BEHAVIORAL ARCHETYPES OF GEN Z IN GAMIFIED E-GOVERNMENT APPS

Kalina Trenevska Blagoeva (), Lidija Pulevska Ivanovska (), Saso Josimovski (), Marina Mijoska Belshoska () and Martin Kiselicki ()
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Kalina Trenevska Blagoeva: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia
Lidija Pulevska Ivanovska: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia
Saso Josimovski: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia
Marina Mijoska Belshoska: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia
Martin Kiselicki: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia

No 7, Proceedings of the International Conference "Economic and Business Trends Shaping the Future" from Faculty of Economics-Skopje, Ss Cyril and Methodius University in Skopje

Abstract: This study applies a segmentation lens to Gen Z participation in a gamified e-government app (MojDDV). K-means clustering of survey data (n=119) yields four archetypes—Super-Scanners, Socially-Influenced Actives, Casual Participants, Skeptical Habituals—that differ in trust, social influence, and scanning intensity. The contribution is to move beyond average-effect adoption models and show actionable heterogeneity: leverage advocates (Super-Scanners), reinforce peer norms (Socially-Influenced), nudge and simplify (Casual), and rebuild institutional trust (Skeptical). Limitations include single-country scope, self-reports, and sample size; future work should add robustness checks and external validation. Findings inform targeted policy and design for gamified public services.

Keywords: Behavioral archetypes; Gamified e-government; Generation Z; Clustering analysis; Digital engagement (search for similar items in EconPapers)
JEL-codes: C38 H83 O33 (search for similar items in EconPapers)
Pages: 13 pages
Date: 2025-12-15
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Persistent link: https://EconPapers.repec.org/RePEc:aoh:conpro:2025:i:6:p:114-126

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