Gamification: Predicting the effectiveness of variety game design elements to intrinsically motivate users' energy conservation behaviour.

This research predicted the effectiveness of variety game design elements in enhancing the intrinsic motivation of users on energy conservation behaviour prior to its actual implementation to ensure cost-effective. Face-to-face questionnaire surveys were conducted at the five recognized Malaysian research universities and obtained a total of 1500 valid survey data. The collected data was run with Structural Equation Modeling (SEM) analysis using SmartPLS 3 software. The results predicted the positive effect of gamification on intrinsically motivate the users based on Self-Determination Theory (SDT). The identified nine core game design elements were found to be useful in satisfying users' autonomy, competence and relatedness need satisfactions specified by SDT. This research is useful to guide the campaign organizer in designing a gamified design energy-saving campaign and provide understanding on the causal relationships between game design elements and users' intrinsic motivation to engage on energy conservation. A game-like campaign environment is believed to be created to users by implementing the game design elements in energy-saving campaign, and subsequently users' intrinsic motivation to engage on energy conservation behaviour can be enhanced.