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Gamification in a sales context: Designing for motivation and commitment
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Länge har utvecklare kämpat för att genom kreativa implementationer av gryende teknologi, särskilja och sprida sina applikationer och tjänster i konkurrensen av ett ständigt växande utbud. En av de senaste trenderna för att framkalla ett ökat engagemang och förbättrade prestationer bland användarna är gamification. Detta innebär processen att införa spelliknande moment i applikationer för att öka deras interaktionförmåga och på så sätt möjliggöra för motivation att uppstå inom användaren. Lyckade exempel på gamifierade applikationer har snabbt sprungit om sina konkurrenter både vad gäller användarlojalitet och popularitet vilket får många att fundera på nya användningsområden för tekniken. I detta arbete vill vi besvara frågor kring hur gamification kan användas för att öka engagemang, kunskap och prestation hos användarna i ett av dessa nya områden, försäljning. Genom en empirisk datainsamling och analys av fallet Sponsra.se samt teorier inom gamification, psykologi och försäljning, presenterar och motiverar vi tre riktlinjer för design av gamifierade applikationer inom en försäljningskontext: “social kontext”, “inre motivation” och “beteendeförändring”.

Abstract [en]

For a long time developers have fought in ever growing competition, to differentiate and spread their applications through creative implemetations of groundbreaking technology.One of the newest trends in trying to produce an increase of commitment and performance in users is gamification. This means the process of introducing game-like elements to applications, in an effort to increase their interactivity and enabling motivation to develop in the user. Successful examples of gamified applications have quickly surpassed their competitors in both user loyalty and popularity, which has made many think about new fields of applications for this thechnology. In this work we want to answer questions about how gamification can be used to increase users commitment, knowledge and performance in one of these new areas, sales. Through an empiric collection of data and analysis of the case Sponsra.se as well as theories from gamification, psychology and sales, we present and give grounds for three guidelines used to design gamified applications in a sales context: “social context”, “intrinsic motivation” and “behavioral change”.

Place, publisher, year, edition, pages
2015. , 42 p.
Keyword [en]
Gamification, sales, sales control, sales support, motivation, commitment, application design, application development
Keyword [sv]
Gamification, spelifiering, försäljning, säljkontroll, säljstöd, motivation, engagemang, applikationsdesign, applikationsutveckling
National Category
Information Systems, Social aspects Information Systems
Identifiers
URN: urn:nbn:se:uu:diva-256523OAI: oai:DiVA.org:uu-256523DiVA: diva2:825816
Subject / course
Information Systems
Educational program
Bachelor programme in Information Systems
Supervisors
Examiners
Available from: 2015-06-25 Created: 2015-06-24 Last updated: 2015-06-25Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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