Identifying and prioritizing the Factors Affecting the Implementation of Gamification Using the Fuzzy SWARA Approach

In the modern era, gamification is increasingly used as an essential part of services, software, and systems to engage and motivate users and arouse their appropriate behaviors. The main assumption is that gamification can increase the system's ability to meet innate needs and promote the productivity of the staff and system, accordingly. Thus, the present study aims at identifying and prioritizing the factors affecting gamification by applying the fuzzy SWARA approach. This study is applied and qualitative-quantitative in terms of objective and methodology, respectively. The population includes the faculty members of Persia Gulf University who were familiar with the research topic. The sample members were selected through a purposive non-random sampling method of judgment with several 14 members. The researcher-made questionnaire was used to collect the data. By comparatively reviewing the literature and taking the experts' opinion, 16 factors affecting gamification were identified and analyzed. The research results indicate that the variables of ease of use, learning opportunities, and game identification have the highest weights, while the factors of signs, progress ladder, and sociability have the lowest weights. Hence, to implement the gamification approach in Persia Gulf University, the factors with the highest weights should receive the most attention.ty, the factors with the highest weights should receive the most attention.