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As a result, the green mobile application \u2013 Ant Forest \u2013 was developed, and it has considerable potential to reduce negative environmental impacts by encouraging its users to become involved in eco-friendly activities. Ant Forest is a novel unexplored green mobile gaming phenomenon. To address this gap, this study explores the influence of user experience (cognitive experience and affective experience), personal attributes (affection and altruism) and motivational factors in game play (reward for activities and self-promotion) on the continuation intention toward Ant Forest.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors assessed the data using partial least squares structural equation modeling (PLS-SEM) for understanding users' continuation intention toward Ant Forest.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Through a survey of 337 Ant Forest users, the results reveal that cognitive and affective experiences substantially affect Ant Forest continuation intention. Personal attributes and motivational factors also stimulate users to continue using Ant Forest.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The authors build and confirm a conceptual framework to understand users' continuation intention toward a novel unexplored Ant Forest phenomenon.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-03-2021-0164","type":"journal-article","created":{"date-parts":[[2021,12,16]],"date-time":"2021-12-16T08:09:28Z","timestamp":1639642168000},"page":"471-498","source":"Crossref","is-referenced-by-count":50,"title":["Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors"],"prefix":"10.1108","volume":"122","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7602-0647","authenticated-orcid":false,"given":"Muhammad","family":"Ashfaq","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9739-3899","authenticated-orcid":false,"given":"Qingyu","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3804-6376","authenticated-orcid":false,"given":"Abaid Ullah","family":"Zafar","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2094-2575","authenticated-orcid":false,"given":"Mehwish","family":"Malik","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6667-4660","authenticated-orcid":false,"given":"Abdul","family":"Waheed","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2021,12,17]]},"reference":[{"issue":"1","key":"key2022020107361760400_ref001","doi-asserted-by":"publisher","first-page":"50","DOI":"10.1002\/cb.53","article-title":"On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity","volume":"1","year":"2001","journal-title":"Journal of Consumer Behaviour"},{"issue":"4","key":"key2022020107361760400_ref002","doi-asserted-by":"publisher","first-page":"665","DOI":"10.2307\/3250951","article-title":"Time flies when you\u2019re having fun: cognitive absorption and beliefs about information technology usage","volume":"24","year":"2000","journal-title":"MIS Quarterly"},{"key":"key2022020107361760400_ref003","doi-asserted-by":"publisher","first-page":"213","DOI":"10.1016\/j.tourman.2016.06.004","article-title":"The effect of physical environment on passenger delight and satisfaction: moderating effect of national identity","volume":"57","year":"2016","journal-title":"Tourism Management"},{"key":"key2022020107361760400_ref004","doi-asserted-by":"publisher","first-page":"281","DOI":"10.1016\/j.spc.2020.07.013","article-title":"How \u2018Green\u2019 thinking and altruism translate into purchasing intentions for electronics products: the intrinsic-extrinsic motivation mechanism","volume":"24","year":"2020","journal-title":"Sustainable Production and Consumption"},{"key":"key2022020107361760400_ref006","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2020.101473","article-title":"I, Chatbot: modeling the determinants of users' satisfaction and continuance intention of AI-powered service agents","volume":"54","year":"2020","journal-title":"Telematics and Informatics"},{"key":"key2022020107361760400_ref005","doi-asserted-by":"publisher","DOI":"10.3390\/informatics6030032","article-title":"The effects of gamification in online learning environments: a systematic literature review","volume":"6","year":"2019","journal-title":"Informatics"},{"issue":"6","key":"key2022020107361760400_ref007","doi-asserted-by":"crossref","first-page":"560","DOI":"10.1080\/10447318.2020.1841404","article-title":"My smart speaker is cool! 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