Résumé:
This study investigates the impact of gamified systems on user engagement within the
context of Heetch’s ride‐ hailing Application. Drawing on a comprehensive theoretical review,
covering core gamification concepts, instruments, and the multidimensional nature of
engagement.
the research employs a mixed‐ methods approach. The applied phase involved telephone
interviews with 494 Heetch drivers, complemented by univariate and bivariate statistical
analyses. Drivers rated their agreement with statements concerning ranking and rewards,
notifications, bonus‐ on‐ recharge, and in‐ app challenges, then identified their primary
motivators. Univariate results examining individual variables collected from the survey. while
bivariate tests confirm that perceiving bonuses as structuring one’s day is significantly
associated with selecting financial rewards , higher agreement on the usefulness of notifications
correlates with greater personal satisfaction from goals and rewards and drivers who view the
bonus on recharge feature as encouraging continued use are more likely to choose it as their
primary motivator. These findings suggest that integrating clear reward structures and
immediate financial incentives can substantially enhance driver engagement. The study
concludes with recommendations for iterative gamification design, emphasizing variety,
personalization, and continuous measurement, to foster sustained engagement and satisfaction
among ride‐ hailing drivers.
