What is it about?
Recently, many digital service providers started to gamify their services to promote continued service usage. Although gamification has drawn attention in both practice and research, it remains unclear how users experience gamified services and how these gameful experiences may increase service usage. This research adopts a user-centered perspective to reveal the underlying gameful experience dimensions during gamified service usage and how they drive continued service usage.
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Why is it important?
Findings from Study 1 – a survey with 148 app-users – reveal four essential gameful experience dimensions (skill development, social comparison, social connectedness, and expressive freedom) and how they relate to game mechanics. Study 2, which is based on a survey among 821 app-users, shows that gameful experiences trigger continued service usage through two different types of motivation, namely autonomous and controlled motivation.
Perspectives
Looking at gameful experiences helps designers to understand how game mechanics are perceived and continued service usage accrues. Taking into account that some experiences may foster stronger continued service usage (e.g., skill development), while others work through different motivational paths (e.g., social comparison), service managers now have the opportunity to better target their service design initiatives. Our results prevent managers from misreading certain mechanics as being ineffective in light of a classical motivational perspective although it has an impact if motivations are considered that have thus far been neglected.
Dr Maik Hammerschmidt
Georg-August-Universitat Gottingen
Read the Original
This page is a summary of: Gamified Digital Services: How Gameful Experiences Drive Continued Service Usage, January 2018, HICSS Conference Office,
DOI: 10.24251/hicss.2018.147.
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