Search results

1 – 10 of over 27000
To view the access options for this content please click here
Article
Publication date: 10 January 2018

Rory Francis Mulcahy, Rebekah Russell-Bennett, Nadia Zainuddin and Kerri-Ann Kuhn

The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and…

Abstract

Purpose

The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative service and social marketing outcomes, satisfaction, knowledge, and behavioural intentions.

Design/methodology/approach

The research adopted a two-study, mixed-method research design, encompassing focus groups (n=21) and online surveys (n=497), using four current marketplace serious m-games. Study 1 was qualitative and the data were analysed in two cycles using an inductive and deductive approach. Study 2 was quantitative and the data were analysed using PLS-SEM.

Findings

The qualitative results of Study 1 discovered a framework of five game design elements for serious m-games. In Study 2, a conceptual model and hypothesised relationships were tested at a full sample level and by each serious m-game. Results show different significant relationships for each serious m-game and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained variance for behavioural intentions. The findings are therefore not only robust across four different serious m-games, but also demonstrate the nuances of the relationships.

Originality/value

This research contributes to two service research priorities: leveraging technology to advance services, and improving well-being through transformative services. This research demonstrates that gamification through serious m-games is one form of technology that can be designed to create a satisfying and knowledge-creating service experience, which can also influence intentions to perform health and well-being behaviours.

Details

Journal of Service Theory and Practice, vol. 28 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Content available
Article
Publication date: 6 March 2017

Zhiyuan Zeng, Jian Tang and Tianmei Wang

The purpose of this paper is to study the participation behaviors in the context of crowdsourcing projects from the perspective of gamification.

Abstract

Purpose

The purpose of this paper is to study the participation behaviors in the context of crowdsourcing projects from the perspective of gamification.

Design/methodology/approach

This paper first proposed a model to depict the effect of four categories of game elements on three types of motivation based upon several motivation theories, which may, in turn, influence user participation. Then, 5 × 2 between-subject Web experiments were designed for collecting data and validating this model.

Findings

Game elements which provide participants with rewards and recognitions or remind participants of the completion progress of their tasks may positively influence the extrinsic motivation, whereas game elements which can help create a fantasy scene may strengthen intrinsic motivation. Besides, recognition-kind and progress-kind game elements may trigger the internalization of extrinsic motivation. In addition, when a task is of high complexity, the effects from game elements on extrinsic motivation and intrinsic motivation will be less prominent, whereas the internalization of extrinsic motivation may benefit from the increase of task complexity.

Originality/value

This study may uncover the motivation mechanism of several different kinds of game elements, which may help to find which game elements are more effective in enhancing engagement and participation in crowdsourcing projects. Besides, as task complexity is used as a moderator, one may be able to identify whether task complexity is able to influence the effects from game elements on motivations. Last, but not the least, this study will indicate the interrelationship between game elements, individual motivation and user participation, which can be adapted by other scholars.

Details

International Journal of Crowd Science, vol. 1 no. 1
Type: Research Article
ISSN: 2398-7294

Keywords

To view the access options for this content please click here
Article
Publication date: 1 June 2021

Caroline S.L. Tan

The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on…

Abstract

Purpose

The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on game mechanics from the mechanics-dynamics-aesthetics framework and its effects on consumer attitude toward both gamification and OTT media service provider brand.

Design/methodology/approach

A 2 × 2 × 2 between-subjects factorial experiment to examine the three core elements of game mechanics – components, controls and courses on consumer attitude, which was operationalized in eight vignettes with a sample size of 296.

Findings

It was found that the three elements in game mechanics demonstrated a multiplicative effect. The different combinations of elements in game mechanics would result in eliciting different consumer attitudes toward gamification and brand. Despite one combination that attained a high positive consumer attitude toward gamification in OTT, that same combination was not effective in creating a high positive attitude toward the OTT provider brand. The findings demonstrate the need for OTT providers to be clear of their gamification objectives before selecting the combination of game mechanics.

Research limitations/implications

This study adds to the body of knowledge on consumer attitude toward gamification, especially in the OTT market where there is still literature is limited.

Practical implications

OTT providers should determine their objectives for using gamification and design the game mechanics according to the optimal combination of elements – components, controls and courses.

