How Gamification Influences Behavioral Motivation to Participate in Wellness Programs: A Phenomenological Study

This phenomenological study examined how gamification influences why different generations choose to participate in corporate wellness programs. Although prior research shows that gamification can boost motivation in the short term, we still know little about how to keep people engaged over time, especially across different age groups and for both intrinsic and extrinsic motivators. This qualitative inquiry investigated how gamification influences behavioral intention and participation. The study included 17 participants (12 females, 5 males) representing Millennials, Baby Boomers, Generation X, and Generation Z, all possessing prior experience with gamification or group wellness programs. Findings revealed five primary themes: 1) Rewards & Incentives, 2) Personal Development & Motivation, 3) Health & Well-being Initiatives, (4) Team & Competitive Engagement, and (5) Program Effectiveness & Transparency. The findings suggest organizations should adopt a hybrid model of intrinsic and extrinsic motivators, such as combining monetary rewards for individual milestones with group competitions for social recognition, and customize wellness program designs based on generational motivational profiles.