Emmanuel Ayaburi

Slayers vs Slackers: An Examination of Users’ Competitive Differences in Gamified IT Platforms Based on Hedonic Motivation System Model

Competitive fitness environment platforms and technology rely on reward-based gamification, which can be traced back to customer loyalty programs started by the airline and hotel industry in the 1980’s. These reward systems use basic game elements of Badges, Levels/Leaderboards, Achievements, and Points (BLAP) to invoke intrinsic motivation. Reward-based gamifications are easy to implement and the application of such systems has been proven to be successful in adaptive learning of certain types of skills or encouraging the completion of routine tasks. However, implementing reward-based game elements without designing a meaningful experience tailored to the individuals’ characteristics or learning needs could lead to user boredom or disengagement over the long run. This research extends Hedonic Motivation System Model (HMSAM), which is specific system acceptance model based on cognitive absorption in a competitive fitness context, by examining the effect of users’ competitive and engagement characteristics. We propose that considering individual competitive differences as well as providing a meaningful immersive experience can enhance IS platform design and have practical results regarding enhancement of competitive fitness technology design in support of improved individual user performance and safety.