Development of a gamification characteristics measurement scale for mobile application users

Authors

  • Richard D'arc da Silva Brito Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil
  • Luis Hernan Contreras Pinochet Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil
  • Evandro Luiz Lopes Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil
  • Mauri Aparecido de Oliveira Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil

DOI:

https://doi.org/10.18568/1980-4865.1311-16

Keywords:

Gamification, Scale development, Structural equation modeling

Abstract

The objective of this article is to present the development of a gamification characteristics measurement scale for mobile application users. The developed model was inspired by the framework called Octalysis created by Yu-kai Chou. Defined a preliminary version of the scale, it was necessary to carry out the face validation procedure conducted with 12 judges. After this initial phase, the purification of the scale was chained, via calculation of the reliability, and the application of the model from a pre-test conducted with 30 respondents. The next step was to implement a survey that was attended by 452 respondents from all over the country. The quantitative research approach followed an exploratory descriptive phase and another subsidized by the application of Structural Equation Modeling. As a result, the judges confirmed 6 of the 8 proposed constructs of the original model, and through analyzes carried out along with the sample of mobile application users, it was possible to verify that these 6 confirmed constructs confirmed the statistical significance of the scale developed. Therefore, the model proposed in this study is consistent and can be applied in future research.

Downloads

Download data is not yet available.

Author Biographies

Richard D'arc da Silva Brito, Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil

Holds Bachelor's degree in business administration. Also is researcher of the Administration Department of the Paulista School of Economics, Politics and Business (EPPEN) of the Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil. The main research interest topics is Gamification and Technology.

Luis Hernan Contreras Pinochet, Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil

Holds a Doctor of Business Administration. Also is professor of the Administration Department of the Paulista School of Economics, Politics and Business (EPPEN) of the Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil. The main research interest topics is Information and Communication Technology, and Information Management Systems

Evandro Luiz Lopes, Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil

Holds a post-doctor in Business Administration. Also is professor of the Administration Department of the Paulista School of Economics, Politics and Business (EPPEN) of the Federal University of São Paulo – UNIFESP, São Paulo, SP, Brazil. The main research interest topics is purchasing decision process and the evaluation of brands in the context of consumer behavior

Mauri Aparecido de Oliveira, Federal University of São Paulo - UNIFESP, São Paulo, SP, Brazil

Holds Doctor of Business Administration. Professor of the Multidisciplinary Department of the Paulista School of Economics, Politics and Business (EPPEN) of the Federal University of São Paulo – UNIFESP, São Paulo, SP, Brazil. The main research interest topics is the application of artificial neural networks in the prediction of financial time series

References

 Andriotis. N. (2014). Gamification Survey Results. Disponível em: <https://www.talentlms.com/blog/gamification-survey-results/>. Acesso em: 20 nov. 2016.

 Ariely, D., Huber, J., & Wertenbroch, K. (2005). When do losses loom larger than gains? Journal of Marketing Research, 42(2), 134-138.

 Asleitner, H. (2000). Designing emotionally sound instruction. Instructional Science, 28(3), 169-198.

 Becker, K. (2015). A Gamified Instructional Design Model for University Courses. Disponível em: <http://minkhollow.ca/beckerblog/2015/09/07/a-gamified-instructional-design-model-for-university-courses/>. Acesso em: 14 nov. 2016.

 Burke, B. (2015). Gamification 2020: What Is the Future of Gamification? Disponível em: <https://www.gartner.com/doc/2226015/gamification--future-gamification/>. Acesso em: 21 out. 2015.

 Benjamin, P., Gaskin, J. (2014). Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It. IEEE transactions on professional communication, vol. 57, nº 2 (123-146).

 Bright, E., Vine, S., Wilson, M. R., Masters, R. S., & McGrath, J. S. (2012). Face validity, construct validity and training benefits of a virtual reality TURP simulator. International Journal of Surgery, 10(3), 163-166.

 Chang, J. W., & Wei, H. Y. (2016). Exploring Engaging Gamification Mechanics in Massive Online Open Courses. Journal of Educational Technology & Society, 19(2), 177-203.

 Cialdini, R. B. (2009). Influence: Science and practice. (Vol. 4). Boston, MA: Pearson Education.

