Gamified monetary reward designs: Offering certain versus chance-based rewards

2023 | Information Systems Journal | Citations: 0

Authors: Adam, Martin; Reinelt, Annika; Roethke, Konstantin

Abstract: To motivate visitors to engage with websites, e-tailers widely employ monetary r ... Expand

Abstract: To motivate visitors to engage with websites, e-tailers widely employ monetary rewards (e.g., vouchers, discounts) in their website designs. With advances in user interface technologies, many e-tailers have started to offer gamified monetary reward designs (MRDs), which require visitors to earn the monetary reward by playing a game, rather than simply claiming the reward. However, little is known about whether and why gamified MRDs engage visitors compared to their non-gamified counterpart. Even less is known about the effectiveness of gamified MRDs when providing certain or chance-based rewards, in that visitors do or do not know what reward they will gain for successfully performing in the game. Drawing on cognitive evaluation theory, we investigate gamified MRDs with certain or chance-based rewards and contrast them to non-gamified MRDs with certain rewards in user registration systems. Our results from a multi-method approach encompassing the complementary features of a randomised field experiment (N = 651) and a randomised online experiment (N = 330) demonstrate differential effects of the three investigated MRDs on user registration. Visitors encountering either type of gamified MRD are more likely to register than those encountering a non-gamified MRD. Moreover, gamified MRDs with chance-based rewards have the highest likelihood of user registrations. We also show that MRDs have distinct indirect effects on user registration via anticipated experiences of competence and sensation. Overall, the paper offers theoretical insights and practical guidance on how and why gamified MRDs are effective for e-tailers. Collapse

Topics: website electronic mail electronic commerce gamification website design

Methods: experiment randomized field experiment survey experimental task mixed method

Theories: cognitive evaluation theory self determination theory

Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps

2023 | Decision Support Systems | Citations: 0

Authors: Hsu, Chia-Lin

Abstract: Advances in and increased access to mobile technology have prompted businesses t ... Expand

Abstract: Advances in and increased access to mobile technology have prompted businesses to embrace gamified appli­ cations, particularly to enhance customer engagement. Thus, it is important to highlight not only the antecedents and consequences of customer engagement but also the critical role of gamification. This study aims to examine the causal relationships among brand identification, self-expressiveness, brand love, gamification, customer engagement, brand experience, and repurchase intention in the context of Nike Run Club, a gamified running app available at the Apple and Google Play stores. It also explores the mediating effect of consumer engagement on the association that brand love and gamification have with brand experience and repurchase intention. Addi­ tionally, it analyzes the moderating effects of gamification on the relationship between brand love and customer engagement. The hypotheses are empirically tested by analyzing data collected from 526 respondents on a Nike Run Club app. Results confirm that both brand identification and self-expressiveness significantly and positively influence brand love, which in turn significantly and positively affects customer engagement and, subsequently, brand experience and repurchase intention. Further, this study demonstrates that customer engagement acts as a mediator to improve brand experience and to motivate the customer to repurchase the brand. In addition to showing the impact of gamification on brand love, brand experience, and repurchase intention, this study reveals the moderating effect of gamification on the relationship between brand love and customer engagement. These findings offer deeper insights into brand identification, self-expressiveness, and gamification as significant influencing factors, which can be helpful to brand managers in enhancing brand love and customer engagement. Additionally, this study demonstrates that gamification is the most effective approach to increasing brand love, strengthening customer engagement, and improving brand experiences and repurchase intention. Collapse

Topics: gamification mobile application marketing management consumer behavior affordance

Methods: survey theory development data transformation SEM tool confirmatory factor analysis

Determinants of Gamification Effectiveness: Gamification Affordances and Coping Responses in the Context of Gamified ERP Training

2023 | Americas Conference on Information Systems | Citations: 0

Authors: John, Asher; Patwary, Md Masum Ikbal; Park, Soomin; Zhao, Yu; Kwak, Dong-Heon

Abstract: Gamified training is often used to facilitate the adoption of complex informati ... Expand

Abstract: Gamified training is often used to facilitate the adoption of complex information systems in organizations. However, little research has focused on the factors that influence the effective use of gamified training. This study investigates the determinants of effective use of the enterprise resource planning simulation game, ERPsim. The study proposes that ERPsim affordances, such as collaboration and competition, affect coping responses, including task-oriented, emotion-oriented, and avoidance, which in turn impact the effective use of the game. The data were collected from 255 graduate students enrolled in an ERP course at a public university in the United States. The results show that collaboration affordance significantly affects all three coping responses, while competition affordance only affects task-oriented coping. Additionally, task-, and emotion-oriented coping are found to influence the effective use of ERPsim, but avoidance coping does not. The study highlights the importance of affordances and coping responses in gamified training design and implementation towards effective use. Collapse

