In recent years, several gamification studies show that using personalized solutions can increase gamified systems’ effectiveness according to users’ differences. However, there is a little knowledge on how gamification can be tailored to individuals with different demographic and personality traits especially in the banking sector. To advance research in this area and fill the mentioned gaps, in this research, conducting a survey study among 412 participants, we investigated the relationships between demographic and personality traits of individuals and their preferences for the gamification elements and the expected benefits. We developed a 38-item survey to investigate how individuals with various demographic characteristics engaged with different gamification elements, and how they expect to receive the benefits of the system in return for their activities. Furthermore, we also examined that individuals with different personality traits are more likely to engage with which type of gamification elements, and what benefits they expect from the gamified systems. Finally, we provide a set of guidelines for designers to enable them design gamified systems in a way that recognize different individuals according to their unique characteristics, and taking advantage of the provided guidance, they can treat the users in a personalized manner.

近年来，一些游戏化研究表明，根据用户的不同，使用个性化解决方案可以提高游戏化系统的有效性。但是，关于如何将游戏化适应具有不同人口和个性特征的个人（尤其是银行业）的知识很少。为了推进该领域的研究并填补上述空白，在本研究中，我们对412名参与者进行了一项调查研究，我们调查了人口统计学特征和人格特征与他们对游戏化要素的偏好和预期收益之间的关系。我们开发了一项38个项目的调查，以调查具有不同人口特征的个人如何参与不同的游戏化元素，以及他们期望如何从系统中受益以换取他们的活动。此外，我们还研究了具有不同人格特征的个人更可能参与哪种类型的游戏化元素，以及他们期望从游戏化系统中获得什么好处。最后，我们为设计师提供了一套指南，使他们能够设计游戏系统，从而根据他们的独特特征识别不同的个人，并利用所提供的指南，以个性化的方式对待用户。