward practical and future research suggestions for the relevant units to promote CSR development.

Purposes. This research explores the game-based intelligent test (GBIT), predicts the possibilities of Mini-Mental State Examination (MMSE) scores and the risk of cognitive impairment, and then verifies GBIT as one of the reliable and valid cognitive assessment tools. Methods. This study recruited 117 elderly subjects in Taiwan (average age is , average height is , average weight is , and average MMSE score is ). A multiple regression model was used to analyze the GBIT parameters of the elderly’s reaction, attention, coordination, and memory to predict their MMSE performance. The binary logistic regression was then utilized to predict their risk of cognitive impairment. The statistical significance level was set as . Results. Multiple regression analysis showed that gender, the correct number of reactions, and the correct number of memory have a significantly positive predictive power on MMSE of the elderly ( , , and ). Binary logistic regression analysis noted that the correct average number of reactions falls by one question, and the ratio of cognitive dysfunction risk increases 1.09 times ( ); the correct average number of memory drops by one question, the ratio of cognitive dysfunction risk increases 3.76 times ( ), and the overall model predictive power is 88.20% (sensitivity: 84.00%; specificity: 92.30%). Conclusions. This study verifies that GBIT is reliable and can effectively predict the cognitive function and risk of cognitive impairment in the elderly. Therefore, GBIT can be used as one of the feasible tools for evaluating older people’s cognitive function.