Abstract
With the surge of social commerce, an increasing number of online group-buying platforms have been established. Gamification is a popular mechanism adopted by such online group-buying platforms to effectively foster consumers’ participation. However, there is a dearth of gamification literature that examines the effectiveness of gamification mechanics in the context of online group- buying. This study establishes a model relating two prominent gamification mechanics (i.e., challenge affordance and collaboration affordance) with consumers’ participation in online group-buying platforms, which are mediated by relatedness and playfulness. An online survey with 227 samples is conducted on a Chinese group-buying website named Pinduoduo. Using the partial-least-squares structural-equation-modeling (PLS-SEM) method, results indicate that collaboration affordance positively affects relatedness and playfulness which, in turn, motivate consumers to participate. Challenge affordance positively influences playfulness, but not relatedness. Theoretical contributions and practical implications are also discussed.
| Original language | English (US) |
|---|---|
| State | Published - 2019 |
| Event | 25th Americas Conference on Information Systems, AMCIS 2019 - Cancun, Mexico Duration: Aug 15 2019 → Aug 17 2019 |
Conference
| Conference | 25th Americas Conference on Information Systems, AMCIS 2019 |
|---|---|
| Country/Territory | Mexico |
| City | Cancun |
| Period | 8/15/19 → 8/17/19 |
Keywords
- Challenge affordance
- Collaboration affordance
- Motivational affordance perspective
- Online group-buying participation
- Playfulness
- Relatedness
ASJC Scopus subject areas
- Information Systems