Would you like to play? A comparison of a gamified survey with a traditional online survey method

• Published in: International journal of information management 2019-12, Vol.49, p.242-252
• Main Authors: Triantoro, Tamilla, Gopal, Ram, Benbunan-Fich, Raquel, Lang, Guido
• Format: Article
• Language: English
• Subjects: Big Five; Computer & video games; Evaluation; Gamification; Human computer interaction; On-line systems; Online surveys; Polls & surveys; S-O-R framework; Signaling; User experience design
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2019.06.001

•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. 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.