Would you like to play? A comparison of a gamified survey with a traditional online survey method. (December 2019)

• Record Type: Journal Article
• Authors: Triantoro, Tamilla; Gopal, Ram; Benbunan-Fich, Raquel; Lang, Guido
• Is Part Of: International journal of information management. Volume 49(2019)
• Page Start: 242
• Page End: 252
• Publication Date: 2019-12
• Subjects: Gamification -- Big Five -- Human computer interaction -- Online surveys -- Signaling -- S-O-R framework -- User experience design; Social sciences -- Information services -- Periodicals; Social sciences -- Research -- Periodicals; Information science -- Periodicals; Management information systems -- Periodicals; Knowledge management -- Periodicals; Sciences sociales -- Documentation, Services de -- Périodiques; Sciences sociales -- Recherche -- Périodiques; Sciences de l'information -- Périodiques; Systèmes d'information de gestion -- Périodiques; Information science; Management information systems; Social sciences -- Information services; Social sciences -- Research; Periodicals; Electronic journals; 025.52068
• DOI: 10.1016/j.ijinfomgt.2019.06.001
• Languages: English
• ISSNs: 0268-4012

Abstract

Highlights: Using the S-O-R framework and signaling theory, we evaluated the signaling effect of gamification in online survey systems. We conceptualized three types of game elements: extrinsic, intrinsic and self-presentation. We found that extrinsic elements do not affect cognitive reactions, but affect the enjoyment associated with the survey. Self-presentation and intrinsic elements affect both cognitive and affective reactions. Our results also indicate that gamification can serve as a positive signal for a signaling party. Abstract: Using the stimulus-organism-response (S-O-R) framework and signaling theory, we evaluated the signaling effect of gamification in online survey systems. Based on the Big Five personality assessment instrument, we developed an experimental study with two surveys – a traditional online survey with Likert scales, and a gamified survey powered by game mechanics. Then we evaluated the effect of both surveys on the users' cognitive and affective reactions, as well as their preference toward the signaler. We also identified game elements that influence the individuals' reactions when interacting with gamified surveys. The results suggest that gamification serves as a positive signal and increases affective reactions. These findings have theoretical and practical implications to improve the design of existing online surveys.