Informationsintag har blivit lättare i och med internets tillkomst. För att göra upplevelsen mer uppslukande, rolig och interaktiv har nya designkoncept på webbplatser utvecklats. Ett sådant designkoncept är tredimensionella virtuella världar. Den tredimensionella virtuella värld designen på webbplatser används flitigt inom utbildnings- och hälsovårdssektorerna, men det saknas forskning inom andra sektorer som riktas till målgrupper som äldre och personer med lägre teknisk kompetens. Syftet med studien i denna kandidatuppsats är alltså att undersöka hur lantbrukare upplever nyttan av en webbplats som är designad utifrån en virtuell tredimensionell värld för jordbrukssektorn. För att genomföra denna studie har en agronomiwebbplats utformad som en tredimensionell värld tagits som exempel och undersökts. För detta togs en kvalitativ ansats, där data samlades in genom individuella semistrukturerade intervjuer och observationer i form av användbarhetstester med utvalda deltagare i form av intressenter från lantbruksföretaget och äldre lantbrukare. Den insamlade datan analyserades tematiskt vilket mynnade ut i tre huvudteman, inklusive flera underteman, som representerar resultaten. Fynden diskuterades med hjälp av relevant litteratur, som innefattar begrepp som användarupplevelse, användbarhet och Hedonic-Motivation System Adoption theory. Resultatet visade att upplevelsen är unik och rolig, men att det finns tydliga användbarhetsproblem inom webbplatsen, vilket hindrar användare från att vilja använda webbplatsen för dagligt bruk. Denna studie förmedlar en djupare förståelse för användarens upplevelse av tredimensionella virtuella världar och hur produktutvecklare bör hänvisa till designprinciper i användbarhet och användarupplevelse. / Information intake has become easier with the advent of the internet. To make the experience more immersive, fun and interactive, new design concepts on websites have been developed. One such design concept is three-dimensional virtual worlds. The three-dimensional virtual world design on websites is used widely in education and healthcare sectors, however there is lack of research in other sectors that address target groups such as elderly and people with lower technical proficiency. Thus, the purpose of the bachelor’s thesis research is to examine how farmers experience the usefulness of a website which is designed based on a virtual three-dimensional world for the agricultural sector. To conduct this study, an agronomy website designed as a three-dimensional world has been taken as an example and researched. For this, qualitative research was conducted, where data was collected through individual semi-structured interviews and observations in the form of usability tests with purposely selected research participants, stakeholders of the agricultural company and elderly farmers. The collected data was analyzed thematically to conclude three main findings, including several sub-themes, which represent the research findings. The findings were discussed with the help of relevant literature, which included concepts such as user experience and usability, and the Hedonic-Motivation System Adoption theory. The research findings showed that the experience is unique and fun, but that clear usability problems exist within the website, which prevents users from wanting to use the website for daily use. This study conveys a deeper understanding of users' experience of threedimensional virtual worlds and how practitioners should refer to design principles in usability and user experience.

