A Data-Driven Approach to Analyze User Behavior on a Personalized (ramification Platform

摘要

This paper presents a study on data retrieved from a gamified teambuilding application (named Battlejungle [1]), which promotes employees' joint sport activities. The aim of this work is to identify and evaluate behavior and usage patterns, and user engagement indicators based on interaction data gained from the application. In order to determine behavioral patterns, users have been tested for system use, for participation at events and competitions, and for having tendency in social interactions. Our results reveal that we were able to distinguish engaged and non-engaged users. The Non-Engaged users were characterized as a group who were initially eager to use the application; however, this enthusiasm disappeared quickly. The study classified three typologies of engaged users. The Achievers who are motivated by the reward of achieving long-term goals, the Socializers who enjoy interacting with others and Seekers who enjoy exploring things and discovering new situations.