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Gamification: Gamified Elements’ Impact on Online Trust

Hall, David LU and Toke, Zsofia (2018) INFM10 20181
Department of Informatics
Abstract
The purpose of this study is to investigate the effects of gamification on online trust, testing the impact through the use of an e-commerce website, Ebay. The objective of the paper is to discover how a certain type of visual design element implemented on websites impacts users’ extent of online trust. Specifically, this thesis focuses on the use of gamified elements as a website design tool to increase users’ trust in a website, which is analyzed by being broken down into different constructs and dimensions. The empirical part of this study was conducted through survey research and the data were collected through a structured question survey, which was distributed through several different channels to obtain an optimal number of... (More)
The purpose of this study is to investigate the effects of gamification on online trust, testing the impact through the use of an e-commerce website, Ebay. The objective of the paper is to discover how a certain type of visual design element implemented on websites impacts users’ extent of online trust. Specifically, this thesis focuses on the use of gamified elements as a website design tool to increase users’ trust in a website, which is analyzed by being broken down into different constructs and dimensions. The empirical part of this study was conducted through survey research and the data were collected through a structured question survey, which was distributed through several different channels to obtain an optimal number of participants. For the analysis, an online trust model was used, that was created based on a trust model designed by other researchers. On the basis of the results of this research, it can be concluded that the use of gamified elements does have an impact on online trust, in fact, it positively affects it in several ways, according to several dimensions. Therefore, this study indicates that gamified elements implemented on websites have the potential to enhance users’ confidence in an online seller. (Less)
Please use this url to cite or link to this publication:
author
Hall, David LU and Toke, Zsofia
supervisor
organization
course
INFM10 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Gamification, online trust, gamified elements, trusting beliefs, trusting intentions
report number
INF18-005
language
English
id
8948448
date added to LUP
2018-06-18 14:56:29
date last changed
2018-06-18 14:56:29
@misc{8948448,
  abstract     = {{The purpose of this study is to investigate the effects of gamification on online trust, testing the impact through the use of an e-commerce website, Ebay. The objective of the paper is to discover how a certain type of visual design element implemented on websites impacts users’ extent of online trust. Specifically, this thesis focuses on the use of gamified elements as a website design tool to increase users’ trust in a website, which is analyzed by being broken down into different constructs and dimensions. The empirical part of this study was conducted through survey research and the data were collected through a structured question survey, which was distributed through several different channels to obtain an optimal number of participants. For the analysis, an online trust model was used, that was created based on a trust model designed by other researchers. On the basis of the results of this research, it can be concluded that the use of gamified elements does have an impact on online trust, in fact, it positively affects it in several ways, according to several dimensions. Therefore, this study indicates that gamified elements implemented on websites have the potential to enhance users’ confidence in an online seller.}},
  author       = {{Hall, David and Toke, Zsofia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Gamification: Gamified Elements’ Impact on Online Trust}},
  year         = {{2018}},
}