چكيده لاتين
Gamification, as an innovative process for creating systems with gamified experiences, is widely used to enhance user engagement, motivation, and enjoyment in digital systems. It also finds applications in behavior change initiatives across domains such as health, education, customer loyalty, and employee management. However, evidence suggests that individual user characteristics, such as personality traits, preferences, and cultural factors, significantly influence the outcomes of gamification.
This research aims to advance personalized gamification by proposing a three-phase model for designing gamified systems: (1) user preference classification, (2) selection of gamification design elements, and (3) evaluation of the gamified design. In this regard, the Hexad User Types scale was employed for user classification, and questionnaires such as Cialdini’s principles, MBTI, and Hofstede’s dimensions were utilized to identify personality, cultural, and social characteristics. Statistical models and machine learning techniques were applied for the classification and selection of design elements.
To evaluate this approach, a flexible software platform was developed, integrating nine gamification elements around a core task. This platform allows researchers to adjust gamification elements, add or remove features, and control the level and type of personalization based on user attributes.
The study involved two experimental groups: one experiencing personalized gamified systems and a control group engaging with fixed gamification elements. To prepare participants, workshops were held in schools and universities, where selected students and university attendees, who had previously completed questionnaires, received instructions about the game and research objectives. Post-game surveys were administered to assess user satisfaction, engagement, and motivation.
The findings revealed that personalized gamified systems significantly enhanced user engagement and satisfaction compared to generic systems.
This research provides a comprehensive framework for designing and evaluating personalized gamification systems, offering valuable guidance for designers aiming to improve user interaction and motivation.
