Gamification in Wellness Apps: Understanding the Effects of Badges and Leaderboards on User Engagement and Stress

Abstract

The rapid growth of gamification in consumer products has earned significant attention from both researchers and practitioners. While gamification has been known for its potential to enhance user motivation and engagement, its impact on consumer stress remains a topic of debate. This thesis investigates the conditions under which engagement with gamified products induces stress for consumers, focusing on the context of wellness apps. Employing a quantitative methodology and utilizing the Strava fitness app as a case study, this research examines the relationships between specific gamification elements (badges and leaderboards), user engagement, and perceived stress. The study draws upon Self-Determination Theory as its primary theoretical lens, exploring how gamification elements interact with intrinsic motivational processes. An online survey was conducted among Strava users, with data collected from a sample of 79 participants. The questionnaire, constructed using established scales such as the Engagement Scale, the Technological Exhaustion Scale, and the Player Experience of Need Satisfaction Scale, was designed to capture the nuances of user engagement, stress levels, and gamification impacts. The findings reveal significant positive relationships between gamification elements, intrinsic motivation, and user engagement. However, no significant direct relationships were found between gamification elements and perceived stress. Intrinsic motivation was found to partially mediate the relationship between gamification elements and user engagement, while user characteristics (age and gender) moderated the relationships between badges, user engagement, and perceived stress. This study contributes to the growing body of literature on gamification in health and wellness contexts, providing insights into the complex interplay between gamification elements, user motivation, engagement, and well-being. The findings offer practical implications for designers and developers of gamified wellness apps, highlighting the importance of considering user characteristics and the potential psychological impacts of gamification.