The Impact of Playfulness Trait on Attitude and Intention Towards Gamified Health Behavior

Despite the growing use of gamification in healthcare to encourage positive health behaviors, its overall effectiveness is still uncertain. This study explores the hypothesis that individual differences in playfulness - a predisposition to engage enjoyably with situations - might significantly influence an individual’s attitude and intention towards gamified health practices. To test this, a survey was conducted, focusing on three hypotheses: the positive impact of playfulness on attitudes towards gamified health behaviors, its influence on behavioral intentions, and the interaction between attitudes and intentions. Data analysis was conducted using Partial Least Squares based Structural Equation Modeling (PLS-SEM), involving 297 participants. The results highlighted a significant positive correlation between playfulness and both attitudes and intentions towards gamified health interventions, indicating that individuals with more pronounced playfulness traits are likely to be more receptive to these interventions. This finding emphasizes the importance of factoring in the playfulness trait when designing and implementing gamification solutions in healthcare settings.