Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction |
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| Institution: | 1. Imperial College Business School, Imperial College London, London SW7 2AZ, UK;2. University of Cologne, Department of Marketing, Albertus-Magnus-Platz, 50923 Cologne, Germany |
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| Abstract: | Gamification is increasingly used as an essential part of today’s services, software and systems to engage and motivate users, as well as to spark further behaviors. A core assumption is that gamification should be able to increase the ability of a system or a service to satisfy intrinsic needs, and thereby the autotelicy of use as well as consequent change in beneficial behaviors. However, beyond these optimistic expectations, there is a dearth of empirical evidence on how different gamification features satisfy different dimensions intrinsic needs. Therefore, in this study we investigate the relationships between the user (N = 824) interactions with gamification features (immersion, achievement and social -related features) and intrinsic need satisfaction (autonomy, competence and relatedness needs) in Xiaomi and Huawei online gamified communities that represent two large technology product-related online brand communities in China through a survey-based study. The results indicate that immersion-related gamification features were only positively associated with autonomy need satisfaction. Achievement-related features were not only positively associated with all kinds of need satisfaction, but also the strongest predictor of both autonomy and competence need satisfaction. Social-related gamification features, were positively associated with autonomy, competence and relatedness need satisfaction. The results imply that gamification can have a substantially positive effect on intrinsic need satisfaction for services users. |
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| Keywords: | Gamification Intrinsic motivation Persuasive technology Social networking Motivational information system |
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