Document Type : Research Paper

Authors

1 Ph.D. Student in Media Management, University of Tehran, Tehran, Iran

2 Associate Professor, Department of International Relations, University of Tehran, Tehran, Iran

3 Assistant Professor, Faculty of World Studies, University of Tehran, Tehran, Iran

Abstract

The main purpose of this study is to evaluate the effect of different gamification mechanics on the user engagement in mobile applications using objective and subjective data. In this study, we evaluated user engagement in “BESHNO” audiobook application as a case study by comparison between results of objective and subjective data. The research method of this study is descriptive-correlational, causal-comparative and experimental. The sample size of this study is 390 users of the "BESHNO" audio book application (130 users per each gamification mechanic). The results of this study showed that based on the objective and subjective data analysis, using different gamification mechanics has a different effect on the amount and dimensions of user engagement. There is also a significant difference between the findings of objective and subjective data analysis regarding the level of user engagement. However, there is a similar pattern in objective and subjective data analysis when using different gamification mechanics. In addition, the results of this study showed that the "Badge" gamification mechanic is the most effective and the "Reward" gamification mechanic is the least effective mechanics on user engagement.

Keywords

جلال نیا، راحله و فاطمه عیدی (1398)، مدل‌سازی بازی‌پردازی در فروشگاه‌های اینترنتی با رویکرد ساختاری تفسیری، مجله مدیریت بازرگانی، دوره یازدهم، شماره 3، صص 699-716
خواجه­ ئیان، داتیس؛ امیدی، افشین و اسماعیل نوروزی (1398)، درگیرسازی مخاطب در رسانه­ها، ارائه چارچوبی مفهومی، فصلنامه رسانه، دوره 30، شماره 3، صص 47-69.
زیانی، محبوبه و امیرهوشنگ تاج فر (1396)، ارزیابی عوامل موثر بر پذیرش بازی‌وار ‌سازی سازمانی در جهت بهبود پیامدهای رفتاری، مجله پژوهش های مدیری منابع سازمانی، دوره هفتم، شماره 4،  صص 75-93.
کریمی، کیانوش و جلال غفاری­غدیر (1397)، بازی­وارسازی، فناوری نوین اقناع مخاطب، فصلنامه رسانه، دوره 29، شماره 3، صص 35-55.
نیک­پیام، جواد؛ فرهنگی، علی اکبر و سید مهدی شریفی (1395)، طراحی و تبیین مدل درگیرسازی مخاطب مبتنی بر بازی­وارسازی، دومین کنفرانس ملی بازی های رایانه­ای؛ فرصت ها و چالش ها.
Adamowicz, W., Swait, J., Boxall, P., Louviere, J., & Williams, M. (1997). Perceptions versus objective measures of environmental quality in combined revealed and stated preference models of environmental valuation. Journal of environmental economics and management, 32(1), 65-84.
Artell, J., Ahtiainen, H., & Pouta, E. (2013). Subjective vs. objective measures in the valuation of water quality. Journal of environmental management, 130, 288-296.
Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34(1), 135-157.
Baranzini, A., Schaerer, C., & Thalmann, P. (2010). Using measured instead of perceived noise in hedonic models. Transportation Research Part D: Transport and Environment, 15(8), 473-482.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
Bunchball, I. (2010). Gamification 101: An introduction to the use of game dynamics to influence behavior. White paper, 9.
Burke, B. (2013). The gamification of business. Forbes/Tech. Recuperado de http://www. forbes.Com/sites/gartnergroup/2013/01/21/the-gamification-of-business.
Burke, B. (2014). Why gamification is not a game. CIO Journal.
Byun, H., Chiu, W., & Bae, J. S. (2018). Exploring the adoption of sports brand apps: An application of the modified technology acceptance model. International Journal of Asian Business and Information Management (IJABIM), 9(1), 52-65.
Chasco, C., & Gallo, J. L. (2013). The Impact of Objective and Subjective Measures of Air Quality and Noise on House Prices: A Multilevel Approach for Downtown M adrid. Economic Geography, 89(2), 127-148.
Deely, J., Hynes, S., & Curtis, J. (2019). Are objective data a suitable replacement for subjective data in site choice analysis? (No. 1155-2021-738).
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining" gamification". In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9-15).
Fisher, D. J., Beedle, J., & Rouse, S. E. (2014). GAMIFICATION: A STUDY OF BUSINESS TEACHER EDUCATORS'KNOWLEDGE OF, ATTITUDES TOWARD, AND EXPERIENCES WITH THE GAMIFICATION OF ACTIVITIES IN THE CLASSROOM. The Journal of Research in Business Education, 56(1), 1.
Herger, M. (2014). Gamification in Human Resources: Engaging people by letting them have fun. CreateSpace.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Hynes, S., Hanley, N., & Scarpa, R. (2008). Effects on welfare measures of alternative means of accounting for preference heterogeneity in recreational demand models. American journal of agricultural economics, 90(4), 1011-1027.
Kankanhalli, A., Taher, M., Cavusoglu, H., & Kim, S. H. (2012). Gamification: A new paradigm for online user engagement.
Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508-515.
Leclercq, T., Hammedi, W., & Poncin, I. (2018). The boundaries of gamification for engaging customers: effects of losing a contest in online co-creation communities. Journal of Interactive Marketing, 44, 82-101.
Peters, D., Calvo, R. A., & Ryan, R. M. (2018). Designing for motivation, engagement and wellbeing in digital experience. Frontiers in psychology, 9, 797.
Salen, K., Tekinbaş, K. S., & Zimmerman, E. (2004). Rules of play: Game design fundamentals. MIT press.
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.
Vivek, S. D. (2009). A scale of consumer engagement. The University of Alabama.
Wang, Y., & Fesenmaier, D. R. (2003). Assessing motivation of contribution in online communities: An empirical investigation of an online travel community. Electronic markets, 13(1), 33-45.
Wolf, T. (2019). Intensifying User Loyalty Through Service Gamification: Motivational Experiences and Their Impact on Hedonic and Utilitarian Value. In ICIS.
Wolf, T., Weiger, W. H., & Hammerschmidt, M. (2020). Experiences that matter? The motivational experiences and business outcomes of gamified services. Journal of Business Research, 106, 353-364.
Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210-221.
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449-460.
Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256.
Galalnia, Raheleh and Fatemeh Eidi (1398), Modeling gamification in online stores with an interpretive structural approach, Journal of Business Management, Volume 11, Number 3, pp. 699-716. [In Persian]
Khajehian, Datis; Omidi, Afshin and Ismail Norouzi (1398), Audience Engagement in the Media, Presenting a Conceptual Framework, Media journal, Volume 30, Number 3, pp. 47-69. [In Persian]
Zayani, Mahboubeh and Amir Hoshang Tajfar (2017), "Evaluation of Factors Affecting the Acceptance of Organizational Reconstruction to Improve Behavioral Consequences", Journal of Organizational Resource Management Research, Volume 7, Number 4, pp. 75-93. [In Persian]
Karimi, Kianoosh and Jalal Ghaffari-Ghadir (1397), Gamification, New Technology of Convincing the Audience, Media journal, Volume 29, Number 3, pp. 35-55. [In Persian]
Nikpayam, javad and Farhangi, Ali Akbar and Seyed Mehdi Sharifi (2016), Designing and Explaining the Model of Audience Engagement Based on Gamificatin Development, The Second National Conference on Computer Games; Opportunities and challenges. [In Persian]