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Motivational drivers behind gamification: the role of utilitarian, hedonic and social aspects
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The purpose of this paper is to investigate the motivational drivers behind gamification,
adding new findings to the limited understanding of this phenomenon related to the use of game
design elements in non game context, with the scope of affecting the user’s behaviour. Several
elements related to possible motivational drivers have been identified (characteristic of
utilitarian, hedonic and social aspects) and analysed aiming to assess their impact over the
intention to use and recommend a gamified service. The study presents multiple regression
analysis conducted on data collected through an online survey (n = 208) related to the
gamification e-learning experience of Duolingo. The results indicate that utilitarian, hedonic
and social aspects present a statistically significant impact on the intention to use and to
recommend the service. However, the various elements analysed assume different roles as
predictors, implying specific approaches depending on the objective pursued.
Descrição
Palavras-chave
Gamification Consumer behaviour Game elements Motivations