 Chou, Y. (2014). Octalysis: Complete Gamification Framework. Disponível em: <http://www.yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/>. Acesso em: 22 nov. 2015.

 DeVellis, R. F. (2003). Scale development: theory and applications (2nd ed.). London: Sage Publications, Inc.

 Dicheva, D; Dichev, C; Agre, G; Angelova, G. (2015). Gamification in education: a systematic mapping study. Educational Technology & Society, Taiwan, v. 18, n. 3, p. 75-88, 2015.

 Edwards, J. R., & Bagozzi, R. P. (2000). On the nature and direction of relationships between constructs and measures. Psychological Methods, 5(2), 155.

 Fardo, M. L. (2013). A gamificação aplicada em ambientes de aprendizagem. Revista RENOTE – Novas Tecnologias na Educação, 11(1). ISSN 1679-1916.

 Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, v. 18, n. 1, p. 39-50.

 Gilbert, D. T., Giesler, R. B., & Morris, K. A. (1995). When comparisons arise. Journal of Personality and Social Psychology, 69 (2), 227–236.

 Gountas, J., Gountas, S., Reeves, R. A., & Moran, L. (2012). Desire for fame: scale development and association with personal goals and aspirations. Psychology & Marketing, 29(9), 680-689.

 Hamari, J., & Lehdonvirta, V. (2010). Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science & Applied Management, 5(1), 14-29.

 Hardesty, D. M., & Bearden, W. O. (2004). The use of expert judges in scale development: implications for improving face validity of measures of unobservable constructs. Journal of Business Research, 57(2), 98-107.

 Hair, Jr., J., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis. 6ª Ed. Upper Saddle River, NJ: Pearson Prentice Hall.

 Hair Jr., J., F.; Hult, G. T. M.; Ringle, Christian M.; Sarstedt, M. (2014). A primer partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.

 Hidi, S., Renninger, K.A., Krapp, A. (2004). Interest, a Motivational Variable that Combines Affective and Cognitive Functioning, In: D.Y. Dai, R.J. Sternberg (eds.), Motivation, emotion and cognition: Integrative perspectives on intellectual functioning and development, pp. 89--115, Erlbaum, Mahwah.

 Hong, J., Lee, O. K. and Shu, W. (2013). A study of the continuous usage intention of social software in the context of instant messaging, Online Information Review, Vol. 37 No. 5, pp. 692-710.

 Hunter, R. (2012). The gamification Handbook-Everything you need to know about gamification. Emereo Publishing.

 Jagoda, P. (2014). Gaming the Humanities. Differences – A Journal of Feminist Cultural Studies, 25(1), 189-215.

 Jarvis, C. B.; Mackenzie S. B.; & Podsakoff, P. M. (2003). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of Consumer Research, v. 30, n. 2, p. 199–218.

 Jorge, C. F. B.; Sutton, M. J. D. (2016). Games como estratégia na construção e gestão do conhecimento no contexto da inteligência organizacional. Perspectivas em Gestão & Conhecimento, v. 6, p. 103-118.

 Kanov, J. M., Maitlis, S., Worline, M. C., Dutton, J. E., Frost, P. J., & Lilius, J. M. (2004). Compassion in organizational life. American Behavioral Scientist, 47(6), 808-827.

 Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the econometric society, 263-291.

 Kapp, K. M. (2012). The gamification of learning and instruction: game-based methods and strategies for training and education. John Wiley & Sons.

 Kim, B. (2015). Understanding gamification. Library Technology Reports, v. 51, n. 2.

 Kim, S. S., & Malhotra, N. K. (2005). A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post-Adoption Phenomena. Management Science (51:5), p. 741-755.

 Lee, J. J., & Hammer, J. (2011). Gamification in education: What, how, why bother? Academic Exchange Quarterly, 15(2), 146.

 Lehdonvirta, V., Wilska, T. A., & Johnson, M. (2009). Virtual consumerism: case habbo hotel. Information, communication & society, 12(7), 1059-1079.

 Malhotra, N. K. (2014). Essentials of Marketing Research: A Hands-On Orientation. Prentice Hall, 1Edition, January 20.