Originality/value

According to the author’s knowledge, this is the first paper to examine consumer attitude toward gamification and OTT provider based on game mechanics. It provides an understanding on the interaction of elements in game mechanics and shows that different element combinations can be used to meet different goals.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 14 May 2020

Paula Bitrián, Isabel Buil and Sara Catalán

Gamification is a tool with great potential to motivate individuals to increase their physical activity. That is why sport apps for mobile devices, such as Nike+ or…

Abstract

Purpose

Gamification is a tool with great potential to motivate individuals to increase their physical activity. That is why sport apps for mobile devices, such as Nike+ or Strava, have integrated game elements. There is, however, little evidence of gamification's effectiveness in this field. Therefore, the aim of the present study is to analyze the impact of game elements included in gamified sports' apps on the satisfaction of basic psychological needs (i.e. competence, autonomy and relatedness). Similarly, the research analyzes the impact of these needs on autonomous motivation.

Design/methodology/approach

To achieve these goals, data were collected from users of gamified sport apps, using an online questionnaire. The data were analyzed using partial least squares structural equation modeling.

Findings

The results showed that interaction in the app with achievement-related game elements satisfied the needs for competence, autonomy and relatedness; social-related elements satisfied the need for relatedness; and immersion-related elements satisfied the needs for competence and autonomy. Similarly, satisfaction of the needs for autonomy and relatedness while using the app is crucial to experience autonomous motivation.

Practical implications

The findings of this study provide guidelines for practitioners and app developers.

Originality/value

Based on self-determination theory, the paper provides new insights into the relationship between game elements included in sport apps and individuals' basic psychological needs and motivation.

目的

遊戲化在推動人們增加其體力活動方面是有極大潛能的。因此,設於流動通訊設施的運動應用程式如耐克(Nike)及Strava等都結合了遊戲的元素。唯遊戲化在這領域的功效方面的證明並不多。因此,本研究的目的,在於分析遊戲化運動應用程式內的遊戲元素,對滿足基本心理需要的影響 (即是說,能力水平、自主及關聯性)。同樣地,本研究分析這些需要對自主積極性的影響。

研究設計/方法/理念

要達到這些目標,數據以一項網上問卷調查方法取自遊戲化運動應用程式的使用者。數據並以偏最小二乘結構方程模型進行分析。

研究結果

研究結果顯示、在帶有成就相關的遊戲元素的應用程式內的互動滿足了能力水平、自主和關聯性的需要; 與社交有關的元素滿足了關聯性的需要,而與沉浸相關的元素則滿足了能力水平和自主的需要。同樣地,使用應用程式時,要能體驗自主動機、關鍵在於自主及相關性的需要得到滿足。

實務方面的含意

本研究結果為執業者及應用程式開發商提供了指引。

研究的原創性/價值

以自決理論為基礎,本研究為運動應用程式包含的遊戲元素與個人的基本心理需要和動機之間的關係提供新的見解。

Details

European Journal of Management and Business Economics, vol. 29 no. 3
Type: Research Article
ISSN: 2444-8451

Keywords

To view the access options for this content please click here
Article
Publication date: 7 June 2021

Shilpa Chauhan, Asif Akhtar and Ashish Gupta

The objective of this paper is to explore and extend the existing literature on the use of gamification in banking.

Abstract

Purpose

The objective of this paper is to explore and extend the existing literature on the use of gamification in banking.

Design/methodology/approach

Gamification is a new concept, further its application in banking is in a nascent stage both from the perspective of research and application. To systematise the limited literature and to draw the future research prospects, studies are presented based on theories, characteristics, context and methodologies framework.

Findings

The synthesis of the literature on gamification opened to a spectrum of areas to determine the future of gamification in the banking industry. The study emphasises the use of social and psychological theory building in the banking industry. Further, the research on game elements is an underexplored area in the banking domain, while they have well exploited in other contexts. Banking context needs more literature evidence, empirically tested and validated research methods to understand the personality traits and customer behaviour arising from the use of gamification.

Practical implications

For bank management, this study lays the impact of gamification in this era of digital banking. With the right mix of hedonic and utilitarian elements, bank management shall be able to boost financial literacy, improve saving habits, simplify banking products and strengthen knowledge updates among bank employees. Understanding the key elements and present status of research on gamification and their impact on customer behaviour development is crucial for the bank in building strategic advantage.

