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Behavioral Archetypes Of Gen Z In Gamified E-Government Apps

Author

Listed:
  • Kalina Trenevska Blagoeva

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia)

  • Lidija Pulevska Ivanovska

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia)

  • Saso Josimovski

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia)

  • Marina Mijoska Belshoska

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia)

  • Martin Kiselicki

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia)

Abstract

This study applies a segmentation lens to Gen Z participation in a gamified e-government app (MojDDV). K-means clustering of survey data (n=119) yields four archetypes—Super-Scanners, Socially-Influenced Actives, Casual Participants, Skeptical Habituals—that differ in trust, social influence, and scanning intensity. The contribution is to move beyond average-effect adoption models and show actionable heterogeneity: leverage advocates (Super-Scanners), reinforce peer norms (Socially-Influenced), nudge and simplify (Casual), and rebuild institutional trust (Skeptical). Limitations include single-country scope, self-reports, and sample size; future work should add robustness checks and external validation. Findings inform targeted policy and design for gamified public services.

Suggested Citation

  • Kalina Trenevska Blagoeva & Lidija Pulevska Ivanovska & Saso Josimovski & Marina Mijoska Belshoska & Martin Kiselicki, 2025. "Behavioral Archetypes Of Gen Z In Gamified E-Government Apps," Proceedings of the 5th International Conference "Economic and Business Trends Shaping the Future" 2024 007, Faculty of Economics-Skopje, Ss Cyril and Methodius University in Skopje.
    • Handle: RePEc:aoh:conpro:2025:i:6:p:114-126
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    Keywords

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    JEL classification:

    • H83 - Public Economics - - Miscellaneous Issues - - - Public Administration
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis

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