Gamification : influencing value-perception of target behaviors
Tan, Ryan Rui Yang
Hsueh, Vivian Hua Chen
Date of Issue2017
Wee Kim Wee School of Communication and Information
Existing scholarship of gamification has covered the effectiveness of different types of game design elements in specific applications. There is a need to understand why gamification may be capable of fulfilling these applications’ goals and how effective gamified experiences can be created or facilitated. This paper aims to fill a gap in gamification theory by focusing on the goal driving the implementation of gamification and highlighting the ways by which it affects the perception based psychological processes that influence user behavior. Gamification is conceptualized here as the use of game elements to influence users’ value perceptions of a target behavior in order to motivate action. This study suggests new approaches to gamification implementations and hopefully opens new avenues for further theoretical development following this conceptualization are suggested.
CEUR Workshop Proceedings
© 2017 The Author(s) (CEUR Workshop Proceedings). This paper was published in CEUR Workshop Proceedings and is made available as an electronic reprint (preprint) with permission of The Author(s) (CEUR Workshop Proceedings). The published version is available at: [http://ceur-ws.org/Vol-1857/]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.