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Personality and games: enhancing online surveys through gamification

Author

Listed:
  • Tamilla Triantoro

    (Quinnipiac University)

  • Ram Gopal

    (The University of Warwick)

  • Raquel Benbunan-Fich

    (Zicklin School of Business, Baruch College. CUNY)

  • Guido Lang

    (Quinnipiac University)

Abstract

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.

Suggested Citation

  • Tamilla Triantoro & Ram Gopal & Raquel Benbunan-Fich & Guido Lang, 2020. "Personality and games: enhancing online surveys through gamification," Information Technology and Management, Springer, vol. 21(3), pages 169-178, September.
    • Handle: RePEc:spr:infotm:v:21:y:2020:i:3:d:10.1007_s10799-020-00314-4
    DOI: 10.1007/s10799-020-00314-4
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    References listed on IDEAS

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    Cited by:

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    2. Aubert, Alice H. & Schmid, Sara & Lienert, Judit, 2024. "Can online interfaces enhance learning for public decision-making? Eliciting citizens’ preferences for multicriteria decision analysis," European Journal of Operational Research, Elsevier, vol. 314(2), pages 760-775.
    3. Michal Scibor-Rylski, 2021. "The Effectiveness of Gamifi cation in the Online and Offline Qualitative Marketing Research," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(13), pages 57-65.
    4. Stéphanie Carlier & Dries Coppens & Femke De Backere & Filip De Turck, 2021. "Investigating the Influence of Personalised Gamification on Mobile Survey User Experience," Sustainability, MDPI, vol. 13(18), pages 1-17, September.

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