Integrating Gamification and Social Interaction into an AR-Based Gamified Point System

Abstract

A loyalty program is an important link between consumers and merchants in daily consumption. While new technologies (e.g. gamification, social networks, augmented reality, and so on) make it possible to strengthen this bond, their potential has not yet been fully exploited. In our research, we explore a novel approach to integrate gamification and social interaction into a loyalty program based on augmented reality (AR). We propose an AR-based gamified point system which supports users in obtaining pet-based dynamic feedback on mobile devices and provides a multi-user environment for social interaction. Compared to traditional point systems, pet-based designs help to establish an emotional connection between users and the system. The multi-user environment is designed to increase the user’s motivation through the positive effects of social interactions. Our system provides interpersonal communication channels between users, including competitive and non-competitive interactions. We performed an evaluation consisting of two experiments to examine the effects of game elements (mission and feedback) and social cues (competitive and non-competitive interactions). In the first experiment, we analyze the change in online shopping behavior before and after adding game elements. The results show that gamification can increase user participation in online shopping. In the second experiment, we study the effects of social cues. The results show that social cues can motivate users to participate in the use of a gamified point system.

A Structural Equation Modelling Analysis of Gamification’s Impact on Purchase Intention

“…The findings clearly imply that user experience must include interaction with other users. According to Liu and Tanaka (2020), a gamified point system motivates users through social cues. With the integration of challenges, points, rewards, and badges, the users compete and interact with each other, thereby increasing their enjoyment and satisfaction.…”

Review on Gamification in e-learning: Effects and Challenges

“…Game dynamics are observed to be the behavioral patterns that are found in-game mechanics (Liu & Tanaka, 2020). Game elements such as points, quests, levels, badges, and leaderboards concerned with the interaction between the concrete game mechanics and the users at a more abstract level are termed as game dynamics.…”

“…For instance, Anatomy classes can be taught as a story with the help of Augmented Reality where the users will get a live experience of the demonstrations. AR gamification can increase the use and adoption of learning management tools, it enhances the learner's engagement and ensures dedicated learning (Liu & Tanaka, 2020). • Levels: The learner might have to finish a set of tasks to level up.…”