Social motivations to use gamification: An empirical study of gamifying exercise

Juho Hamari, Jonna Koivisto

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientific


This paper investigates how social factors predict attitude towards gamification and intention to continue using gamified services, as well as intention to recommend gamified services to others. The paper employs structural equation modelling for analyses of data (n=107) gathered through a survey that was conducted among users of one of the world's largest gamification applications for physical exercise called Fitocracy. The results indicate that social factors are strong predictors for attitudes and use intentions towards gamified services.

Original languageEnglish
Title of host publicationECIS 2013 - Proceedings of the 21st European Conference on Information Systems
PublisherAssociation for Information Systems
Publication statusPublished - 2013
MoE publication typeB3 Non-refereed article in conference proceedings
EventEuropean Conference on Information Systems - Utrecht, Netherlands
Duration: 6 Jun 20138 Jun 2013
Conference number: 21


ConferenceEuropean Conference on Information Systems
Abbreviated titleECIS


  • Exergames
  • Facebook
  • Fitocracy
  • Gamification
  • Network exposure
  • Persuasive technology
  • Reciprocity
  • Recognition
  • Social influence
  • Social networking service
  • Word-of-mouth

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