How do competitiveness and self- construal character types influence the effects of social gamification features? An investigation based on the example of strava

Abstract

This research thesis evaluates the gaps in the current literature on gamification in sports applications, focusing on the differentiation between three gamification categories and the differences in perception among various consumer types. The focus is set on the effect of social-related gamification features on users’ motivation, engagement, and time spent on the mobile app, considering two character traits: competitiveness and player orientation.

To investigate these relationships, a quantitative approach was taken, where 151 participants responded to an online survey investigating the chosen variables, based on validated measurement scales. The findings indicated that consumers with a high level of competitiveness perceive a stronger effect of social gamification on their motivation. Simultaneously, people who pay more attention to other users’ activities do also get a higher effect of social-related gamification features on their motivation.

Concerning the effect on engagement, the results showed that the level of competitiveness is responsible for a part of the variation in the engagement variable, which validates the hypothesis. The same effect could be observed with socially observant individuals who perceive an increased effect of social gamification on their usage time.

This research confirms that character traits significantly influence the effects of social gaming features on consumers in the context of a sports application. Competitiveness and player orientation were found to account for a part of the variation in user motivation, engagement, and usage time.

These results contribute to the current literature by emphasizing the importance of a categorized approach to gamification, taking into account the varying perceptions among different user profiles. Additionally, they underscore the potential for future research to investigate other character traits and their effects on gamification perception, with the goal of optimizing the implementation of game-related mechanics. Furthermore, this work offers valuable insights into managerial implications by recommending a tailored approach to gamification based on user behavioral data. Such personalized implementation could potentially enhance the user experience while optimizing budget allocation.