A Model Based on Gamification in the Context of Social Networks in Order to Understand People's Thinking: The Case Study of Internet Taxis in Iran

Document Type : Original Article


1 Ph.D. Student in Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Professor, Department of Operations Management and Information Technology, Faculty of Management and Accounting, Allameh Tabatabai University; Visiting Professor, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Professor, Department of Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

4 Associate Professor, Department of Industrial Engineering, Faculty of Management, Firuzkoh Branch, Islamic Azad University, Tehran, Iran


Purpose: Collecting data from users using conventional traditional methods, in order to achieve a specific purpose, is often expensive, time-consuming, and accompanied by disadvantages affecting the research results, the aim of the current research is to provide a model based on gamification in order to obtain the way of thinking of people through a case study of internet taxi applications in Iran (Snapp, Tapsi, and Carpino).
Method: Research is applied in terms of aim and descriptive in terms of nature. Data collection was done by a researcher-made questionnaire, whose validity and reliability were confirmed based on expert opinion and Cronbach's alpha coefficient. The statistical population was all the users of the mentioned applications and members of Telegram, which was 180 people as a statistical sample.
Findings: Comparing the results to determine the popularity of brands in the two methods was almost the same, in addition, the cost and time of using the proposed method was significantly less and the percentage of audience participation was higher.
Conclusion: By presenting the proposed framework, the limitations of common data collection methods were removed and more accurate and higher quality data were used to understand people's thinking, it is also possible to use this method for all researchers.


Main Subjects

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