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Design of electronic services employing gamification: the impact of game elements on user behaviour and motivation
(09/28/2017) Lounis, Stavros; Λουνής, Σταύρος; Athens University of Economics and Business, Department of Management Science and Marketing; Pramatari, Aikaterini; Theotokis, Aristeidis; Doukidis, George I.
Gamification of electronic services has received over the past decade increased attention by both the industry and academia and various industries have introduced it in their offering as a medium to enhance their core offering with playful affordances. In the gamification phenomenon, different game elements, such as points, badges, leader boards and other elements traditionally found in electronic games are infused in electronic services, that were not games themselves, as means to enable a playful interaction with the end-users. Examples of gamified electronic services can be found in education, health, employee productivity and sustainability, among others, with various goals pertaining to motivating users to engage with the service, adopt new behaviors and learn whilst playing. Previous research on gamification, stemming mainly from digital media, marketing and IS, aims to demystify the phenomenon and understand the effect of introducing game elements in different non-game contexts. However, most researchers examine fully fledged gamification designs leading to incomparable results and insights that remain confined in the non-game context or even to the examined gamified service. As the gamification research matures, the need for isolated and combined examination of different game elements has been identified by several researchers in the field, as well as the need to examine the effect of different game elements on the goals of gamification. Furthermore, as gamification is evangelized as a medium that motivates people to conduct activities and tasks in a playful manner, research is sought after the underlying psychological mechanisms that are involved in the process. This doctoral research is focused on examining the isolated and combined effect of game elements on psychological and behavioral outcomes.