Topics: affordance user experience usability enterprise resource planning gamification

Methods: structural equation modeling survey simulation psychometrics data transformation

Theories: theory of affordance

The puzzle of experience vs. memory: Peak-end theory and strategic gamification design in M-commerce

2023 | Information & Management | Citations: 0

Authors: Li, Manning; Jiang, Zhenhui (Jack); Ma, Guanghui

Abstract: As businesses increasingly use gamified mobile marketing campaign (GMMC) systems ... Expand

Abstract: As businesses increasingly use gamified mobile marketing campaign (GMMC) systems to engage mobile shop­ pers, gamification in m-commerce systems warrants more attention in both IS research and design practices. Inspired by peak-end theory, this study focused on the puzzling differences between user experience vs. memory and empirically examined the impact of different experience orders of cognitive load on user perceptions and behavioral intentions. Overall, the outcomes of this research suggest that appropriate applications of the peakend effect, moderated via users’ regulatory focus styles, can alleviate the negative mental utility imagery of users, reducing their perceived uncertainties and opt-out intentions from the GMMC. Important implications for research and practice are then discussed. Collapse

Topics: electronic data interchange marketing management user experience gamification systems design

Methods: experiment electroencephalography survey multivariate analysis of variance survey design

Theories: technology acceptance model flow theory self determination theory theory of planned behavior

Using Hexad Archetypes to Motivate Students in a Chatbot-enhanced Web-based Training

2023 | International Conference on Business Informatics | Citations: 0

Authors: Schlimbach, Ricarda; Behne, Jannika; Lange, Tim; Robra-Bissantz, Susanne

Abstract: This study explores the challenge of maintaining motivation in further educatio ... Expand

Abstract: This study explores the challenge of maintaining motivation in further education for working students, who face the double burden of work and learning. To address this issue, we investigate the design and implementation of a pedagogical conversational agent (PCA) within a web-based training (WBT) platform. Drawing on literature, interviews with 11 experts, and a creative workshop with 14 working students, we use the Hexad user type framework to tailor the WBT to each user's motivational archetype. We prioritize design features for each of the six archetypes and instantiate these in a prototype. In a field experiment with 17 working students using the WBT prototype for exam preparation, we observe a significant increase in intrinsic and extrinsic motivation. This study contributes to the emerging field of PCA-enhanced digital learning, highlighting the potential of personalized motivation in persuasive dialogue systems. Collapse

Topics: online learning system knowledge base usability gamification intrinsic motivation

Methods: design artifact qualitative interview data transformation principal component analysis survey

A Longitudinal Study on Boosting Students’ Performance with a Learning Companion

2023 | International Conference on Information Systems | Citations: 0

Authors: Schlimbach, Ricarda; Lange, Tim; Robra-Bissantz, Susanne

Abstract: ... Expand

Abstract: Collapse

Topics: intrinsic motivation technology adoption online learning system problem solving strategic management

Methods: survey chatbot experimental group partial least squares path modeling survey design

Theories: technology acceptance model self determination theory

Best of Both Worlds: The Inclusion of Gamification in Virtual Lab Environments to Increase Educational Value

2023 | HICSS | Citations: 0

Authors: Shadbad, F.; Bahr, G.; Luse, A.; Hammer, B.

Abstract: Previous research investigating gamification and virtual laboratories has sugge ... Expand

Abstract: Previous research investigating gamification and virtual laboratories has suggested that both are successful in educational outcomes, but few have looked at both gamification and virtual labs in tandem. This research explores the idea of investigating both contexts within one unified platform. We examine whether gamification within virtual labs is effective in enhancing learners' educational performance. Particularly, we employ leaderboards as a motivational gamification mechanism for more engagement and participation that can result in higher learning outcomes. Using a sample of students, our results show that utilization of gamification within a virtual lab environment causes students to exhibit higher performance in terms of more task accomplishments (specifically more complex tasks) and higher self-efficacy. The current findings show promising evidence on the positive influence of gamification within virtual lab learning environments. Collapse

Topics: gamification self efficacy electronic mail task productivity personality

Methods: chi squared test experiment longitudinal research descriptive statistic analysis of covariance

Contextualizing Gamification Design: Using Extended Achievement Goal Theory to Understand College Learner Differences

2023 | HICSS | Citations: 0

Authors: Tang, J.; Zhang, P.; Jeong, E.

