Rethinking Gamification Failure: A Model and Investigation of Gamified System Maladaptive Behaviors

Despite the increasing interest in gamified systems and excitement about their potential positive impact on user engagement, a few studies have started to note gamification failures, which can result from user maladaptive behaviors, or behaviors directed at misappropriating gamified systems. In this research, we examine how such maladaptive behaviors can result from design issues of gamified systems and how such behaviors impact task performance. To date, little is known about design issues which may drive users to maladapt, and why they maladapt gamified systems. We systematically conceptualize gamified system maladaptive behaviors (GSMB) as having two dimensions: technology maladaptation and gamified task maladaptation. Based on goal-setting theory and self-determination theory, we develop a research model of GSMB. The model depicts three drivers of GSMB: game-task goals misalignment, game-task complexity, and gamification structure injustice, and how they fulfill or frustrate psychological innate needs (i.e., needs for autonomy, competence, and relatedness), which in turn drive GSMB. We conducted two studies using different contexts. We tested the model with Study 1 empirically examining users of a gamified system, Pocket Points. With Study 2, we employed a within-subject experiment. By manipulating the design issues, we assessed the fulfillment of psychological needs induced by the gamified system. The results largely support our conceptualization of GSMB and the research model, highlighting the design issues as the main drivers of GSMB, and that the greater the GSMB, the greater the negative impact on task performance. Findings from this research have implications for both information systems research and gamification practices.