Examining a Model of Gamification Behavior in the Regular Exercise Context

• Main Authors: Huang, Hsiao-Chang, 黃孝璋
• Other Authors: Li, Ching
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hjr66h

博士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 106 === Variation in the use the term and concepts of gamification has drawn the attention of academics. However, lack of theoretical foundations and empirical researches were the common issues in gamification. The purpose of this study is to discuss the essential concepts of gamification by utilizing literature analysis; moreover, the study combined Fogg’s behavior model, self-determination theory and psychogenic needs to discuss how gamification affects individuals in regular exercise. After the research data were collected from the survey, partial least squares structural equation modeling was selected as the approach to examine the model of gamification behavior, and to analyses hypothesized relationships among preference of game mechanics, fulfilled needs, motivation, perceived ability and behavior intention. To realize how individuals’ personality traits influence their behavior, the study examined models of gamification behavior among different groups of personality by PLS multi-group analysis. As a consequence, empirical findings indicate that game mechanics are triggers to motivate individuals’ motivation and perceived ability. In the process of gamification, individuals’ motivation were supported by fulfilling needs, and then to enhance behavior intention of engaging in regular exercise. In addition, there were only two significant differences found in hypothesized relationships among three groups of personality. It reflected that this study not only illustrates a theoretical model to predict how gamification motivates individuals, but also provides directions for future academics research.