Abstract: Gamification is considered a promising approach to motivating learners. Yet, ex ... Expand

Abstract: Gamification is considered a promising approach to motivating learners. Yet, existing research found an inconsistent motivating impact of gamification designs. This paper explores individual differences in gamification design in the college learning context. Drawing upon the extended achievement goal theory, we posit that individuals' academic and social achievement goal orientations can portray user types for gamification designs in a learning environment. Using data collected from college students, we validate an instrument to measure college learners' achievement goal orientations. We subsequently identify three clusters of learners: the Self-image Worriers, the Minimizers, and the Eager Learners. We name this learner taxonomy ASGOL (Academic and Social Goal Orientation Learners). We speculate about gamification design implications for supporting all ASGOL types. Collapse

Topics: gamification human computer interaction usability

Methods: cluster analysis survey computational algorithm personal interview descriptive statistic

Theories: goal theory theory of affordance

Applying cognitive evaluation theory to analyze the impact of gamification mechanics on user engagement in resource recycling

2022 | Information & Management | Citations: 4

Authors: Hsu, Chia-Lin

Abstract: Public awareness of the need to protect the environment has been on the rise giv ... Expand

Abstract: Public awareness of the need to protect the environment has been on the rise given the widespread, continuous degradation of the global environment. Governments and businesses play important roles in fostering public acceptance of eco-friendly products and in increasing people’s use of resource recycling to achieve sustainable development. The present study, thus, explores how a website’s gamification mechanics influence the intrinsic motivations and needs satisfaction of users as well as their engagement in resource recycling. In addition, it investigates how environmental concerns moderate the relationships between intrinsic motivations and user engagement. The results reveal that gamification helps foster user engagement in resource recycling by influ­ encing needs satisfaction (i.e., relatedness, competence, and autonomy) between gamification mechanics and intrinsic motivations (i.e., self-presentation, self-efficacy, and flow). For users with high vs. low environmental concerns, intrinsic motivations have a more significant effect on their engagement in resource recycling. It is found that gamification not only creates intrinsic motivation, but it is also likely to facilitate the satisfaction of psychological needs through mechanisms such as self-expression, point rewards, and competition. This research adds to the literature by contributing a slightly different understanding of the success of gamification. Collapse

Topics: gamification website self efficacy intrinsic motivation user requirement

Methods: survey survey design SEM tool data transformation Student's t-test

Theories: cognitive evaluation theory

How to Achieve Goals in Digital Games: An Empirical Test of a Goal-Oriented Model in Pokemon GO

2022 | Journal of the Association for Information Systems | Citations: 0

Authors: Kwak, Dong-Heon; Deng, Shuyuan; Kuem, Jungwon; Kim, Sung

Abstract: To effectively design digital games and gamified systems, it is important to pr ... Expand

Abstract: To effectively design digital games and gamified systems, it is important to properly understand the psychological and behavioral processes that players use to reach goals. Although numerous prior studies have examined individuals' adoption, use, and continued use of digital games, few attempts have been made to understand how people desire and strive to achieve goals. The objective of this study is to develop and test a model of individuals' achievement of goals in digital gaming. Drawing upon theories of goal-directed behavior, we propose a conceptual model describing goal setting, goal striving, goal attainment, and feedback evaluations in the context of mobile gaming. To empirically test the proposed model, we collected two sets of (cross-sectional and longitudinal) data from 407 users of Pokémon GO. The results generally indicate that goal-directed effort plays an important role in translating goal desire into goal attainment. In addition, we found prior game points and goal desire have interaction effects on goal-directed effort and the subsequent acquisition of game points. Finally, this study shows that action strategies such as in-game payment and deliberate planning have differential effects on goal-directed effort and satisfying experiences. Overall, our findings provide empirical support for the efficacy of our goal-oriented model as a theoretical tool for explaining the process of goal striving to obtain game points. Our findings not only have important implications for digital gaming but also contribute to emerging research on gamified systems. Collapse

Topics: video game mobile game mobile system intrinsic motivation mobile application

Methods: survey business process modeling longitudinal research conceptual modelling psychometrics