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Research on User Satisfaction of Gamification Elements in Short Video Applications: A Comprehensive Method Based on Kano Model

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Cross-Cultural Design (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14023))

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Abstract

There are few studies on how to attract and satisfy users, despite the fact that short video attracts users worldwide. Gamification is a popular form of auxiliary design that makes a product more appealing and functional. Existing research on gamification focuses primarily on fundamental research and education. This study divides gamification into three dimensions and classifies gamification elements in short videos to examine the relationship between gamification and user satisfaction. Simultaneously, the questionnaire based on the KANO model (nā€‰=ā€‰221) quantitatively categorizes gamification elements into different quality categories and provides a user satisfaction score to quantify the relationship between gamification elements and user satisfaction, demonstrating that gamification applications with different dimensions have different effects on user satisfaction.

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Author information

Authors and Affiliations

  1. Hunan University, Changsha, 410082, China

    Huiqing Li, Junran Zhang, Qianqian Tang & Weixing Tan

Authors
  1. Huiqing Li
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  2. Junran Zhang
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  4. Weixing Tan
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Corresponding author

Correspondence to Weixing Tan .

Editor information

Editors and Affiliations

  1. Department of Industrial Engineering, Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

Appendices

Appendix 1 Classification of Gamification Elements in Short Videos

Short video application

Gamification dimension

Gamification element

Other terms

Component

Detailed content

Douyin;Xiaohongshu;Kuaishou;Pinduoduo (Duoduo Video)

Building Elements (They are core elements of the gamification concept and are used by system developers and designers as building blocks for implementing information systems)

points

Eperience Points, Loyalty Points, Reputation Points, Scores, Credits, Currencies

Studio;

Video page;

Homepage

Reward gift points; live broadcast points (game live room win or lose quiz); number of likes; number of comments; number of favorites; number of reposts; number of fans; number of plays; visitors

Douyin;

Xiaohongshu

badges

Trophies, Medals, Stamps, Icons

Studio

Rank 1 Badge; Gift Value Badge; Little Sweet Potato (Xiaohongshu user) level

Douyin;

Kuaishou;

Weishi

Feedback

Audible Feedback

video page

Douyin BGM; Big data information collection and feedback (personalized recommendation)

Xiaohongshu;

Douyin

Time pressure

Deadline, Time Banking, Time Limit, Time Constraints

video page

Time-limited activities; Chinese New Year watching Tik Tok swiping red envelopes

Douyin;

Weibo;

Duoduo Video

leaderboard

Ranking, High-Score Tables, Score Boards, Badge Board, Line Chart

Studio;

search page;

Likes and gift rankings; hot search list; hot sale list

Douyin;

Xiaohongshu;

Duoduo Video;

bilibili

Progress bar

Progress, Performance Graph, Performance Stars, Progress Notification

Studio;

video page;

Short Video Homepage

PK bar; video duration progress bar; double speed; watching video withdrawal progress

Douyin;

Kuaishou;

Level

User level, progression

Studio

fandom level;

creator level;

creators

Xiaohongshu;

Douyin;

Kuaishou;

Weishi;

Duoduo Video

task

missions, quests, assignments, goals

Reporting information; event lottery; task activities; check-in

There are rewards for completing certain reporting tasks; task center; creator tasks; event check-in tasks; invitation tasks; red envelopes

Douyin;

Xiaohongshu

virtual goods

Virtual gifts

Studio

virtual gift

Douyin;

Weibo;

Weishi

avatar

Roles;

Virtual Character;

Character;

User Profile

Homepage Video; Homepage Information; Studio; Comment Area

Video page avatar;homepage avatar;live room avatar;comment area avatar

narratives

Meaningful stories

video page

Video interactive narrative communication;

Douyin;Weibo;

Xiaohongshu

reminder

History;progression,time line

 

Year-end summary

Douyin;

Kuaishou;

Xiaohongshu;

bilibili;

Pinduoduo(Duoduo Video);

Weishi

social contact

 

Studio;News page;chat page;

comment area; sharing page;Douyin Zizai dynamics

Interactive chat with the anchor in the live broadcast room; @; new friends; notifications; cartoon stickers on the chat page; exchange views with bloggers/other netizens in the comment area; page sharing; pop-up questions and interactions; user avatars; user dynamic sharing; video/voice chat

Kuaishou;

Duoduo Video

Collection system

Badge System, Point System, List of Medals, Point Grading System

 

watch video credits

Douyin;Kuaishou;Pinduoduo(Duoduo Video);

Dynamics

(Impact of build elements on subjective user experience over time)

Describe how users using gamification concepts experience building elements. This experience depends on how the system developer or designer designs the structural elements according to their different characteristics

Reward

Encourage; motivate; prize; something that rewards someone for doing something

Studio;Duoduo Video

Watch the live broadcast of the game to get live broadcast points; lottery/lucky bag/red envelope; watch the video to get cash

Douyin;

Xiaohongshu

Cooperation

Collaboration, Team, Team Building, (Social Networking Features)

Studio photo page

fan group

cooperative shooting

Douyin;

Kuaishou

Competition

 

Studio

Anchor gift PK

Douyin;

WeChat video number;

Weishi

Challenge

 

Studio

Apply for connection and mic; activity challenge; theme challenge; can receive welfare rewards; encourage users to create original shares

Douyin;

Kuaishou;

Motivational elements

(Describe the user's motivation and/or their emotional response and user reaction to the build)

Social facilitation

 

message page; account page

Join the Douyin community maintainer; report user information. Remind the user to reduce the volume; watch for a long time, remind the user to take a break

Douyin;

Kuaishou;

Xiaohongshu

Ownership

 

personal account

My favorite works; my works; my favorite works

Xiaohongshu;

Douyin;

Achievement

  

Backpack; Creator Hub

self- expression

 

photo page

special effects and props

Douyin

altruism

 

Studio

Reward (for public welfare)

Appendix 2 Questionnaire

Hello! We are graduate students from the School of Design and Art of Hunan University. We are conducting a questionnaire survey on user satisfaction of gamification elements in short video applications. The questionnaire consists of 13 questions and takes about 3 min. Your data will be kept strictly confidential for internal research only.

Explanation:

Short video: refers to video content played on various new media platforms, suitable for watching in mobile state and short-term leisure state, and pushed by high frequency, ranging from a few seconds to a few minutes. Common short video applications are Douyin, Kuaishou, Volcano short video, Tencent Weishi and so on.

If you have used short video applications or browsed short video related content on the Internet, please continue reading.

Gamification is defined as ā€œthe use of game design elements in non-gamified scenariosā€. It is designed to improve user satisfaction, and common gamification elements include challenges, quests, achievements, rewards, leaderboards, and so on.

figure a

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Li, H., Zhang, J., Tang, Q., Tan, W. (2023). Research on User Satisfaction of Gamification Elements in Short Video Applications: A Comprehensive Method Based on Kano Model. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2023. Lecture Notes in Computer Science, vol 14023. Springer, Cham. https://doi.org/10.1007/978-3-031-35939-2_5

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