Originality/value

This study on gamification applied explicitly to the banking sector. With no clear application of the elements and mechanics of technology used in gamification, this study presents past literature in a systematised manner and draws the future research agenda of gamification in banking services.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 9 March 2020

Richard N. Landers, Elena M. Auer and Joseph D. Abraham

Assessment gamification, which refers to the addition of game elements to existing assessments, is commonly implemented to improved applicant reactions to existing…

Abstract

Purpose

Assessment gamification, which refers to the addition of game elements to existing assessments, is commonly implemented to improved applicant reactions to existing psychometric measures. This study aims to understand the effects of gamification on applicant reactions to and measurement quality of situational judgment tests.

Design/methodology/approach

In a 2 × 4 between-subjects experiment, this study randomly assigned 315 people to experience different versions of a gamified situational judgment test, crossing immersive game elements (text, audio, still pictures, video) with control game elements (high and low), measuring applicant reactions and assessing differences in convergent validity between conditions.

Findings

The use of immersive game elements improved perceptions of organizational technological sophistication, but no other reactions outcomes (test attitudes, procedural justice, organizational attractiveness). Convergent validity with cognitive ability was not affected by gamification.

Originality/value

This is the first study to experimentally examine applicant reactions and measurement quality to SJTs based upon the implementation of specific game elements. It demonstrates that small-scale efforts to gamify assessments are likely to lead to only small-scale gains. However, it also demonstrates that such modifications can be done without harming the measurement qualities of the test, making gamification a potentially useful marketing tool for assessment specialists. Thus, this study concludes that utility should be considered carefully and explicitly for any attempt to gamify assessment.

Details

Journal of Managerial Psychology, vol. 35 no. 4
Type: Research Article
ISSN: 0268-3946

Keywords

To view the access options for this content please click here
Article
Publication date: 2 January 2018

Raed S. Alsawaier

Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The…

Abstract

Purpose

Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The application of gamification in a pedagogical context provides some remedy for many students who find themselves alienated by traditional methods of instruction. The use of gamification could provide a partial solution to the decline in learners’ motivation and engagement the schooling system is facing today. Specifically, the college environment could benefit a lot from gamifying not only their graduate recruitment strategies, but also the college course content and curricula. This critical analysis of literature on gamification is intended to be part of a sequence on the effect of gamification on motivation and engagement. A proposed methodology in the study of gamification effect on motivation and engagement in addition to an empirical study on three college courses are being finalized to complete this trilogy. The paper aims to discuss these issues.

Design/methodology/approach

Themes covered in the literature review include: conceptualizing gamification, advantages of gamification over game-based learning, theoretical connections to gamification, motivation and engagement, connecting gamification to motivation and engagement, emotions and fun in gamification, player types and gamification features, gamification in action, and implementation guidelines.

Findings

The literature on the effect of gamification on motivation and gamification is still limited on multiple levels. There is a gap between theory and practice in the study of gamification. There is limited literature on the implementation guidelines of the gamified designs.

Practical implications

This critical analysis of literature is followed by connecting it to future research by the same author as part of a sequence on the effect of gamification on motivation and engagement. The second project, will be proposing a methodology for any successful design to provide a holistic understanding of the topic of gamification. Finally, an empirical study on the effect of gamification on students’ motivation and engagement in three college courses will be submitted to complete the trilogy.

Originality/value

This paper is a literature review, so there is a strong connection to literature on this topic. However, the synthesis of the themes and ideas are original. The literature review is extensive and covers the different aspects of the topic of gamification and its relationship to motivation and engagement.

Details

The International Journal of Information and Learning Technology, vol. 35 no. 1
Type: Research Article
ISSN: 2056-4880

Keywords

To view the access options for this content please click here
Article
Publication date: 6 November 2017

Vlasios Kasapakis and Damianos Gavalas

Existing guidelines are typically extracted from a few empirical evaluations of pervasive game prototypes featuring incompatible scenarios, game play design and technical…

Abstract

Purpose

Existing guidelines are typically extracted from a few empirical evaluations of pervasive game prototypes featuring incompatible scenarios, game play design and technical characteristics. Hence, the applicability of those design guidelines across the increasingly diverse landscape of pervasive games is questionable and should be investigated.

Design/methodology/approach

This paper presents Barbarossa, a scenario-driven pervasive game that encompasses different game modes, purposely adopting opposing principles in addressing the core elements of challenge and control. Using Barbarossa as a testbed, this study aims at validating the applicability of existing design guidelines across diverse game design approaches.