Spelindustrin är gigantisk och kontinuerligt växande, där detta inkluderar spelutveckling samt spelande av spel. Detta medför att en betydande mängd akademiker i sina yrkesliv kommer att beröra ämnesområdet spelutveckling. Trots detta faktum finns det en avsaknad av akademisk litteratur som behandlar ämnesområdet spelutveckling, specifikt med ett IS-perspektiv. För att fylla avsaknaden ämnar denna undersökning utöka det specifika konceptet inom spelutveckling som är “skapande av en 2D-spelmotor med tillhörande spel”. Att spela innebär hedonistiska upplevelser. Gäller denna hedonism också vid spelutveckling? Vilka utmaningar och vilken problematik uppstår vid utveckling av en spelmotor? För att utreda detta används en kvalitativ undersökning med en induktiv metodik via forskning genom design (eng. Research through Design, RtD) tillsammans med kollaborativ autoetnografi (Collaborative Autoethnography, CAE). Detta skapar ett unikt perspektiv som används för att producera välmotiverad vägledning för introduktion till ämnesområdet. Datainsamling utgörs av loggbok och dagbok där dessa används för att reflektera kring problem, utmaningar, framgångsfaktorer samt hedonistiska upplevelser inom processen. Undersökningens bakomliggande teori är baserat på Hedonic-motivation system adoption model (HMSAM) samt kriterier för utvärdering av ett lyckat RtD-projekt. Resultaten visar att spelutveckling är en komplicerad process, där egenskaper av spelutveckling identifierats och som bildat riktlinjer som förbereder akademiker inför framtida forskning och arbete. / The gaming industry is gigantic and continuously growing, which includes game development and gaming. This means that a significant number of academics will touch on the subject area of game development during their professional lives. Despite this fact there is a lack of academic literature which deals with the subject area of game development, specifically with an IS perspective. To fill the gap, this study aims to expand the specific concept in game development that is “creation of a 2D game engine with an associated game”. Gaming involves hedonistic experiences. Is this also associated with game development? What challenges and problems arise when developing a game engine? Answering this involves a qualitative study with an inductive methodology via Research through Design (RtD) together with Collaborative Autoethnography (CAE). This creates a unique perspective that is used to produce well-motivated guidance for introduction to the subject area. Data collection consists of a journal and diary where these are used to reflect on problems, challenges, success factors and hedonistic experiences within the process. The study’s underlying theory is based on the Hedonic-motivation system adoption model (HMSAM) and criterias for evaluating successful RtD projects. The results show that game development is a complicated process, where characteristics of game development have been identified which developed guidelines that prepare academics for future research and work.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-09-01T20:44:25Z No. of bitstreams: 1 Eduardo Biagi Almeida Santos.pdf: 1027246 bytes, checksum: 11b58b465b737ee70cfb4bbf52d9cffc (MD5) / Made available in DSpace on 2016-09-01T20:44:25Z (GMT). No. of bitstreams: 1 Eduardo Biagi Almeida Santos.pdf: 1027246 bytes, checksum: 11b58b465b737ee70cfb4bbf52d9cffc (MD5) Previous issue date: 2016-05-05 / The use of music as a motivator in store environment has been explored by some researchers over the years (Turley & Milliman, 2000). This research aims to analyze how the effect of congruence of the musical style used in the retail environment affects the consumer behavior. The relationship between behavior and the environment has been studied by psychologists through the discipline of environmental psychology (Donovan & Rossiter , 1982), based on the paradigm Stimulus - Organism - Response , which suggests that environmental cues influence the organism generating a response of approach and avoidance (Mehrabian & Russel, 1974). Atmosphere as a marketing tool is defined as a consciously created space to create certain effects on consumers and influence their purchase decision (Kotler, 1973; Kellaris, 2008). An experiment 2x3 factorial design was conducted to investigate the influence of music in the retail environment on consumer behavior with hedonic and utilitarian motivation, specifically in the model Pleasure, Arousal and Dominance (Donovan & Rossiter, 1982), general