Abstract:

Organizations facing the lack of motivation among their employees, on the one hand, and trying to maintain or increase their competitive advantage on the dynamic market on the other, are looking for new approaches to help them struggle with both dilemmas. Information technology and the adoption of digital technologies is widely used to improve employee efficiency as well as attract potential customers and build their loyalty and to stay competitive on the market. However, the implementation of digital technology does not only mean employing new technology, but it also requires changes in business processes that affect people and eventually, corporate culture. One of the three top factors why companies fail to implement information technology successfully is lack of user involvement, while at the same time, user involvement seems to be the most critical factor for IT projects' success (Hussain, Mkpojiogu, & Kamal, 2016). It can be assumed that user involvement determines the success of the projects supported by information technology. To address user involvement, we look at the theoretical aspects of motivation and human behavior, as well as game mechanics and dynamics, form the perspective of Persuasive Technology.