Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service
Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service
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DOI：
10.1016/j.elerap.2013.01.004
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发表时间：
2013-07-01
影响因子：
6
通讯作者：
Hamari, Juho
中科院分区：
文献类型：
--
作者：
Hamari, Juho
近年来，在非游戏服务中加入游戏机制得到了相对较大的关注。流行的讨论将游戏化与成功的营销和通过更高的客户参与度增加利润联系在一起，然而，缺乏实证研究来证实这种预期。本文报告了一个现场实验的结果，该实验通过实现用户可以从各种任务中获得徽章的游戏机制来博弈一种功利性的P2P交易服务。有3234名用户被随机分配到治疗组，并按2x2设计接受不同版本的胸卡系统。结果表明，仅仅是游戏化机制的实施并不会自动导致所研究的功利性服务中使用活跃度的显著增加，然而，那些积极监控自己和研究中其他人的徽章的用户表现出更高的用户活跃度。(C)2013爱思唯尔B.V.保留所有权利。
During recent years, the addition of game mechanisms to non-game services has gained a relatively large amount of attention. Popular discussion connects gamification to successful marketing and increased profitability through higher customer engagement, however, there is a dearth of empirical studies that confirm such expectations. This paper reports the results of a field experiment, which gamifies a utilitarian peer-to-peer trading service by implementing the game mechanism of badges that users can earn from a variety of tasks. There were 3234 users who were randomly assigned to treatment groups and subjected to different versions of the badge system in a 2 x 2 design. The results show that the mere implementation of gamification mechanisms does not automatically lead to significant increases in use activity in the studied utilitarian service, however, those users who actively monitored their own badges and those of others in the study showed increased user activity. (C) 2013 Elsevier B.V. All rights reserved.