evaluation of store and impulse buying. The sample consisted of 271 completed questionnaires. The results were that the consumer with hedonic motivation proved to be more sensitive to environmental stimuli, presenting a more positive response to Pleasure, Arousal and General evaluation of store when congruent music was played. The respondent with utilitarian motivation demonstrated also be influenced by ambient music, but with a smaller effect than the consumer with hedonic motivation. / A utilização da música como motivadora em ambiente de loja tem sido explorada por alguns pesquisadores ao longo dos anos (Turley & Milliman, 2000). Esta pesquisa tem como objetivo geral analisar como o efeito da congruência do estilo musical aplicado no ambiente de varejo interfere no comportamento do consumidor. O relacionamento entre comportamento e o ambiente tem sido estudado por psicólogos por meio da disciplina de psicologia ambiental (Donovan & Rossiter, 1982), baseado no paradigma Estímulo – Organismo – Resposta, que sugere que estímulos ambientais influenciam o organismo gerando uma resposta de aproximação ou afastamento (Mehrabian & Russel, 1974). Atmosfera como uma ferramenta de marketing é definida como um espaço criado conscientemente para criar certos efeitos nos consumidores e influenciar sua decisão de compra (Kotler, 1973; Kellaris, 2008). Foi realizado um experimento de desenho fatorial 2x3 para investigar a influência da música no ambiente de varejo sobre o comportamento do consumidor de motivação hedônica e utilitária, especificamente nas respostas do modelo Prazer, Ativação e Dominância (Donovan & Rossiter, 1982), avaliação geral da loja e compra por impulso. A amostra foi composta por 271 questionários completos. Os resultados encontrados foram que o consumidor de motivação hedônica demonstrou ser mais sensível ao estímulo ambiental, apresentando uma resposta mais positiva para Prazer, Ativação e Avaliação geral da loja quando a música congruente foi tocada. O respondente de motivação utilitária também demonstrou ser influenciado pela música ambiente, porém com um efeito menor do que o consumidor de motivação hedônica.

En grundfaktor för att en digital tjänst ska komma till användning är vilken motivation den ger användarna. Med detta i åtanke bör de motivationer tänkta användare av en tjänst har, kartläggas och ämnas uppfyllas. Syftet med denna studie har varit att undersöka hur spelifiering kan påverka användares engagemang och motivation för en social speltjänst. Studien utgick ifrån teorimodellen HMSAM (Hedonic-Motivation System Adaption Model), för att förstå hur uppfattad användarvänlighet, uppfattad användarnytta, glädje, kontroll och nyfikenhet kan leda till inre motivation, med tillägget spelifiering som en faktor. En modell och en tes över hur detta kunde samverka skapades, och därifrån undersöktes studiens frågeställning genom semistrukturerade intervjuer, där fokusområdet var en social speltjänst, som hjälper människor att spela tillsammans på travspel, och de tillfrågade användarna lagkaptener för lag som använder sig av tjänsten. Frågor rörande motivation, engagemang, social kontakt och relationer, samt glädje ställdes. Mönster gjordes utifrån resultatet, och dessa kategoriserades sedan inom relevanta områden. Undersökningens resultat visade att tjänsten redan bistår med hög upplevd- användarvänlighet och användarnytta samt kontroll. Områden där motivationen skulle kunna ökas är glädjen och nyfikenheten - även om det i dagsläget finns en del som främjar detta, framkom det att stödet för de två känslorna inte existerar fullt ut. Datan från intervjuerna resulterade i tre gränssnittsförslag på hur spelifiering skulle kunna implementeras för användarna på den befintliga webbsidan. Gränssnitten som togs fram antas öka den inre motivationen genom att bistå med infrastruktur dels för direkt och tydlig kommunikation - som väntas leda till att användarna upplever ökad glädje och nyfikenhet, och dels en möjlighet att tävla lag emellan - som väntas leda till ökad nyfikenhet. Studien visade att bland användarnas största motivation till användning var möjligheten att spela tillsammans, där gränssnitten som tagits fram kan bidra med en starkare social känsla och att underhålla den solidaritet många känner med sitt lag. Vidare testning av gränssnitten behöver göras över en längre period för att kunna verifiera förändringarnas påverkan på det fortsatta engagemanget och motivationen. / A key factor for the use of a digital service is which motivation it provides the users