Confucian values and continuance intention in leaderboard-based health gamification.

OBJECTIVE: Although gamification has been shown to enhance user motivation and engagement, its effects may vary across cultural contexts. This study examines how Confucian values shape users' continuance intention in leaderboard-based health gamification through positive and negative psychological pathways. METHODS: We conducted an online survey of 300 WeChat Run users and analyzed the data using partial least squares structural equation modeling (PLS-SEM). Drawing on the Confucian values perspective and the dedication-constraint model, we conceptualized self-cultivation as an enabling Confucian value and interpersonal harmony as a constraining Confucian value. RESULTS: Competition affordance positively affected continuance intention (β = 0.135, p < 0.01), whereas emotional exhaustion exerted a stronger negative effect on continuance intention (β = -0.436, p < 0.001). Self-cultivation positively influenced competition affordance (β = 0.303, p < 0.001), while interpersonal harmony positively affected emotional exhaustion (β = 0.132, p < 0.05). Furthermore, competition affordance mediated the positive relationship between self-cultivation and continuance intention (β = 0.040, p < 0.01), whereas emotional exhaustion mediated the negative relationship between interpersonal harmony and continuance intention (β = -0.055, p < 0.05). CONCLUSIONS: Leaderboard-based health gamification activates both an enabling pathway, in which self-cultivation strengthens continuance intention through competition affordance, and a constraining pathway, in which interpersonal harmony increases emotional exhaustion and reduces continuance intention. Moving beyond the broad individualism-collectivism framework, this study shows how specific Confucian values shape heterogeneous user responses and suggests that designers should encourage constructive competition while reducing harmony-related psychological strain in East Asia.