Abstract
The purpose of this study is to verify the process of loyalty formation for users of services that utilize gamification. Therefore, we conducted a user survey of learning support services equipped with a game mechanics. As a result, it was confirmed that the perceived value of the service had a positive effect on loyalty and the mediating effect of satisfaction with gamification. Furthermore, the effect of satisfaction with gamification on loyalty differs depending on the strength of the rejection avoidance motivations, and it was confirmed that users with a weak desire to avoid refusal have a higher degree of loyalty than users with a strong desire to avoid refusal. There was no difference due to Praise-seeking motivations. Perceived value and satisfaction with gamification increase loyalty at the same time. And for users who don't care much about the negative views of others, gamification is more effective in increasing loyalty than users who care about it.
