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Personality and games: enhancing online surveys through gamification

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Abstract

In this research, we evaluate the moderating role of personality on enjoyment and attention associated with a gamified data collection instrument, and the attractiveness of a surveying organization. In an online experiment, we compare a gamified survey with a traditional survey. The results suggest that gamified surveys are more enjoyable and users are more attentive when filling out gamified surveys. Specific personality traits moderate the effect of attention and enjoyment related to gamification, and the enjoyment associated with gamification increases the attractiveness of a surveying organization. These findings have theoretical and practical implications to improve the design of existing online surveys.

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Authors and Affiliations

  1. Department of Computer Information Systems, School of Business, Quinnipiac University, 275 Mt Carmel Ave., Hamden, CT, 06518, USA

    Tamilla Triantoro & Guido Lang

  2. Information Systems and Management, Warwick Business School, The University of Warwick, Coventry, CV4 7AL, UK

    Ram Gopal

  3. Paul H. Chook Department of Information Systems & Statistics, Zicklin School of Business, Baruch College. CUNY, One Bernard Baruch Way, New York, NY, 10010, USA

    Raquel Benbunan-Fich

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  1. Tamilla Triantoro
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  2. Ram Gopal
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  4. Guido Lang
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Correspondence to Tamilla Triantoro.

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Triantoro, T., Gopal, R., Benbunan-Fich, R. et al. Personality and games: enhancing online surveys through gamification. Inf Technol Manag 21, 169–178 (2020). https://doi.org/10.1007/s10799-020-00314-4

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