 Marczewski, A. (2016). Using Boredom and Curiosity to your Advantage. Disponível em: <https://www.gamified.uk/2016/06/13/using-boredom-and-curiosity-to-your-advantage/>. Acesso em: 13 nov. 2016.

 Markets and Markets. (2016). Gamification market by solution (consumer driven and enterprise driven), applications (sales and marketing), deployment type (on-premises and cloud), user type (large enterprise, smbs), industry and region - global forecast to 2020 Disponível em: <http://www.marketsandmarkets.com/Market-Reports/gamification-market-991.html/>. Acesso em: 20 nov. 2016.

 McGonigal, J. (2011). Reality is broken: why games make us better and how they can change the world. New York: The Penguin Press.

 Medler, B. (2011). Player dossiers: Analyzing gameplay data as a reward. Game Studies Journal, 11 (1).

 Montola, M., Nummenmaa, T., Lucero, A., Boberg, M., & Korhonen, H. (2009). Applying game achievement systems to enhance user experience in a photo sharing service. In: Proceedings of the 13th International MindTrek Conference: Everyday Life in the Ubiquitous Era (pp. 94-97). ACM.

 Nan, X. (2008). The pursuit of self-regulatory goals: How counterfactual thinking influences advertising persuasiveness. Journal of Advertising, 37(1), 17-27.

 Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). Na expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, Vol.33 No. 1, pp.34-47.

 Pooja, S., & Sagar, M. (2012). High impact scales in marketing: a mathematical equation for evaluating the impact of popular scales. Advances in Management, 5(4), 31-48.

 Ringle, C. M.; Silva, D. da.; & Bido, D. (2014). Modelagem de Equações Estruturais com Utilização do SMARTPLS. Revista Brasileira de Marketing – REMark. Edição Especial Vol. 13, n. 2, Maio.

 Robson, K., Plangger, K., Kietzmann, J., McCarthy, I., & Pitt, L. (2014). Understanding gamification of consumer experiences. NA-Advances in Consumer Research Volume 42.

 Rossiter, J. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305-335.

 Sailer, M., Hense J., Mandl, H. & Klevers, M. (2013). Psychological perspectives on motivation through Gamification. Interaction Design and Arquitecture(s) Journal, vol. 19 pp. 28-37.

 Salen, K., & Zimmerman, E. (2003). Rules of play: Game design fundamentals. The MIT Press.

 Schell, J. (2014). The Art of Game Design: A book of lenses. CRC Press.

 Stratman, J. K.; Roth, A. V. (2002). Enterprise Resource Planning (ERP) competence constructs: two-stage multiitem scale development and validation. Decision Sciences, v. 33, n. 4, p. 601-628.

 Suls, J., Martin, R., & Wheeler, L. (2002). Social comparison: Why, with whom, and with what effect? Current Directions in Psychological Science, 11 (5), 159–163.

 Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112.

 Vianna, Y., Vianna, M., Medina, B., & Tanaka, S. (2013). Gamification, Inc: como reinventar empresas a partir de jogos. 1 edição, Rio de Janeiro: MJV Press.

 Vorderer, P., Hartmann, T., & Klimmt, C. (2003, May). Explaining the enjoyment of playing video games: the role of competition. In: Proceedings of the second international conference on Entertainment computing (pp. 1-9). Carnegie Mellon University.

 Wood, J. V. (1989). Theory and research concerning social comparisons of personal attributes. Psychological Bulletin, 106 (2), 231–248.

 Zichermann, G; Cunningham, C. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. Canada: O’Reilly Media.

Downloads

Published

2018-01-08

How to Cite

Brito, R. D. da S., Pinochet, L. H. C., Lopes, E. L., & Oliveira, M. A. de. (2018). Development of a gamification characteristics measurement scale for mobile application users. Internext - International Business and Management Review, 13(1), 1–16. https://doi.org/10.18568/1980-4865.1311-16

Issue

Vol. 13 No. 1 (2018): January/April

Section

Article

License

- The author(s) authorize the publication of the article in the journal;

- The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s);

- The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s);

- In case an article will be approved for publication, the author will sign the term of Cession of Copyright to the journal, according to the download form.

Most read articles by the same author(s)