University of Oulu

The influences of gamification on user experience in the healthcare sector

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Author: Hoang, Nu1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.2 MB)
Pages: 107
Persistent link:
Language: English
Published: Oulu : N. Hoang, 2019
Publish Date: 2019-06-12
Thesis type: Master's thesis
Tutor: Ahokangas, Petri
Pikkarainen, Minna
Reviewer: Koivumäki, Timo
Ahokangas, Petri


Gamification is a considerably emerging trend focusing on the application of game mechanics to a nongame context. The objective of gamification implication in serious settings is to form the positive outcomes from the patients. While education and business have been taken advantages of gamification, the digital health domain just started the journey with this prevailing trend. That is why, there is an increasing demand for scientific research on the gamification in healthcare, especially the user experience under the gamified healthcare solution from the company perspective. With this inspiration, the study is conducted aiming at exploring the user experience under the impact of gamification in the healthcare context.

Study indicates that it is the affordances, which are also known as game elements that stimulate various psychological and behavioural experience for the users. The combination of the achievement-oriented, social-oriented and immersion-oriented affordances in the gamified healthcare solution triggers the various psychological and behavioural experience. These experiences are examined under three perspectives which are stimulation, interaction and sense-making. Through the stimulation lens, the psychological experiences are favourably formed and dominant the behavioural experience. While, the interaction lens indicates the dominance of the behavioural experience, especially the performance-related outcomes. The sense-making view shows the actor-related behavioural experience outweighs of the other outcomes.

The exploratory qualitative research and the semi-structured interviews are utilised to investigate the game affordances in the gamified solutions and the user experience from the gamified solution providers angles.

The study expectedly contributes to the literature’ body of gamification by confirming the conceptualisation of the gamification and the formation of the user experience. The empirical implications are for the gamified healthcare solution design regarding the affordance combination and the utilisation of the insights from both patients and game players.

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