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A Comparative Study on the Differences in Cultural Attributes of Gamification between Korea and Austria  

Kim, Jongwoo (한국정보화진흥원 기술지원본부)
Kim, Sangwook (충북대학교 경영대학 경영정보학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.23, no.1, 2018 , pp. 109-122 More about this Journal
Abstract
Gamification is receiving much attention from a variety of fields of life as it has tremendous potential to help people get experienced with 'fun' by the elements of game mechanism and thus attract their voluntary participation eventually to reach the state of 'flow'. Some studies examined this process with a focus the relationship between game elements and flow while others regarded the game elements as fun elements and discussed the relationship between fun and flow. However, starting from the fact that the fundamental reason humans play a game is for fun and fun is in turn induced through game elements, our study defines fun as an emotion and uses it a factors are also introduced as control variables for the study on the belief that game elements affecting fun will apparently vary depending on the cultural dimensions. This study confirms that difference exists in correlations between game element, fun, and flow, depending on the different cultural settings. By comparing samples from Korea and Austria, each representing the east and the west respectively, it was found that 'social fun' affects flow and both 'relationship' and 'reward' are in turn affecting social fun in case of Korea. On the other hand, Austrian case reveals that cognitive fun affects flow and game elements affecting cognitive fun are 'story' and 'reward'.
Keywords
Gamification; Game Elements; Fun; Flow; Cultural Differences;
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