with, where the intrinsic- and extrinsic motivations are triggered by different functions, elements and feeling. With this in mind, the different motivations of the service’s users should be researched and strived to be fulfilled. The purpose of this study has been to examine how Gamification can affect users engagement and motivation regarding a social game service. The theory of the study has been grounded in the theory model HMSAM (Hedonic-Motivation System Adaption Model), to understand how perceived ease of use, perceived usefulness, joy, control and curiosity can lead up to intrinsic motivation, with Gamification as a contributing factor to the motivation. With the support of these two main subjects, a model and thesis were formed on how this could work together. The method used in this study was semi structured interviews, where the focus area was the social game service ‘ATG Tillsammans’ - which provides a platform for people to bet on horse racing together, and the subjects were captains for teams on that platform. The results of the study showed that the service already provides highly perceived ease of use and usefulness, and control. The areas where the motivation could be increased are joy and curiosity - even though they are somewhat supported today, the results indicated that the support wasn’t enough. The data from the interviews resulted in three different interface proposals, where Gamification was significant in the design process. The created interfaces are assumed to increase the intrinsic motivation, by providing an infrastructure for direct and clear communication - which is expected to lead the users perceiving more joy and curiosity, and also an opportunity to compete between the teams - which is presumed to lead to increased curiosity for the service. The study showed that among the users largest motivation for using the service was the opportunity to bet together with others, where the interface proposals could lead to a stronger social feeling och help maintain the solidarity that many feel towards their own team. Further research and testing over time is needed, to be able to verify the alterations effect on the continued engagement and motivation.

Microtransactions are part of a business model used almost extensively in the video-gaming industry where developers offer virtual goods or features via micropayments. The concept is relatively new and still unknown to many but deeply rooted in modern video-game developers’ business strategies. Microtransactions are found in smartphone applications, online games played on computer or gaming consoles, and while the concept might be unfamiliar to many, the odds are most have encountered it.   Most published games will feature in-game purchases where users have to option to purchase features, items or content for a small amount of money. A microtransaction in its most simplistic form is ad-removal, here developers offer the user a way to get rid of ads by charging a small amount, like $.99. While one microtransaction may seem insignificant, multiple impulsive purchases can quickly add up to considerable sums. This has resulted in the use of microtransactions becoming the most profitable business strategy for game developers.   This study seeks to describe what stimulates a person to complete a purchase by using the components of hedonic motivation from the HMSAM theory leading to the research question: Which hedonic motivations induce use of microtransaction systems and does it vary by age? To research the phenomena a quantitative questionnaire was formed based on hedonic motivations, including three motivations added by the author, gathering responses from 398 video-game players having completed a microtransaction purchase.   After analyzing the results, some components protruded more than others while the consensus suggested that the influence of hedonic motivation was comparatively low. The argument for this outcome may be that players see in-game items as objects of real-world value, making the microtransaction system within a game a utilitarian-motivation system. The general attitude towards microtransactions appeared to be poor which contradicts some elements of previous research while supporting others.   This thesis will contribute to the field of informatics by complementing the traditional technology acceptance model (TAM) with hedonic motivations, as proposed by Lowry et al. in 2013. The author of this study argue it is a modernized way of researching intentions to use asort of system.

