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Gotta catch ‘em all: The effects of game mechanics on usage intensity and user experience in gamification

Norem, Henrik; Mauseth, Marie Kristin
Master thesis
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2278379.pdf (1.613Mb)
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http://hdl.handle.net/11250/2623593
Utgivelsesdato
2019
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  • Master of Science [1117]
Sammendrag
The present paper examines gamification and which effects the common game mechanics

missions, contest, streaks and luck have on consumers. Specifically, the paper examines how

these game mechanics influence usage intensity and user experiences through the mediators

flow and stress. Moreover, the study investigates if and how gamification increases the

likelihood of becoming addicted to a gamified application in order to create awareness of the

potential ethical issues regarding gamified design. The research was conducted through two

studies. Study 1 was an ethnographic study of Pokémon Go among brand community

members in Oslo, Norway. Study 2 provided quantitative triangulation of the ethnographic

findings through a survey among Pokémon Go users (N = 1,540). Results found that the

usage intensity of a gamified application increased significantly from flow and stress. While

flow enhanced the user experience, stress diminished it. Gamification also increased the

likelihood of developing an addiction to the gamified application, mediated by flow and

stress. The game mechanics missions, contests and good luck induced flow, while streaks

created a fear of missing out, and bad luck led to frustration. Discussion of the current

findings focuses on their contribution to extending academic knowledge of gamification’s

effects, and managerial guidelines for designing gamification in accordance with business

objectives. Our findings suggest utilizing contests and missions for objectives related to user

experiences, such as improving user satisfaction and customer-brand relationships.

Objectives related to usage intensity, such as stimulating micro-transactions or ad revenue, is

best served through the implementation of luck and streaks.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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