Demographic differences in perceived benefits from gamification

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    374 Citations (Scopus)

    Abstract

    In recent years, "gamification" has been proposed as a solution for engaging people in individually and socially sustainable behaviors, such as exercise, sustainable consumption, and education. This paper studies demographic differences in perceived benefits from gamification in the context of exercise. On the basis of data gathered via an online survey (N = 195) from an exercise gamification service Fitocracy, we examine the effects of gender, age, and time using the service on social, hedonic, and utilitarian benefits and facilitating features of gamifying exercise. The results indicate that perceived enjoyment and usefulness of the gamification decline with use, suggesting that users might experience novelty effects from the service. The findings show that women report greater social benefits from the use of gamification. Further, ease of use of gamification is shown to decline with age. The implications of the findings are discussed.

    Original languageEnglish
    Pages (from-to)179-188
    Number of pages10
    JournalComputers in Human Behavior
    Volume35
    DOIs
    Publication statusPublished - 2014
    Publication typeA1 Journal article-refereed

    Keywords

    • Demographics
    • Games for health
    • Gamification
    • Gender
    • Persuasive technology
    • Social networking

    Publication forum classification

    • Publication forum level 1

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