Narrative Transportation in Gamified Information Systems: The Role of Narrative-Task Congruence

Gamification refers to the use of game design elements in non-game contexts to evoke both instrumental and experiential outcomes within users. Although narratives are an integral part of most video games, little academic attention has been paid toward narratives as part of gamification design. In this research, we investigate two distinct aspects of narratives in gamified information systems (IS): (1) the mental state of narrative transportation, and (2) the congruence between a narrative and an instrumental task. In an online experiment in the context of physical activity among 325 individuals, we find that high levels of narrative-task congruence make it easier for users to experience narrative transportation, which in turn positively influences the dual outcomes of gamified IS. We contribute to research by contextualizing narrative transportation theory and empirically investigating the affective and behavioral effects of congruence between instrumental task and game design elements.