مطالعات رفتار سازمانی

مطالعات رفتار سازمانی

نظریه‌های شخصیت و بازی‌وارسازی: فراروش و فرانظریه

نوع مقاله : مقاله پژوهشی

نویسندگان
1 کارشناسی ارشد دانشکده علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران
2 استادیار گروه مدیریت کسب و کار، دانشکده علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران
10.22034/obs.2025.2039284.3456
چکیده
بازی‌وارسازی به‌عنوان یک راهبرد مؤثر، با استفاده از عناصر بازی در محیط‌های غیربازی و جدی، توانسته است توجه بسیاری از حوزه‌ها را به خود جلب کند. این رویکرد نه‌تنها مشارکت و تعامل کاربران را افزایش می‌دهد، بلکه با ایجاد انگیزه درونی و بیرونی، به بهبود، تعامل، عملکرد و یادگیری در زمینه‌های مختلف منجر می‌شود. یکی از عوامل کلیدی‌که اثربخشی اقدامات ‌بازی‌وارسازی‌شده را تحت تأثیر قرار می‌دهد، ویژگی‌های شخصیتی کاربران است. پژوهش‌های پراکنده‌ای در‌این‌خصوص صورت گرفته است. هدف این پژوهش، بررسی جایگاه نظریه‌های شخصیت در مطالعات این حوزه است. در این پژوهش با یک رویکرد مرور نظام‌مند به بررسی مقالات موجود در پایگاه‌های داده وب‌آف ساینس و اسکوپوس پرداخته و انواع نظریه‌ها و تیپ‌های شخصیتی در این حوزه را مورد بررسی قرار می‌دهد. با بررسی 3282 مقاله و حذف مقالات غیرمرتبط، 96 مقاله مورد استفاده قرارگرفت. نتایج، نشان‌ داد که پرکاربردترین نظریه در بازی‌وارسازی نظریه هکساد است. همچنین روش تحقیق کمی، بیشترین استفاده را میان روش‌تحقیق‌های موجود داشت و حوزه‌هایی که بیشترین فراوانی را در بازی‌وارسازی شخصی‌سازی‌شده داشت، به‌ترتیب‌ صنایع کامپیوتر، آموزش و بازاریابی بودند. در این مطالعه، با بررسی نظام‌مند نظریه‌های شخصیت، جایگاه تفاوت‌های فردی کاربران را در طراحی سامانه‌های بازی‌وارسازی‌شده تبیین می‌کند. توجه به این تفاوت‌ها نه‌تنها به شخصی‌سازی تجربه کاربران منجر می‌شود، بلکه اثربخشی بازی‌وارسازی را در حوزه‌های مختلف ازجمله آموزش، سلامت و بازاریابی افزایش می‌دهد. ازاین‌رو، این پژوهش گامی نوین درجهت بهینه‌سازی تعامل انسان با فناوری ازطریق درک عمیق‌تر از شخصیت افراد محسوب می‌شود.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Personality Theories and Gamification: Meta-approach and Meta-theory

نویسندگان English

Samane Zohreh 1
Esmaeil Mazroui Nasrabadi 2
Zahra Sadeqi-Arani 2
1 Master graduate, Department of business administration, Faculty of Financial Science, Management and Entrepreneurship, University of Kashan, Kashan, Iran
2 Assistant Professor, Department of business administration, Faculty of Financial Science, Management and Entrepreneurship, University of Kashan, Kashan, Iran
چکیده English

Gamification, as an effective strategy, utilizes game elements in non-game and serious environments, attracting attention across various fields. This approach not only enhances user participation and engagement but also improves interaction, performance, and learning by fostering both intrinsic and extrinsic motivation. One of the key factors influencing the effectiveness of gamified interventions is the personality traits of users. Scattered research has been conducted on this topic. The objective of this study is to examine the role of personality theories in studies within this domain. This research employs a systematic review approach to analyze articles from the Web of Science and Scopus databases, exploring different personality theories and personality types in this field. After reviewing 3,282 articles and excluding irrelevant ones, 96 articles were selected for analysis. The results indicated that the most commonly used theory in gamification is the Hexad theory. Additionally, quantitative research methods were the most frequently employed among the available research methods. The fields with the highest prevalence of personalized gamification applications were, in order, the computer industry, education, and marketing. This study systematically examines personality theories to explain the role of individual differences in designing gamified systems. Recognizing these differences not only leads to the personalization of user experiences but also enhances the effectiveness of gamification in various domains, including education, healthcare, and marketing. Therefore, this research represents a novel step toward optimizing human-technology interaction through a deeper understanding of individual personalities.

کلیدواژه‌ها English

Gamification
Personality Theory
Personalized Gamification
Personality Types
منابع
رازمند، مریم؛ ضرغامی فرد، مژگان؛ و بهبودی، محمدرضا (1402)، فرامطالعه پژوهش‌های فصلنامه مطالعات رفتار سازمانی، مطالعات رفتار سازمانی، دوره دوازدهم، شماره اول: 65 ـ 100.
رضاقلی‌زاده، ریحانه؛ صادقی آرانی، زهرا و مزروعی نصرآبادی، اسماعیل  (1403)، تحلیل شکاف اجرایی ـ ادراکی عناصر بازی‌وارسازی در محتوای پیام‌های تبلیغاتی (موردمطالعه: شبکۀ اجتماعی و اپلیکیشن اختصاصی تاکسی اینترتی تپسی)، بررسی‌های مدیریت رسانه، 3 (2): 231 ـ 259.
doi: 10.22059/mmr.2024.379826.1093
شفیعی، زاهده؛ پورکیانی، مسعود و  امیری، افلاطون (1395)، بررسی ارتباط انواع شخصیتهای آناگرام با نظریه‌های انگیزش، مطالعات رفتار سازمانی، دوره پنجم، شماره چهارم: 151 ـ 182.
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