GAMIFIKACIJA U DIGITALNIM APLIKACIJAMA ZA ODRŽIVU MOBILNOST, POTICANJE ANGAŽMANA I DUGOTRAJNOG KORIŠTENJA / GAMIFICATION IN DIGITAL APPLICATIONS FOR SUSTAINABLE MOBILITY PROMOTING USER ENGAGEMENT AND LONG-TERM USE

Abstract

This study deals with the analysis of the concept of gamification and its application in digital applications, with a special focus on its impact on users. In the paper, gamification will be explained as a strategy that integrates entertaining and comprehensive game elements into non-game contexts in order to improve engagement and motivate certain consumer and user behavior. The process of applying gamification in environments that are not intended for play will be presented, thereby improving user experience and increasing the likelihood that the purpose of the product will be fulfilled. Gamification helps create a habit of returning to the application; in other words, users have a game experience even though they are not playing a game. The psychological effect of gamification is mainly focused on motivation, enjoyment, and attitude. It can improve user experience, increase user engagement, and increase purchase frequency. The paper analyzes the application of gamification in various fields, such as education, marketing, and healthcare. The empirical part of the paper includes research aimed at examining users’ attitudes towards the application of gamification, their motivational factors for using such applications, as well as the frequency of their use.