Does behaviour match user typologies? An exploratory cluster analysis of behavioural data from a gamified fitness platform
Mila Bujić; Jonna Koivisto; Juho Hamari (Hrsg). Proceedings of the 6th International GamiFIN Conference: Tampere, Finland, April 26-29, 2022; online conference. Aachen: CEUR/RWTH 2022 S. 105 - 114
Erscheinungsjahr: 2022
ISBN/ISSN: 1613-0073
Publikationstyp: Diverses (Konferenzbeitrag)
Sprache: Englisch
Inhaltszusammenfassung
A promising solution to increase user engagement in gamified applications is tailored gamification design. However, current personalisation relies primarily on user types identified through self-reporting rather than actual behaviour. As a novel approach, the present study used an exploratory machine learning analysis to identify seven clusters of users in a gamified fitness application based on their behavioural data (N = 19,576). The clusters were then conceptually compared to common user t...A promising solution to increase user engagement in gamified applications is tailored gamification design. However, current personalisation relies primarily on user types identified through self-reporting rather than actual behaviour. As a novel approach, the present study used an exploratory machine learning analysis to identify seven clusters of users in a gamified fitness application based on their behavioural data (N = 19,576). The clusters were then conceptually compared to common user typologies in gamification, identifying possible relationships between behavioural user clusters and user types motivated by achievement, sociability, and extrinsic incentives. The findings shed light on nuanced behaviour patterns of user types in the fitness context and how knowing these patterns can inform the way in which tailored gamification could be implemented to meet the needs of specific types. Thereby, they contribute to the discussion on utilising behavioural data and user typologies for tailored gamification design. » weiterlesen» einklappen