Gotta catch ‘em all: The effects of game mechanics on usage intensity and user experience in gamification
Master thesis
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Date
2019Metadata
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- Master of Science [1806]
Abstract
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.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019