Effects of user characteristics related to regulatory focus theory on the effectiveness of gamification design

Abstract

Gamification faces the challenge that its effectiveness varies depending on user characteristics. The purpose of this study was to investigate user characteristics from the perspective of Regulatory Focus Theory and to determine which users with which tendencies are motivated by which gamification design elements. First, hypotheses regarding relationships were developed through an online survey. We then conducted an empirical study of gamification on walking. The results provided useful insights into the relationship between user characteristics and gamification elements.