옥탈리시스(Octalysis) 프레임워크 기반 피트니스 앱에서의 게이미피케이션 활용에 관한 연구

Abstract

In recent years, the health sector has been receiving attention due to the COVID-19 incident, and more and more people use fitness apps to maintain their health. At the same time, users are increasingly demanding the service experience of fitness apps. Some applications make their products more attractive by designing gamification elements, However, there are not many products that use gamification design rationally. In this study, in order to understand whether Korean fitness app developers reasonably use the concept of gamification for product design. Firstly, through prior research and related literature investigated which Octalysis behavior analysis method of gamification theory, and then uses the eight elements in the Octalysis framework as the benchmark for case analysis. Link all gamification design elements of the selected fitness application with the 8 core drives in the Octalysis framework for evaluation. From the research conclusion, most applications focus on the left brain core drive (extrinsic motivation), and use extrinsic rewards such as badges, points, reading boards, to make the application more interesting and thus attract users. In addition, most applications focus on white hat gamification and ignore black hat gamification. In view of the above problems, combined with the self-determination theory, a reasonable solution is proposed. Through researches in the article, it would be provided effective help and reference for improvement of fitness applications.