Personality and games: enhancing online surveys through gamification

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...

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Published in:Information technology and management 2020-09, Vol.21 (3), p.169-178
Main Authors: Triantoro, Tamilla, Gopal, Ram, Benbunan-Fich, Raquel, Lang, Guido
Format: Article
Language:English
Subjects:
Business and Management
Computer Communication Networks
Data Structures and Information Theory
Gamification
IT in Business
Operations Research/Decision Theory
Personality
Surveying
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description 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.
doi_str_mv 10.1007/s10799-020-00314-4
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subjects Business and Management
Computer Communication Networks
Data Structures and Information Theory
Gamification
IT in Business
Operations Research/Decision Theory
Personality
Surveying
title Personality and games: enhancing online surveys through gamification
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