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

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.