Understanding how Gamification Influences Behaviour in Social Marketing

Australasian Marketing Journal - Tập 25 - Trang 12-19 - 2017
Robert Mitchell1, Lisa Schuster1, Judy Drennan1
1QUT Business School, Advertising, Marketing and Public Relations, Queensland University Technology, Brisbane, Australia

Tóm tắt

PurposeIn Australia and many other nations the prevalence of overweight and obesity is increasing, while physical activity declines. This paper investigates the effect of gamification on consumers’ motivation and behaviour to engage in physical activity over time from a social marketing perspective.Design/methodology/approachAn experimental design was used to determine the effect of a popular gamified fitness application (app) on both intrinsic motivation and walking behaviour over four weeks.FindingsWhile the study found that gamification supported behaviour change and maintenance, there was no significant change to intrinsic motivation as a result of using the app. This finding suggests there may be an alternative mechanism underlying how gamification achieves behavioural outcomes.Research limitations/implicationsFuture research is recommended to further explore the manner in which gamification influences behaviours.Originality/valueThis paper addresses the call for longitudinal studies of gamification and for studies examining both the motivational and behavioural outcomes of gamification.

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Australasian Marketing Journal

Tập 25

12-19

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