An Comparative Study on Engagement of Gamification Service:Focused on Service Congruence and User’s Benefit-seeking Tendency

Inwon Kang, J. Heo, Jeong-Woo Lee
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Abstract

This study attempted to compare and analyze mobile banking, mobile healthcare, and virtual communities, which are representative service groups with gamification, in order to more accurately evaluate acceptance behavior on gamification. In addition, rather than simply comparing services with gamification elements, we focus on the congruence between the main service and the additional service (gamification elements). We sought to mature the academic discussion of gamification service reasearch by classifying users' characteristics as benefit-seeking tendencies and service congruence level. And we compared to service acceptance behaviors that vary depending on both levels. At a result of the verification, it was found that the level of engagement in gamification service depending on the service congruence and user's benefit-seeking tendencies. Specifically, in the case of mobile banking service, groups that highly perceive service congruence and seek to practical benefit showed the highest level of service engagement. And in the case of mobile healthcare service, groups that highly perceive service congruence and seek to self-actualization showed the highest level of service engagement. Last, in the case of virtual communities, groups that highly perceive service congruence and seek to social relationship showed the highest level of service engagement.
游戏化服务参与的比较研究:以服务一致性与用户利益倾向为中心
本研究试图通过对手机银行、手机医疗、虚拟社区等具有代表性的游戏化服务群体进行比较分析,以更准确地评估用户对游戏化的接受行为。此外,我们不是简单地将服务与游戏化元素进行比较,而是关注主要服务与附加服务(游戏化元素)之间的一致性。我们试图通过将用户特征分为利益倾向和服务一致性水平来成熟游戏化服务研究的学术讨论。我们比较了不同级别的服务接受行为。验证结果发现,用户对游戏化服务的投入程度取决于服务一致性和用户的利益倾向。具体而言,在手机银行服务中,高度感知服务一致性并寻求实际利益的群体表现出最高水平的服务参与。在移动医疗服务的情况下,高度感知服务一致性和寻求自我实现的群体显示出最高的服务参与水平。最后,在虚拟社区的情况下,高度感知服务一致性并寻求社会关系的群体表现出最高的服务参与水平。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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