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Journal: International Journal of Management (IJM) (Vol.11, No. 10)

Publication Date:

Authors : ;

Page : 738-748

Keywords : Gamification; Human Behaviour; Motivation; Business; ANOVA; Logistic Regression;

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The primary objective of Gamification, which is the implementation of having a blueprint of a game containing elements within non-gaming factors, is to influence human behavior into performing a desired business outcome. Our research is conducted in two parts; the first is to establish that gamification alters human behavior through intrinsic motivation, and subsequently we have carried forward our research into a possible business application. Our results show that game design elements can drive business outcomes, app downloads, referrals, for online cab aggregators. We have used statistical tools like R Studio and SPSS, applying ANOVA test and Logistic Regression via primary research through questionnaires. Our findings support the main hypothesis that Gamification can influence human behavior and thus drive positive business outcomes

Last modified: 2021-02-01 17:26:57