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Gamification för hållbara transportval
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Gamification for sustainable transportation choices (English)
Abstract [sv]

Den svenska privata transportsektorn drivs idag mestadels på fossila bränslen vilka bidrar till stora utsläpp av växthusgaser i atmosfären. För att minska dessa utsläpp måste människor minska på sina resor alterantivt ändra resebeteenden. Detta betyder att människor måste ändra sina beteenden vilket enklast görs genom att hitta de motivationsaspekter som driver den att göra vissa val. I den här studien undersöks hur man genom att designa för gamification kan motivera användare att förändra sina beteenden och därmed bidra till en bättre framtid.

Projektet inleddes med en bred informationsinsamling kring gamification, beteende och motivation. För att undersöka hur teorier och metoder avspeglas i verkligheten genomfördes kvalitativa och kvantitativa undersökningar. Avslutningsvis genomfördes en observation med användartester av en prototyp för att testa den digitala artefakt som tagits fram för projektets ändamål.

Resultatet av studien visade att gamification kan motivera användaren genom belöningar mot de subjektiva värdena. Gamification kan ensamt inte vara den absoluta lösningen för ökad motivation, utan måste i första hand påverka individens egenintresse. Det är svårt att generalisera hur ett designförslag inom gamificationområdet kan utformas då undersökningen inte är tillräckligt stor för att dra slutsatser, men i resultatet presenteras ett nytt förhållningssätt till design genom en nionde punkt till metoden Octalysis samt hur en möjlig tjänst kan se ut med hänsyn till detta.

Abstract [en]

The Swedish private transport sector is mostly fueled by fossil fuels, which contribute to large emissions of greenhouse gases in the atmosphere. In order to reduce these emissions, people must reduce their travel behavior alternatively by changing their travel behavior. This means that people have to change their behavior which is most easily done by finding the motivational aspects that drive it to make certain choices. This study explores how designing for gamification can motivate users to change their behaviors and thus contribute to a better future. The project started with a broad collection of information about gamification, behavior and motivation. To investigate how theories and methods are reflected upon in reality, qualitative and quantitative studies were conducted. Finally, an observation was conducted with user tests of a prototype to test the digital artifact developed for the purpose of the project. The results of the study showed that gamification can motivate the user by rewarding the subjective values. Gamification alone cannot be the absolute solution for increased motivation, but must primarily affect the individual's self-interest. It is difficult to generalize how a possible designsuggestion within the field of gamification can be made due to the insufficient size of out study, but the result presents a new approach to design through a ninth point to the Octalysis method and how a possible service can be designed.

Place, publisher, year, edition, pages
2020.
Keywords [en]
Climate, transport, motivation, behavior, design, gamification
Keywords [sv]
Klimat, transport, motivation, beteende, design, gamification
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:hkr:diva-20819OAI: oai:DiVA.org:hkr-20819DiVA, id: diva2:1449458
Educational program
Digital design
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2020-06-30 Created: 2020-06-30 Last updated: 2020-06-30Bibliographically approved

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CiteExportLink to record
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Citation style
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