TY - CONF
T1 - The influence of gamification mechanics on online group-buying participation
AU - Ye, Qingsong
AU - Feng, Yuanyue
AU - Yang, Pianpian
AU - Yang, Congcong
AU - Yang, Lusi
N1 - Funding Information:
This work is partially supported by grant 71702111, 71602122, and 71502114 from the National Natural Science Foundation of China, and grant 2017WQNCX142 of the Young Innovative Talents Project (Humanities & Social Sciences) from the Education Bureau of Guangdong Province.
Publisher Copyright:
© 2019 Association for Information Systems. All rights reserved.
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
KW - Challenge affordance
KW - Collaboration affordance
KW - Motivational affordance perspective
KW - Online group-buying participation
KW - Playfulness
KW - Relatedness
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M3 - Paper
AN - SCOPUS:85084021070
T2 - 25th Americas Conference on Information Systems, AMCIS 2019
Y2 - 15 August 2019 through 17 August 2019
ER -