La pandemia ocasionada por la COVID-19 obligó a las librerías a cerrar sus tiendas físicas y migrar al canal digital. Es por ello que, esta investigación tiene como objetivo estudiar las motivaciones hedónicas y utilitarias en relación a la intención de compra en la categoría de plataformas de librerías online. Para la comprensión del estudio, se exploran las relaciones de tres variables: Motivación Hedónica, Motivación Utilitaria e Intención de compra, a través de la revisión de la literatura. También, es importante mencionar que se expone la relevancia, el alcance y las limitaciones del presente estudio en el contexto peruano. Por otro lado, el estudio tendrá un alcance correlacional ya que se busca conocer la relación existente entre las variables propuestas. Asimismo, se trabajará bajo un enfoque cuantitativo y el estudiado será transversal dado que se realizará en un periodo de tiempo determinado. La recopilación de datos será desarrollada utilizando un cuestionario, el cual será enviado de manera online. La muestra está prevista para un total de 400 respuestas, por parte de aquellos que han comprado alguna vez libros en plataformas de librerías online. / The COVID-19 pandemic forced bookstores to close their physical stores and migrate to the digital channel. That is why this research aims to study hedonic and utilitarian motivations in relation to purchase intention in the category of online bookstore platforms. In order to understand the study, the relationships of three variables are explored: Hedonic Motivation, Utilitarian Motivation and Purchasing intention, through the literature review. Also, it is important to mention that the relevance, scope and limitations of this study in the Peruvian context are exposed. On the other hand, the data collection will be developed using a questionnaire, which will be sent online. The sample is scheduled for a total of 400 responses, by those who have ever bought books on online bookstore platforms. / Trabajo de investigación

El e-commerce ha tenido un notable crecimiento en la mayoría de las industrias de todo el mundo. Sin embargo, este ha sido inversamente proporcional al crecimiento de la lealtad. Por lo que la investigación plantea cinco hipótesis a desarrollar las cuales tienen como finalidad determinar el grado de significancia de las variables de valor percibido, la motivación hedónica, la e-satisfaction con la e-loyalty en el e-commerce retail en tiendas por departamento. Se busca evidenciar si las variables mencionadas previamente son determinantes de la e-loyalty de manera conjunta o individualmente. Asimismo, la metodología a usar es de carácter cuantitativo con una escala de Likert de 5 puntos y una muestra de 400 personas. / E-commerce has had remarkable growth in most industries around the world. However, this has been inversely proportional to the growth of loyalty. Therefore, the research raises five hypotheses to be developed, which are intended to determine the degree of significance of the variables of perceived value, hedonic motivation, e-satisfaction with e-loyalty in e-commerce retail in department stores. . It seeks to show whether the previously mentioned variables are determinants of e-loyalty jointly or individually. Likewise, the methodology to be used is quantitative with a 5-point Likert scale and a sample of 400 people. / Trabajo de investigación

Syftet med den här studien är att undersöka om det finns ett intresse för sociala interaktioner i video-slots och hur det i sådana fall kan utformas för att ge användarna en bra användarupplevelse. Onlinekasinon är den spelform som har ökat mest i popularitet i Sverige senaste åren och video-slots är den speltyp som växer mest. Tidigare studier visar på att det finns en drivkraft att göra saker tillsammans och som stärker och berikar upplevelser. Studier på sociala interaktioner i online-spel visar tydligt på att njutningen är ett viktigt element för att spela. Syftet är även att undersöka om sociala interaktioner i video-slots kan leda till en sundare spelstil för de med spelmissbruk. Video-slots är ett hedoniskt motivationssystem (HMS) och används för att ge användaren nöje och glädje i ett system. Teorin som studien baserats på är HMSAM, som är en HMS specifik modell som använts för att skapa en förståelse för uppfattad användarvänlighet, uppfattad användarnytta, glädje, kontroll och nyfikenhet, som kan påverka inre motivation. Inre motivation behövs för att användare ska kunna fördjupa sig och fortsätta vilja använda ett HMS-system.  