Research on gamified personality test design for wildlife conservation: integrating the theory of planned behavior and empathy

Currently, due to factors such as habitat loss and human activities, the populations of many endangered species have declined significantly, with some even facing the threat of extinction. Addressing this issue requires not only the involvement of experts but also the collective efforts of the public to support wildlife conservation. This study aims to explore the structural relationships between empathy towards endangered animals, attitudes towards conservation behavior, subjective norms, perceived behavioral control and behavioral intention, while constructing an extended framework of the Theory of Planned Behavior. Based on self-perception theory and empathy theory, participants were shown a demonstration of a personality test game designed by the authors prior to completing the questionnaire, followed by an online survey using a 5-point Likert scale. A total of 306 valid responses were ultimately collected. Structural equation modeling was employed to test the hypothesized relationships between variables. The model demonstrated good fit, confirming the reliability of the results. The findings indicate a strong public willingness to protect endangered animals, with 81% of respondents expressing a willingness to take action. The study found that empathy indirectly influences an individual’s behavioral intention through attitudes and perceived behavioral control (PBC). The findings of this study provide guidance for future endangered animal conservation efforts. For instance, government interventions should place greater emphasis on empathy-based strategies, including public awareness campaigns and educational programmes designed to encourage the public to consider the plight of endangered animals from the animals’ perspective. Furthermore, the government should provide accessible channels and resources. Such efforts can raise public awareness, thereby strengthening individuals’ behavioral intentions regarding wildlife conservation and ultimately promoting conservation behavior.