Findings

The compilation of Barbarossa user evaluation results confirmed the limited applicability of existing guidelines and provided evidence that developers should handle core game elements, taking into account the game play characteristics derived from their scenario.

Originality/value

Stepping upon those findings, the authors propose a revision of design guidelines relevant to control and challenge based on elaborate classification criteria for pervasive game prototypes.

Details

International Journal of Pervasive Computing and Communications, vol. 13 no. 4
Type: Research Article
ISSN: 1742-7371

Keywords

To view the access options for this content please click here
Article
Publication date: 17 January 2020

Fan Jun, Juanni Jiao and Philip Lin

The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance…

Abstract

Purpose

The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance intention to participate in social value co-creation and the mediation effect of psychological benefit.

Design/methodology/approach

Three scenario simulation experiments of the between-subjects design were conducted to examine the influencing mechanism of reward mechanism of virtual CSR game on customers’ continuance intention to participate in social value co-creation.

Findings

The findings indicated that: there are significant differences between the effect of behavior-based reward and result-based reward on customers’ continuance intention to participate in social value co-creation; the psychological benefit plays a moderating role between game reward mechanism and customers’ intention to continuously participate in social value co-creation; the game narrative mode plays a moderating role in the influence of game reward mechanism on customers’ intention to continuously participate in social value co-creation; the background for game placement moderates the interactions of game narrative mode and game reward mechanism on customers’ continuance intention to participate in social value co-creation, namely there is significant interaction of gamification design elements on psychological benefit and customers’ continuance intention to participate in social value co-creation.

Research limitations/implications

This research has the following limitations. First, restricted by research conditions, the game scene, as the experiment material, can only be exposed to the participants in the form of text, thus customers’ psychological benefit (especially the entertainment experience) may be affected. Second, theoretical argument and literature support were not enough when the authors put forward the research hypotheses, due to the lack of research on the application of gamification in the CSR field. Third, considering the complexity, the authors took the psychological benefit as a unidimensional variable, in this research; it may be funnier to divide it into three variables. Finally, because the game design elements form into a virtual customer environment that jointly influences customers’ psychological benefit, the method of qualitative comparative analysis can be considered in future research.

Practical implications

It provides insights for marketers on the planning and design of a CSR strategy. The conclusions of this research have a certain guiding significance to the formulation of CSR strategy and the practice of social value co-creation. First, enterprises can apply gamification to the design of virtual CSR projects to promote customers’ continuance intention to participate in social value co-creation. Second, on the consideration of customers’ psychological benefit, enterprises should reasonably match such game design elements as game placement background, game narrative mode and game reward mechanism, when designing a virtual CSR game, so as to promote customers continuously participating in a virtual CSR project.

Social implications

Virtual CSR projects are in fact the activities that enterprise co-create social value with their stakeholders. So, the research on customers’ continuous participation in virtual CSR projects is helpful for increasing social welfare.

Originality/value

This study confirms the effect of reward mechanism of a virtual CSR game on customers’ continuance intention to participate in social value co-creation from the perspective of customer psychological benefit. It also provides insights for marketers on the planning and design of a CSR strategy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 24 September 2018

Jonathan Barsky

The purpose of this paper is to introduce a new customer segmentation model for the social casino industry. The key contribution of this model is the introduction of…

Abstract

Purpose

The purpose of this paper is to introduce a new customer segmentation model for the social casino industry. The key contribution of this model is the introduction of original psychographic/taste data, including a player emotions scale.

Design/methodology/approach

The data for this research are based on player feedback from 22 countries, with evaluations of the top 100 social casino titles (apps). The new segmentation model splits the industry into distinct customer groups based on spending patterns, behavioral dimensions and attitudinal dimensions.

Findings

The results provide insight into game mechanics, social dynamics, player emotions, spend, price sensitivity, loyalty and other elements that impact monetization. Critical behaviors and preferences of social casino players that will help companies better understand and connect with their target customers are described.

Originality/value

This is the first study to develop a rigorous segmentation model of social casino games based on behavioral and psychographic data.

Details

International Journal of Quality and Service Sciences, vol. 10 no. 4
Type: Research Article
ISSN: 1756-669X

Keywords

1 – 10 of over 27000