Year of Graduation
The Influence of Gamification and Platform Affordances on User Engagement in Online Learning: the Case of Skyeng
Advertising and Public Relations
The objective of current research was to reveal relevant affordances of educational online-platforms and test how perception of these affordances was interrelated with user engagement. Conceptual framework with a new taxonomy of affordances has been suggested. A large-scale online-survey has been conducted with 375 participants who have been studying on Skyeng, online-platform for learning English. Factor analysis and multiple regression were applied in order to analyze data. The results demonstrated 4 platform affordances: technical comprehension, adaptability, phasing and intermittence, external reward. Obtained affordances reflected the core of gamification concept and, thereby, described the nature of relationships between users and educational online-platform. A model of interrelation between platform affordances and user engagement was received after regression analysis. According to this model, technology credibility and usability is the most influential predictor of enhancing user engagement while external reward is less influential than other affordances.