Personality and games: enhancing online surveys through gamification

Tamilla Triantoro (), Ram Gopal (), Raquel Benbunan-Fich () and Guido Lang ()
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Tamilla Triantoro: Quinnipiac University
Ram Gopal: The University of Warwick
Raquel Benbunan-Fich: Zicklin School of Business, Baruch College. CUNY
Guido Lang: Quinnipiac University

Information Technology and Management, 2020, vol. 21, issue 3, No 3, 169-178

Abstract: Abstract In this research, we evaluate the moderating role of personality on enjoyment and attention associated with a gamified data collection instrument, and the attractiveness of a surveying organization. In an online experiment, we compare a gamified survey with a traditional survey. The results suggest that gamified surveys are more enjoyable and users are more attentive when filling out gamified surveys. Specific personality traits moderate the effect of attention and enjoyment related to gamification, and the enjoyment associated with gamification increases the attractiveness of a surveying organization. These findings have theoretical and practical implications to improve the design of existing online surveys.

Keywords: Gamification; Big Five personality traits; Online surveys; User experience design; Human computer interaction (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s10799-020-00314-4

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