TY - GEN
T1 - Bright-side and Dark-side Effects of Gamification on Consumers’ Adoption of Gamified Recommendation
AU - Lu, Jiandong
AU - Wang, Xiaolei
AU - Chen, Guo
AU - Feng, Yuqiang
N1 - Publisher Copyright:
© 2022, Association for Information Systems. All rights reserved.
PY - 2022
Y1 - 2022
N2 - Based on behavioral reasoning theory, this study explores both bright-side and dark-side effects of gamification on consumers adoption of gamified recommendation. We conducted a survey of consumers experiencing the gamification of “2021 Double Eleven” shopping festival and collected 357 valid questionnaires. Structural equation modeling method was used to examine our research model. Our empirical results suggest that entertainment and social interaction are positively associated with consumers’ favorable attitude toward gamification, while perceived cost, social anxiety and ambiguity confusion are dark sides of gamification causing more consumer fatigue. Positive consumer attitude was found to significantly affect adoption of purchase recommendation and usage recommendation, which can be moderated by consumer past shopping experience and similar game experience. The results presented here may provide scholars and practitioners with a comprehensive, workable understanding of gamification.
AB - Based on behavioral reasoning theory, this study explores both bright-side and dark-side effects of gamification on consumers adoption of gamified recommendation. We conducted a survey of consumers experiencing the gamification of “2021 Double Eleven” shopping festival and collected 357 valid questionnaires. Structural equation modeling method was used to examine our research model. Our empirical results suggest that entertainment and social interaction are positively associated with consumers’ favorable attitude toward gamification, while perceived cost, social anxiety and ambiguity confusion are dark sides of gamification causing more consumer fatigue. Positive consumer attitude was found to significantly affect adoption of purchase recommendation and usage recommendation, which can be moderated by consumer past shopping experience and similar game experience. The results presented here may provide scholars and practitioners with a comprehensive, workable understanding of gamification.
KW - Gamification
KW - adoption of recommendation
KW - behavioral reasoning theory
KW - double eleven
UR - https://www.scopus.com/pages/publications/105029227964
M3 - 会议稿件
AN - SCOPUS:105029227964
SN - 9781958200018
T3 - Pacific Asia Conference on Information Systems
BT - Pacific Asia Conference on Information Systems, PACIS 2022
PB - Association for Information Systems
T2 - 26th Pacific Asia Conference on Information Systems, PACIS 2022
Y2 - 5 July 2022 through 9 July 2022
ER -