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Do badges increase user activity? A field experiment on the effects of gamification
Tekijät: Hamari Juho
Kustantaja: PERGAMON-ELSEVIER SCIENCE LTD
Julkaisuvuosi: 2017
Journal: Computers in Human Behavior
Tietokannassa oleva lehden nimi: COMPUTERS IN HUMAN BEHAVIOR
Lehden akronyymi: COMPUT HUM BEHAV
Vuosikerta: 71
Aloitussivu: 469
Lopetussivu: 478
Sivujen määrä: 10
ISSN: 0747-5632
eISSN: 1873-7692
DOI: https://doi.org/10.1016/j.chb.2015.03.036
Tiivistelmä
During recent years, the practice of adding game design to non-game services has gained a relatively large amount of attention. Popular discussion connects gamification to increased user engagement, service profitability, goal commitment and the overall betterment of various behavioral outcomes. However, there is still an absence of a coherent and ample body of empirical evidence that would confirm such expectations. To this end, this paper reports the results of a 2 year (1 + 1 year - between- group) field experiment in gamifying a service by implementing a game mechanic called 'badges'. During the experiment a pre-implementation group (N = 1410) was monitored for 1 year. After the implementation, the post-implementation (the gamified condition) group (N = 1579) was monitored for another full year. Results show that users in the gamified condition were significantly more likely to post trade proposals, carry out transactions, comment on proposals and generally use the service in a more active way. (C) 2015 Elsevier Ltd. All rights reserved.
During recent years, the practice of adding game design to non-game services has gained a relatively large amount of attention. Popular discussion connects gamification to increased user engagement, service profitability, goal commitment and the overall betterment of various behavioral outcomes. However, there is still an absence of a coherent and ample body of empirical evidence that would confirm such expectations. To this end, this paper reports the results of a 2 year (1 + 1 year - between- group) field experiment in gamifying a service by implementing a game mechanic called 'badges'. During the experiment a pre-implementation group (N = 1410) was monitored for 1 year. After the implementation, the post-implementation (the gamified condition) group (N = 1579) was monitored for another full year. Results show that users in the gamified condition were significantly more likely to post trade proposals, carry out transactions, comment on proposals and generally use the service in a more active way. (C) 2015 Elsevier Ltd. All rights reserved.
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