Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction

Abstract

Abstract Gamification is increasingly used as an essential part of today’s services, software and systems to engage and motivate users, as well as to spark further behaviors. A core assumption is that gamification should be able to increase the ability of a system or a service to satisfy intrinsic needs, and thereby the autotelicy of use as well as consequent change in beneficial behaviors. However, beyond these optimistic expectations, there is a dearth of empirical evidence on how different gamification features satisfy different dimensions intrinsic needs. Therefore, in this study we investigate the relationships between the user (N = 824) interactions with gamification features (immersion, achievement and social -related features) and intrinsic need satisfaction (autonomy, competence and relatedness needs) in Xiaomi and Huawei online gamified communities that represent two large technology product-related online brand communities in China through a survey-based study. The results indicate that immersion-related gamification features were only positively associated with autonomy need satisfaction. Achievement-related features were not only positively associated with all kinds of need satisfaction, but also the strongest predictor of both autonomy and competence need satisfaction. Social-related gamification features, were positively associated with autonomy, competence and relatedness need satisfaction. The results imply that gamification can have a substantially positive effect on intrinsic need satisfaction for services users.