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

Abstract 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-…