Data--The Effect of Interactive Video Narratives on Students’ Learning Engagement in the Gamification Context

In recent years, social media platforms have introduced interactive videos and have gradually been used in teaching. As the core element of interactive videos, interactive narratives combined with gamification elements provide users with a rich learning environment. The researchers focused on testing the effects of interactive narratives on social media users’ learning engagement under the moderation of gamification in this study. The study quantitatively surveyed 322 interactive video users and obtained research results through the Partial Least Squares Structural Equation Modelling (PLS-SEM). Interactive narrative influences users’ learning engagement through the full mediation of flow experience and subjective video quality assessment, which shows the importance of flow experience and subjective video quality assessment provided by interactive videos to learners. In addition, gamification negatively moderates the relationship between interactive narrative and flow experience, which means that excessive gamification will affect learners’ flow experience of interactive videos. The study provides an operational practical solution for adding engaging interactive narratives into social media application development. More user feedback elicited by interactive video narratives deserves to be studied in future research.