Studien har en kvalitativ ansats och kvalitativa semi-strukturerade intervjuer har använts vid insamlandet av empiri. Fokus har legat på användarnas upplevelser, deras motivationer, drivkrafter, kontroll och önskemål kring sociala interaktioner vid spelande av video-slots. Intervjufrågorna grundas utifrån HMSAM men även utifrån spelifierings-ramverket Octalysis. Resultaten från datainsamlingen analyseras utifrån uppkomna kategorier och mönster. Analysen visade en stor motivation till att spela video-slots online tillsammans och att det skulle förhöja deras spelupplevelse. Även att det hade förenklat deras spelsessioner och skapat större gemenskap, då majoriteten av informanterna redan spelade video-slots tillsammans idag, med egna konstruerade metoder. Analysen visade också att informanterna spelar främst för nöjet och spänningens skull. Utifrån datan från intervjuerna togs designförslag fram, med stöd av spelifierings-ramverket. Designförslagen mynnade ut i sex grafiska gränssnittsskisser med funktioner som förhoppningsvis kan bidra till en förhöjd användarupplevelse. / The purpose of this study has been to investigate whether there is an interest in social interactions in video-slots and how that can be designed to give users a good user experience. Online casino is the form of gaming that has increased most in popularity in Sweden in recent years and the video-slots gametype are growing the most. Previous studies shows that there is a driving force to do things together and that strengthens and enriches experiences. Studies on social interactions in online games clearly shows that enjoyment is an important element for playing. The purpose is also to investigate if social interactions in video-slots can provide a healthier game for people who have gambling problems.  Video-slots is a hedonic motivation system (HMS) and is used to give the user pleasure and joy in a system. The theory on which the study is based on is HMSAM, which is an HMS specific model that has been used to create an understanding of perceived ease of use, perceived usefulness, joy, control and curiosity, which can affect internal motivation. Internal motivation is needed for users to be able to deepen and continue to use an HMS-system. The study has a qualitative approach and qualitative semi-structured interviews have been used in the collection of empirical data. The focus has been on the users' experiences, their motivations, driving forces, control and desires regarding social interactions in the playing of video-slots.The questions in the interviews are based on HMSAM, but also on the basis of the Octalysis gamification framework. The results from the data collection were analyzed on the basis of the categories and patterns that were created. The analysis showed a great motivation to play video-slots online together and that it would enhance their gaming experience. Even though it had simplified their gaming sessions and higher community when the majority of the informants already played video-slots today together, but with their own constructed methods. The analysis also showed that the informants play primarily for the pleasure and excitement. Based on the data from the interviews, design proposals were made, in support of the gamification framework. The design proposals resulted in six graphical interface sketches with functions that were considered to create a good user experience.

En la actualidad, los consumidores han cambiado su estilo de vida a causa de diversos factores. Uno de ellos es la pandemia causada por el Covid-19, la cual ha modificado la decisión de compra de los shoppers, afectando también al sector retail y; por otro lado, se encuentra la digitalización, la cual transformó los canales de venta existentes. Estos han tenido que adaptarse, a través de estrategias digitales, con el fin de motivar la compra de los clientes. Por lo tanto, se realizó una revisión bibliográfica de diversos autores, los cuales estudian los principales factores de compra y su relación con la venta online de tiendas por departamento. En base a lo anteriormente mencionado, el presente artículo de investigación, tiene el objetivo de analizar la relación entre la motivación hedónica, valor y riesgo percibido, como factores de compra y la forma en que influyen en la decisión de compra en el canal online de tiendas por departamento. Para ello, se propondría una investigación de tipo correlacional de enfoque cuantitativo y carácter concluyente, que será testeada en 400 personas que hayan comprado en línea en los últimos seis meses. Los resultados obtenidos, serán medidos a través de un análisis estadístico descriptivo (regresiones lineales, correlaciones, desviación estándar). / Currently, consumers have changed their lifestyles due to a large variety of factors. One of them is the pandemic caused by Covid-19, which has modified the purchase decision of buyers, also affecting the retail sector and; on the other hand, there is the digitization, which transformed the existing sales channels. These have had to adapt, through digital strategies, in order to motivate the purchase of customers. Therefore, a bibliographic review was carried out by various authors, who study the main purchasing factors and their relationship with the online sale of department stores. Based on the aforementioned, this research article has the objective of analyzing the relationship between hedonic motivation, value and perceived risk, as purchase factors and the way in which they influence the purchase decision in the online channel of department stores. To do this, a conclusive quantitative-focus correlational research would be proposed, which will be tested on 400 people who have bought online in the last six months. The results obtained will be measured through a descriptive statistical analysis (linear regressions, correlations, standard deviation). / Trabajo de investigación