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Master Thesis

No game, no gain. How different gamification types motivate people to use a website

Abstract : Previous research has proven gamification to be an effective tool for many spheres, including digital marketing and website development. Nevertheless, the notion of gamification and the variety of ways of its implementation are not concrete enough to make certain claims regarding its efficacy. Authors use different elements, in order to gamify different processes, which leads them to controversial results. To address this problem, this research is focused on a concrete use of welldefined gamification types, namely, content and structural gamification, in a website creation and promotion context. The thesis considers the influence of the gamified website on the on the development of intrinsic motivation of a user, and his engagement with the website, which thus may cause the change of a behaviour of a website user.
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Master Thesis
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Submitted on : Wednesday, November 13, 2019 - 10:09:42 AM
Last modification on : Tuesday, May 11, 2021 - 11:36:24 AM


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  • HAL Id : dumas-02360905, version 1


Anastasiia Shpiliak. No game, no gain. How different gamification types motivate people to use a website. Business administration. 2019. ⟨dumas-02360905⟩



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