Impact of Gamification on Individual’s Motivation and Behavior

The overall goal of the dissertation is the empirical evaluation of the effects of specific game elements on motivation and the subsequent behavior of individuals, taking into account individual characteristics. The self-determination theory serves as a theoretical foundation. In the first study in the context of education, the influence of specific game elements (badges, points, and leaderboard) on the learning motivation and learning performance of students is examined. The selected game elements have neither a direct effect on motivation nor an indirect effect on learning performance. In the second study in the context of market research, however, an influence on motivation and subsequent behavior was observed. A market research method (conjoint analysis) was gamified. Based on the results, this gamified method should be preferred to traditional conjoint methods without gamification.

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https://nbn-resolving.de/urn:nbn:de:hbz:6-02189750140

ISBN
978-3-8405-0220-0

Paperback, XIV, 219 pages