Development of a gamification characteristics measurement scale for mobile application users

• Main Authors: Richard D'arc da Silva Brito, Luis Hernan Contreras Pinochet, Evandro Luiz Lopes, Mauri Aparecido de Oliveira
• Format: Article
• Language: English
• Published: Escola Superior de Propaganda e Marketing - ESPM 2018-01-01
• Series: Internext: Revista Eletrônica de Negócios Internacionais
• Subjects: gamificação; desenvolvimento de escala; modelagem de equações estruturais
• Online Access: https://internext.espm.br/internext/article/view/402

The objective of this article is to present the development of a gamification characteristics measurement scale for mobile application users. The developed model was inspired by the framework called Octalysis created by Yu-kai Chou. Defined a preliminary version of the scale, it was necessary to carry out the face validation procedure conducted with 12 judges. After this initial phase, the purification of the scale was chained, via calculation of the reliability, and the application of the model from a pre-test conducted with 30 respondents. The next step was to implement a survey that was attended by 452 respondents from all over the country. The quantitative research approach followed an exploratory descriptive phase and another subsidized by the application of Structural Equation Modeling. As a result, the judges confirmed 6 of the 8 proposed constructs of the original model, and through analyzes carried out along with the sample of mobile application users, it was possible to verify that these 6 confirmed constructs confirmed the statistical significance of the scale developed. Therefore, the model proposed in this study is consistent and can be applied in future research.