Modeling Attitude and Engagement Growth in Gamified Social Networks: A Longitudinal Analysis Using Extended Valence Theory

As gamified social networking sites (GSNSs) emerge as a dominant trend in online social interaction, understanding the underlying motivations driving user engagement has become critical for business strategists, but research on GSNSs remains nascent. This study draws upon the framework of Extended Valence Theory to elucidate the mechanisms through which positive, negative, and psychological factors shape users’ attitudes toward GSNSs, subsequently influencing their intention to continue usage. Specifically, this research conceptualizes social interaction and perceived enjoyment as positive determinants; privacy risks and website deficiencies as negative antecedents; and innovation acceptance alongside self-efficacy as psychological drivers impacting user attitudes toward GSNSs. Data were collected from a longitudinal survey on Meta Horizon Worlds, spanning six months, and analyzed through latent growth curve modeling. The empirical findings substantiate the applicability of Extended Valence Theory within the GSNS context and offer actionable insights for enhancing user engagement strategies, thereby fostering sustainable competitive advantages in this rapidly evolving digital landscape.