Abstract
In the field of Gamification, much work has been devoted to designing gamified software using game design elements. However, there is presently insufficient research on designing gamified software investigating both entertainment and utilitarian elements [1]. Also, there are many ambiguous uses of this technology and technical difficulties, because of the limited documentation of Gamification data usage in the industry [2]. This study is inspired by the revised lexical approach [3] to investigate Gamification framework by analyzing large-scale online SMAs' reviews. It includes the following major steps: (1) Collecting and downloading a large body of online reviews; (2) Employing Basic Natural Language Processing techniques to build a dictionary of Gamification descriptive adjectives; (3) Extracting users ratings of adjectives; (4) Conducting factor analyses to identify Gamification traits based on adjectives; (5) Conducting card sorting technique to further simplify the complex factor structure discovered in the factor analysis. This study demonstrates a new perspective to conduct research in the intersection of Game Studies and HCI (entertainment and utilitarian aspects). Gamification traits are identified for creating design guidelines and evaluating Gamification.