Individualizing gamified systems: The role of trait competitiveness and leaderboard design

The success of gamified systems depends on how user characteristics and behavior interact with system design. Prior research, however, has largely neglected this user-system interaction, thus limiting our understanding of gamification design. To addresses this limitation in the current literature, we investigate how users' trait competitiveness is related to the usage intention of a competitive gamified system. Based on our theoretical model, we hypothesize and test both direct and indirect effects (through perceived enjoyment), as well as whether and how system design moderates the effects of trait competitiveness. Results from structural equation modeling demonstrate an indirect-only mediated relationship between trait competitiveness and usage intention through perceived enjoyment. Moreover, we show evidence, that this mediated relationship interacts with system design, such that the relationship is strengthened when a team-based vs. a player-based leaderboard is employed. Our findings show the importance of designing gamified systems that provide appropriate user-system fit.