Empirical validation of the correlation between gamification user type typicality and behavioral changes

Abstract

Gamification can be more effective if its design is tailored to user preferences. Previous studies have shown a relationship between user types and gamification elements; however, the typicality of user types has not been investigated. Therefore, we conducted empirical research on the relationship between the degree of typicality of user types and behavioral change. We provided a smartphone app that promotes walking with gamification, and collected access logs of 41 people for 30 days. We analyzed the typicality of user types and the relationship between typicality and steps from access logs based on the Gamification User Types Hexad. As a result, 85.4% of the users were low-typical users, and there was no correlation between typicality and number of steps. Furthermore, we analyzed by user type, Philanthropists and Disruptors had greater variation in typicality, and Socializers had fewer steps.