Prioritize and Assess the Importance of Variables that Determine the Effectiveness of Gamification with Application in Online Education

Subject Areas : Virtual Learning

mohsen rahbari ¹ , neda soleymani ² , mohammad soltanifar ³ , ataollah abtahi ⁴ , afsane zamanie moghaddam ⁵

1 - دانشجوی دکتری مدیریت رسانه‌ای، گروه مدیریت رسانه‌ای، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - Assistant Professor, Department of Social Communication Sciences, Faculty of Humanities and Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - communication Department,management Faculty,Azad university ,branch sciences and researches of Tehran, Iran
4 - Assistant Professor, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
5 - faculty of university

Received: 2021-10-01 Accepted : 2023-05-06 Published : 2023-06-22

Keywords: effectiveness, motivation, Gamification, User Experience, Behavioral changes,

Abstract :

Considering the increasing growth of gamification in online environments, especially online education, as well as the importance of full mastery of effectiveness evaluation activities as one of the most important and necessary control activities, this study aims to rank and identify The importance of the factors determining the effectiveness of gamification and considering a comprehensive model including various dimensions and variables, during a field survey the dimensions and variables of the gamification effectiveness model have been prioritized. The data collection tool was a questionnaire by simple random sampling among users of a gamification and several validity and reliability tests were applied on it. The results showed that among the dimensions of gamification effectiveness, the dimension of behavioral changes and user achievements are in the first rank of importance or priority, the dimension of user experience is in the second rank and motivation is in the last rank. In terms of user experience, the variable of overall experiences and satisfaction is in the first place and compatibility with the user is in the last place. Also in the dimension of behavioral changes and achievements, the variable of user engagement is in the first rank and attitude is in the last rank.

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