Dwijaputra, Junialdi (2026) Development of an Integrated Gamified Software Model Linking Gamification Design, Player Personas, Theory of Planned Behavior, and E-Commerce Business Objectives. Doctoral thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Adopsi gamifikasi yang pesat dalam perdagangan digital telah menciptakan peluang strategis sekaligus tantangan metodologis bagi tim pengembang perangkat lunak. Namun, penelitian yang ada masih terfragmentasi di antara desain permainan, teori perilaku, dan pengukuran kinerja bisnis. Disertasi ini mengusulkan dan memvalidasi secara empiris sebuah pendekatan dua tahap yang saling melengkapi untuk menghubungkan elemen desain gamifikasi, segmentasi player persona (tipologi HEXAD dan Casual–Hardcore Gamer), Teori Perilaku Terencana (Theory of Planned Behavior/TPB), serta tujuan bisnis e-commerce yang terukur melalui dua model struktural komplementer. Penelitian ini dikembangkan melalui empat tahap yang saling melengkapi. Pertama, analisis post-mortem kualitatif mengidentifikasi tantangan utama dalam proyek gamifikasi, mengungkap permasalahan berulang dalam rekayasa kebutuhan, standardisasi dokumentasi, pengendalian lingkup, feature creep, komunikasi lintas tim, serta risiko ketergantungan teknis. Berbeda dengan pengembangan permainan hiburan konvensional, proyek gamifikasi menunjukkan kerentanan yang lebih tinggi terhadap ketidakjelasan penyelarasan KPI dan ambiguitas tujuan bisnis. Kedua, dengan menggunakan pendekatan Design Science Research (DSR), penelitian ini mengembangkan dan memvalidasi sebuah Software Gamification Design Canvas yang mengintegrasikan prinsip-prinsip design thinking dan rekayasa kebutuhan. Validasi ahli mengkonfirmasi pengelompokan mekanika gamifikasi ke dalam tiga kluster berbasis bisnis, yaitu: mekanika akuisisi (acquisition mechanics), mekanika keterlibatan (engagement mechanics), dan iv mekanika pendapatan (purchase mechanics). Kluster pendapatan (purchase) di sisi desain ini diukur secara empiris sebagai konstruk Purchase pada model struktural. Ketiga, penelitian ini menguji secara empiris pengaruh desain gamifikasi terhadap tujuan bisnis e-commerce menggunakan PLS-SEM pada pengguna mobile commerce. Hasil penelitian menunjukkan bahwa gamifikasi secara signifikan meningkatkan user engagement, perceived value, behavioral intention, purchase intention, serta intention to recommend. Namun demikian, dampak langsungnya terhadap repurchase intention terbukti lebih lemah, yang mengindikasikan bahwa gamifikasi terutama mendorong acquisition dan engagement, bukan retensi jangka panjang tanpa strategi komplementer. Keempat, analisis multi-kelompok mengungkap perbedaan struktural yang signifikan antar tipe pemain. Pengguna hardcore merespons lebih kuat terhadap mekanika berbasis challenge dan achievement, sementara pengguna casual lebih dipengaruhi oleh enjoyment, usability, dan hedonic value. Segmentasi berbasis HEXAD lebih lanjut menunjukkan motivational pathways yang berbeda, yang mengkonfirmasi bahwa efektivitas gamifikasi bergantung pada kesesuaian dengan persona pengguna. Secara keseluruhan, pendekatan dua tahap yang diusulkan menjembatani fragmentasi antara desain permainan, teori perilaku, dan pengukuran kinerja bisnis yang menjadi permasalahan awal penelitian ini. Temuan penelitian ini memperluas Teori Perilaku Terencana dengan menempatkan desain gamifikasi sebagai anteseden terhadap sikap (attitude), kontrol perilaku yang dipersepsikan (perceived behavioral control), dan niat (intention) dalam konteks e-commerce. Penelitian ini memberikan kontribusi teoritis dengan menyatukan teori perilaku, tipologi pemain dua lapis, dan pemodelan kebutuhan perangkat lunak melalui pendekatan dua tahap yang saling melengkapi. Secara praktis, penelitian ini menawarkan sebuah model pengembangan gamifikasi yang telah divalidasi untuk menyelaraskan pemilihan mekanika dengan tujuan bisnis strategis, sehingga mengurangi inefisiensi pengembangan sekaligus memaksimalkan hasil perdagangan digital yang terukur.
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The rapid adoption of gamification in digital commerce has created both strategic opportunities and methodological challenges for software development teams. However, existing research remains fragmented across game design, behavioral theory, and business performance measurement. This dissertation proposes and empirically validates a complementary two-phase approach that links gamification design elements, player persona segmentation (HEXAD and Casual– Hardcore Gamer typology), the Theory of Planned Behavior (TPB), and measurable e-commerce business objectives through two complementary structural models. The study is developed through four complementary stages. First, a qualitative post-mortem analysis identifies key challenges in gamification projects, revealing recurring issues in requirements engineering, documentation standardization, scope control, feature creep, cross-team communication, and technical dependency risks. Unlike traditional entertainment game development, gamification projects demonstrate higher vulnerability to unclear KPI alignment and business-objective ambiguity. Second, using a Design Science Research (DSR) approach, this study develops and validates a Software Gamification Design Canvas integrating design thinking and requirements engineering principles. Expert validation confirms the categorization of gamification mechanics into three business-driven clusters: acquisition mechanics, engagement mechanics, and purchase mechanics. Here the purchase cluster denotes the design-side mechanics, whose empirical counterpart in the structural models is the Purchase construct. vi Third, the study empirically tests the influence of gamification design on ecommerce business objectives using PLS-SEM with mobile commerce users. Results indicate that gamification significantly enhances user engagement, perceived value, behavioral intention, purchase intention, and intention to recommend. However, its direct impact on repurchase intention is weaker, suggesting that gamification primarily drives acquisition and engagement rather than long-term retention without complementary strategies. Fourth, multi-group analysis reveals significant structural differences across player types. Hardcore users respond more strongly to challenge- and achievementbased mechanics, while casual users are more influenced by enjoyment, usability, and hedonic value. HEXAD-based segmentation further demonstrates differentiated motivational pathways, confirming that gamification effectiveness depends on persona alignment. Taken together, the proposed two-phase approach bridges the fragmentation across game design, behavioral theory, and business performance measurement identified at the outset. The findings extend the Theory of Planned Behavior by embedding gamification design as an antecedent to attitude, perceived behavioral control, and intention within e-commerce contexts. This research contributes theoretically by bringing together behavioral theory, dual-layer player typologies, and software requirement modeling through a complementary two-phase analytical approach. Practically, it offers a validated gamification development model that aligns mechanics selection with strategic business objectives, reducing development inefficiencies while maximizing measurable digital commerce outcomes.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | business objectives, Casual-Hardcore Gamer (CHG), e-commerce, gamification, HEXAD, PLS-SEM, software development model, Theory of Planned Behavio |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure > GV1469.2 Computer games H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 66105-Doctor of Technology Management (DMT) |
| Depositing User: | Junialdi Dwijaputra |
| Date Deposited: | 28 Jul 2026 15:12 |
| Last Modified: | 28 Jul 2026 15:12 |
| URI: | http://repository.its.ac.id/id/eprint/138788 |
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