The Agony of Choice – Analyzing User Preferences Regarding Gamification Elements in Learning Management Systems

Schöbel.S. ; Söllner, M. & Leimeister, J. M. (2016): The Agony of Choice – Analyzing User Preferences regarding Gamification Elements in Learning Management Systems. In: International Conference on Information Systems (ICIS), Dublin, Ireland.

22 Pages Posted: 27 Apr 2018

See all articles by Sofia Schöbel

Sofia Schöbel

University of Kassel

Matthias Söllner

University of Kassel - Information Systems; University of St. Gallen - Institute of Information Management

J. M. Leimeister

University of St. Gallen; University of Kassel - Information Systems

Date Written: December 11, 2016

Abstract

Gamification is an approach to motivate users of information systems by implementing game elements. Despite its potentials, the use of gamification in practice has also received criticism because most gamification elements are integrated into systems without considering the preferences of the respective users and without considering contextual aspects. Hence, we aim at identifying which elements users of learning management systems prefer. Furthermore, we want to identify their preferences regarding the amount and combination of gamification elements. To identify user preferences, we conducted a discrete choice task among learning management system users following the best-worst scaling method. Our results show that users prefer a bundle of four gamification elements: level, goals, status, and points. This is especially interesting since popular elements, such as a leaderboard or badges, are not most preferred. This highlights the need to consider user preferences and contextual aspects to ensure a successful implementation of gamification elements.

Keywords: Gamification, Gamification Bundles, User Preferences, Learning Management Systems, Best-Worst Scaling

Suggested Citation

Schöbel, Sofia and Söllner, Matthias and Leimeister, Jan Marco, The Agony of Choice – Analyzing User Preferences Regarding Gamification Elements in Learning Management Systems (December 11, 2016). Schöbel.S. ; Söllner, M. & Leimeister, J. M. (2016): The Agony of Choice – Analyzing User Preferences regarding Gamification Elements in Learning Management Systems. In: International Conference on Information Systems (ICIS), Dublin, Ireland. , Available at SSRN: https://ssrn.com/abstract=3159163 or http://dx.doi.org/10.2139/ssrn.3159163

Sofia Schöbel

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Matthias Söllner

University of Kassel - Information Systems ( email )

Pfannkuchstraße 1
Kassel, 34121
Germany

University of St. Gallen - Institute of Information Management

Müller-Friedberg-Str. 8
St. Gallen, 9000
Switzerland

Jan Marco Leimeister (Contact Author)

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

University of Kassel - Information Systems ( email )

Pfannkuchstraße 1
Kassel, 34121
Germany

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