Personality and games: enhancing online surveys through gamification
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Personality and games: enhancing online surveys through gamification Tamilla Triantoro1 · Ram Gopal2 · Raquel Benbunan‑Fich3 · Guido Lang1
© Springer Science+Business Media, LLC, part of Springer Nature 2020
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. Keywords Gamification · Big Five personality traits · Online surveys · User experience design · Human computer interaction
1 Introduction With the growth in data capturing capabilities at a relatively low cost, a larger number of organizations routinely collect data about users of their services and conduct analytics to enhance service offerings and the company bottom-line. User self-reported data can influence important business decisions, including marketing campaigns, job offers, and consumer product development. The need to get high quality * Tamilla Triantoro [email protected] Ram Gopal [email protected] Raquel Benbunan‑Fich [email protected] Guido Lang [email protected] 1
Department of Computer Information Systems, School of Business, Quinnipiac University, 275 Mt Carmel Ave., Hamden, CT 06518, USA
2
Information Systems and Management, Warwick Business School, The University of Warwick, Coventry CV4 7AL, UK
3
Paul H. Chook Department of Information Systems & Statistics, Zicklin School of Business, Baruch College. CUNY, One Bernard Baruch Way, New York, NY 10010, USA
user self-reported data therefore has practical significance and calls for the design and improvement of existing data collection instruments. A traditional way of obtaining user data is via surveys. Surveys have certain advantages as they are relatively inexpensive, can be administered online and provide structured data that are easy to analyze. At the same time, data collectors face challenges associated with low user motivation. Lacking motivation, users may not respond to a call for a survey, and even if they do, they may submit responses with missing or inaccurate data that can result from common scale bias, acquiescence bias, extreme responding bias, or social desirability bias [44, 45]. We propose that gamifying surveys, by adding game elements to a traditional survey, may provide a more enjoyable environment for respondents and mitigate survey related biases. Gamification is the adoption of games beyond entertainment and is based on the usage of games in our daily lives. Our main contentio
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