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Erschienen in:
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2017 | OriginalPaper | Buchkapitel

Investigation of Social Predictors of Competitive Behavior in Persuasive Technology

verfasst von : Kiemute Oyibo, Julita Vassileva

Erschienen in: Persuasive Technology: Development and Implementation of Personalized Technologies to Change Attitudes and Behaviors

Verlag: Springer International Publishing

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Abstract

Research has shown that Competition is one of the most powerful persuasive strategies to intrinsically motivate users in a social context towards performing a target behavior. However, in persuasive technology research, studies showing the predictors of the “persuasiveness of Competition” as a motivational strategy are scarce. Consequently, based on a sample size of 213 Canadians, we tested a model using three socially influential strategies (Social Learning, Social Comparison and Reward) as predictors of Competition. Our model accounts for 42% of the variation in Competition and reveals that Reward is the strongest predictor of Competition, followed by Social Comparison, but Social Learning is not a predictor. Moreover, it reveals that Social Comparison mediates the influence of Reward on Social Learning and Competition. Our findings provide designers of persuasive applications with insight into the possibility of implementing Reward, Social Comparison and Competition as effective co-strategies for stimulating user engagement in gamified applications.

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Vorheriges Kapitel Strategies and Design Principles to Minimize Negative Side-Effects of Digital Motivation on Teamwork
Nächstes Kapitel Perceived Effectiveness, Credibility and Continuance Intention in E-commerce: A Study of Amazon
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Metadaten
Titel
Investigation of Social Predictors of Competitive Behavior in Persuasive Technology
verfasst von
Kiemute Oyibo
Julita Vassileva
Copyright-Jahr
2017
Buch
Persuasive Technology: Development and Implementation of Personalized Technologies to Change Attitudes and Behaviors

Print ISBN: 978-3-319-55133-3

Electronic ISBN: 978-3-319-55134-0

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-55134-0_22

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