Explaining the Outcomes of Social Gamification: A Longitudinal Field Experiment

IF 5.9 2区 管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS
Jun Zhang, Qiqi Jiang, Wenping Zhang, Lele Kang, P. Lowry, Zhang Xiong
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Abstract

ABSTRACT Social gamification, which allows technology users to interact with each other in gamified tasks, has drawn increasing interest due to its effectiveness in facilitating users’ game engagement and task efforts. In social gamification, users can compete or cooperate with other users or teams to complete game tasks and achieve game goals. However, it remains unclear how various social interaction mechanisms (SIMs), such as cooperation, interpersonal competition, and intergroup competition, influence gamification outcomes when they are separately or jointly implemented. In addition, the effects of SIMs on experiential and instrumental gamification outcomes have not been well differentiated. In this study, we systematically investigate the influences of these fundamental SIMs, as well as the possible interaction effects among them, on fitness app users’ game engagement and fitness behavior. Using a fitness app custom-developed for the Chinese market, Fitness Castle, we conducted a longitudinal field experiment to test our proposed model and hypotheses. The results indicate that when separately implemented, cooperation and interpersonal competition can lead to differential instrumental gamification outcomes in the fitness context. We also systematically compare the differential gamification outcomes when cooperation, interpersonal competition, and intergroup competition are combined in various coopetition settings. Our study offers a theory-based framework and design principles for social gamification. Our findings help practitioners better design SIMs in their gamified technologies with the purpose of achieving optimal experiential and instrumental gamification outcomes simultaneously.
解释社交游戏化的结果:一项纵向田野实验
社交游戏化允许技术用户在游戏化任务中相互互动,由于其在促进用户游戏参与度和任务努力方面的有效性而引起了越来越多的兴趣。在社交游戏化中,用户可以与其他用户或团队竞争或合作完成游戏任务,实现游戏目标。然而,目前尚不清楚各种社会互动机制(SIMs),如合作、人际竞争和群体间竞争,在单独或共同实施时如何影响游戏化结果。此外,模拟人生对体验性和工具性游戏化结果的影响尚未得到很好的区分。在本研究中,我们系统地研究了这些基本模拟人生对健身应用用户游戏参与度和健身行为的影响,以及它们之间可能存在的交互效应。利用为中国市场定制的健身app fitness Castle,我们进行了纵向现场实验来验证我们提出的模型和假设。结果表明,当合作和人际竞争分别实施时,会导致健身情境下不同的工具游戏化结果。我们还系统地比较了当合作、人际竞争和群体间竞争在不同的合作环境中相结合时的不同游戏化结果。我们的研究为社交游戏化提供了基于理论的框架和设计原则。我们的研究结果有助于从业者更好地设计模拟市民在他们的游戏化技术,目的是实现最佳的体验和工具游戏化结果同时。
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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来源期刊
Journal of Management Information Systems
Journal of Management Information Systems 工程技术-计算机:信息系统
CiteScore
10.20
自引率
13.00%
发文量
34
审稿时长
6 months
期刊介绍: Journal of Management Information Systems is a widely recognized forum for the presentation of research that advances the practice and understanding of organizational information systems. It serves those investigating new modes of information delivery and the changing landscape of information policy making, as well as practitioners and executives managing the information resource.
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