Using gamification elements for competitive crowdsourcing: exploring the underlying mechanism

Yang, Congcong; Ye, Hua Jonathan; Feng, Yuanyue

doi:10.1080/0144929x.2020.1733088

Cited by 40 publications

(29 citation statements)

References 86 publications

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“…However, much less research has adopted a motivation view. The motivation view has been proved valid as several studies have found that motivations play important role between gamification and user intention (Feng et al , 2018; Yang et al , 2021). Moreover, as one of the core components of the customer–brand relationship (Liu et al , 2020), brand attachment has been rarely studied in gamification literature.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Understanding such underlying psychological mechanisms minimizes the difficulties designers face when attempting to utilize achievement-related gamification features to strengthen brand attachment. Recent studies built on motivation theories to propose that gamification influences individuals' behaviors by affording their motivations (Feng et al , 2018; Koivisto and Hamari, 2019; Yang et al , 2021). Following such logic, the effects of achievement-related gamification features on brand attachment might be mediated by customers' motivations in online brand communities.…”

Section: Introductionmentioning

confidence: 99%

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Effect of achievement-related gamification on brand attachment

Yang

Feng

2021

IMDS

Self Cite

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PurposeThis research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.Design/methodology/approachSurvey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.FindingsAchievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.Originality/valueTheoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Effect of achievement-related gamification on brand attachment

Yang

Feng

2021

IMDS

Self Cite

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“…Some scholars call this state a "flow state, " under which people may only be aware of activities they participate in, or of the specific environment they are in Mauri et al (2011). Some scholars believe that games can improve and regulate emotions, and that participants experience higher absorption after completing game tasks, thus generating more positive emotions (Yang et al, 2020) and stimulating more powerful motivations (Silic and Lowry, 2020). Therefore, consumers' absorption in a game may have a positive influence on their enjoyment.…”

Section: Absorption Spending Time Controlmentioning

confidence: 99%

Enhancing Consumer Online Purchase Intention Through Gamification in China: Perspective of Cognitive Evaluation Theory

et al. 2020

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The application of game elements of gamification in online shopping is attracting interest from researchers and practitioners. However, it remains unclear how gamification affects and improves consumer purchase intention on online shopping platforms, which still leaves a gap in our knowledge. To narrow this theoretical gap, a theoretical model has been built in this study. This model adopts cognitive evaluation theory to explain the impact of gamification elements on consumer purchase intention. Data was collected from 322 online shopping consumers who used a flash game to test their purchase intention after playing games. The results show that game rewards, absorption and autonomy of gamification positively enhance sense of enjoyment, and that it helps people meet their psychological needs, which ultimately affects the online purchase intention of consumers. This study is helpful in analyzing the factors involved in the successful introduction of gamification on online shopping platforms in more detail.

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“…However, Stroianovska et al (2021) in their work defined motivation as "the psychological creations of character which seems to be an explanation for "psychological notions" e.g., ethical principles, selfassessment and intent that were categorized as complex motivational structures (Mitchell et al, 2018), assimilating collections of emotional desires which are facilitated by individuals' mindfulness (Bellemare et al, 2016;Forbes, 2011). Similarly, Yang et al (2020) argued that motivation is part of human and individual as character, is branded by the presence of a specific ideas, ethical values, and dynamic goals which such individual tries to achieve throughout his/her life.…”

Section: Motivationmentioning

confidence: 99%

Motivational Effects of Gamification Apps in Education: A Systematic Literature Review

Mohammed

Özdamlı²

2021

BRAIN

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Gamification is considered by many scholars to be an effective tool for engaging individuals in teaching and learning process, organizational task, business environment, and other recreational activities. However, some students and tutors of various institutions of learning across the globe lack clear understanding on how gamification applications positively affect teaching and learning via intrinsic and extrinsic motivations. Despites all its potential benefits as suggested by prior literatures with regards to flexibility and externalization of learning process, yet some colleges and universities are not fully convinced that use of gamification elements motivate students to engage more on their learning activities which in turns change attitudes and behaviours. Hence, the need for study to extract these motivational effects of gamifications applications from the existing body of knowledge. Therefore, this study utilized some of the comprehensive databases such as ScienceDirect, Web of science, IEEE Xplore, and SpringerLink, with the aims of identifying, extracting, analyzing and highlighting the motivational effects of gamification systems in education. Out of the articles discovered, 37 were fully read and analyzed. The study results highlight the motivational effects of gamification applications in education, and found badges, levels, feedbacks, points, and leader-board to be the most pleasant elements of gamification applications that motivate individuals, as they increase participation and engagement in learning process. Finally, the study suggests area of future work.

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Using gamification elements for competitive crowdsourcing: exploring the underlying mechanism

Cited by 40 publications

References 86 publications

Effect of achievement-related gamification on brand attachment

Effect of achievement-related gamification on brand attachment

Enhancing Consumer Online Purchase Intention Through Gamification in China: Perspective of Cognitive Evaluation Theory

Motivational Effects of Gamification Apps in Education: A Systematic Literature Review

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