Company-university collaboration in applying gamification to learning about insurance

Incorporating gamification into training–learning at universities is hampered by a shortage of quality, adapted educational video games. Large companies are leading in the creation of educational video games for their internal training or to enhance their public image and universities can benefit from collaborating. The aim of this research is to evaluate, both objectively and subjectively, the potential of the simulation game BugaMAP (developed by the MAPFRE Foundation) for university teaching about insurance. To this end, we have assessed both the game itself and the experience of using the game as perceived by 142 economics students from various degree plans and courses at the University of Seville during the 2017–2018 academic year. As a methodology, a checklist of gamification components is used for the objective evaluation, and an opinion questionnaire on the game experience is used for the subjective evaluation. Among the results several findings stand out. One is the high satisfaction of the students with the knowledge acquired using fun and social interaction. Another is that the role of the university professors and the company monitors turns out to be very active and necessary during the game-learning sessions. Finally, in addition to the benefits to the university of occasionally available quality games to accelerate student skills training, the company–university collaboration serves as a trial and refinement of innovative tools for game-based learning

Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages

Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM). Design/methodology/approach – The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected. Findings – The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM. Research limitations/implications – The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame. Originality/value – The study’s contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook. Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations Paper type Research pape

Negative Effects of Incentivised Viral Campaigns for Activity in Social Networks

Viral campaigns are crucial methods for word-of-mouth marketing in social communities. The goal of these campaigns is to encourage people for activity. The problem of incentivised and non-incentivised campaigns is studied in the paper. Based on the data collected within the real social networking site both approaches were compared. The experimental results revealed that a highly motivated campaign not necessarily provides better results due to overlapping effect. Additional studies have shown that the behaviour of individual community members in the campaign based on their service profile can be predicted but the classification accuracy may be limited.Comment: In proceedings of the 2nd International Conference on Social Computing and its Applications, SCA 201

Increasing user motivation of neurological occupational therapy in virtual reality using gamification

Abstract. Neurological rehabilitation is a long process which requires a lot of work and motivation from the patient to be effective. Though patients might be motivated to partake in rehabilitation just to improve their own ability to live a more fulfilling life, it is beneficial for all parties involved to enhance patient motivation by other means as well. Gamification aims to increase user motivation with the introduction of game-like elements in a non-game context. In this study, the effectiveness of gamification techniques, common in fields such as education and life-style applications, are investigated on a virtual reality-based neurological rehabilitation software. In this study a user study was conducted to evaluate the motivational aspect of gamification. Ten test subjects (six male and four female) aged 22–34 participated in two settings in a random predetermined order: a gamified environment and a simplified environment. After each play session, the participants filled a questionnaire and partook in a short semi-structured interview relating to the experience. Mixed methods analysis was conducted, meaning results were analyzed both quantitatively and qualitatively. In quantitative analysis, the results showed that participants’ intrinsic motivation was greater during the gamified play session as opposed to the simplified one. Additionally, participant amotivation was somewhat higher in the simplified version. Qualitative analysis showed that the aesthetic elements combined with scoring system increased interest and motivation in the gamified environment. Though which independent elements contributed how much remained inconclusive. Follow-up studies with larger sample sizes could confirm the findings in this study and even go as far as to compare different gamification methods to further improve the usefulness of gamification in rehabilitation context.Pelillistämisen hyödyntäminen motivaation kasvattamisessa virtuaalitodellisuudessa järjestettävässä neurologisessa kuntoutuksessa. Tiivistelmä. Neurologinen kuntoutus on pitkä prosessi, joka vaatii paljon työtä ja motivaatiota potilaalta vaikuttaakseen tehokkaasti. Vaikka potilaat voivat olla motivoituneita kuntoututumaan parantaakseen elämänlaatuaan ja toimintakykyään, on hyödyllistä tukea motivaatiota myös toisin keinoin. Tässä tutkimuksessa tutkittiin pelillistämisen, jota on käytetty muun muassa koulutusja elämäntapasovelluksissa, hyötyjä virtuaalitodellisuudessa järjestettävässä neurologisessa kuntoutussovelluksessa. Kymmenen koehenkilöä (kuusi miestä ja neljä naista) iältään 22–34 ottivat osaa tutkimukseen, jossa he kokeilivat kahta satunnaisessa järjestyksessä valittua virtuaalitodellisuusympäristöä: pelillistettyä, sekä yksinkertaistettua. Molemman pelisession jälkeen osallistujat täyttivät kyselylomakkeen ja osallistuivat lyhyeen haastatteluun. Tulokset analysoitiin monimenetelmä analyysillä, tarkoittaen että tulokset analysoitiin kvantitatiivisesti ja kvalitatiivisesti. Kvantitatiivisessa analyysissä tulokset osoittivat osallistujien kokeneen enemmän sisäistä motivaatiota pelillistetyssä ympäristössä kuin yksinkertaistetussa. Lisäksi koehenkilöt kokivat jokseenkin enemmän motivaation puutetta yksinkertaisessa versiossa ympäristöstä. Kvalitatiivinen analyysi osoitti, että esteettiset elementit sekä pisteiden lasku lisäsivät kiinnostusta ja motivaatiota pelillistettyyn version. Kuitenkin epäselväksi jäi, kuinka paljon yksittäiset elementit vaikuttivat tähän tuntemukseen. Jatkotutkimukset suuremmalla osallistujamäärällä voisivat vahvistaa tämän tutkimuksen löytöjä. Lisäksi olisi mahdollista vertailla eri pelillistämismenetelmiä ja niiden hyötyjä neurologisessa kuntoutuksessa

The Impact of Experiential Augmented Reality Applications on Fashion Purchase Intention

Utilizing the stimulus-organism-response (SOR) model, the purpose of this study is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.Peer reviewe

Partners in Excellence : Evaluation Report

This is the final report on the 'Partners in Excellence' initiative, which was funded by the Scottish government, and aimed at increasing motivation for language learning in the upper secondary school, using a variety of stimulants including the use of new technologies. The evaluation draws together the findings from four previous interim reviews, focussing on student and teacher perceptions of the Partners in Excellence initiative