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Gamification och online mathandel: ett förslag för att handla mer frukt och grönt.
Kristianstad University, Faculty of Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Gamification and online grocery shopping : a proposal to buy more fruit and vegetables. (English)
Abstract [sv]

Online mathandel är en ständigt växande tjänst i Sverige eftersom fler människor börjar handla sin mat på nätet. Trots det äter svenskarna inte nyttigt då över 51% av befolkningen är överviktiga eller lider av fetma vilket kan leda till allvarliga sjukdomar. Inkluderingen av frukt och grönsaker i den dagliga kosten har visat sig vara det optimala sättet att motverka övervikt och sjukdomar. Sedan år 2010 har termen gamification bildats och inneburit att spelelement har använts inom olika sammanhang utanför spel. Studier har visat att implementeringen av gamification och spelelement som exempelvis poäng, badgesoch leaderboards inom olika tjänster har haft positiva inverkan inom lärande, undervisning och framförallt motivation. Syftet med studien var att undersöka hur gamification kunde motivera människor att handla mer frukt och grönsaker via en online mathandelssida. Studien genomfördes med en high-fidelity prototyp innehållande spelelementen badges, leaderboards, avatarer, poäng, förloppsindikatorer och feedback och testades på sex deltagare som tidigare hade handlat mat på nätet. De kvalitativa metoderna observation och intervju användes för att generera resultatet. Undersökningen resulterade i att deltagarna upplevde ökad motivation för att handla mer frukt och grönsaker och visade att gamification även kunde implementeras inom mathandel på nätet.

Abstract [en]

Online grocery shopping is an ever-growing service in Sweden, as more people are starting to purchase their food online. Despite this, the Swedes do not eat well since over 51% of the population is overweight or obese, which can lead to serious diseases. The inclusion of fruits and vegetables in the daily diet has proven to be the optimal way to counteract obesity and diseases. Since year 2010, the term gamification has been formed and has meant that game elements have been used in different contexts outside of games. Studies have shown that the implementation of gamification and game elements such as points, badges and leaderboards in various services has had a positive impact on learning, teaching and, above all, motivation. The purpose of the study was to investigate how gamification could motivate people to purchase more fruit and vegetables via an online grocery shopping site. The study was conducted with a high-fidelity prototype containing the game elements badges, leaderboards, avatars, points, levels and feedback and was tested on six participants who had previously purchased food online. The qualitative methods of observation and interview were used to generate the result. The study resulted in the participants experiencing increased motivation to purchase more fruit and vegetables and showed that gamification could also be implemented in online grocery shopping services.

Place, publisher, year, edition, pages
2019. , p. 54
Keywords [en]
Gamification, online grocery shopping, game design elements, motivation, fruit, vegetables, informatics
Keywords [sv]
Gamification, online mathandel, spelelement, motivation, frukt, grönsaker, informatik
National Category
Human Computer Interaction Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:hkr:diva-19593OAI: oai:DiVA.org:hkr-19593DiVA, id: diva2:1333152
Subject / course
Informatics
Educational program
Digital design
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-07-05 Created: 2019-06-30 Last updated: 2019-07-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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