@inproceedings{MederPlumbaumRaczkowskietal., author = {Meder, Michael and Plumbaum, Till and Raczkowski, Aleksander and Jain, Brijnesh and Albayrak, Sahin}, title = {Gamification in E-Commerce : Tangible vs. Intangible Rewards}, series = {Proceedings of the 22nd International Academic Mindtrek Conference : Academic Mindtrek 2018, Tampere Finland, 10.10.2018 - 11.10.2018}, booktitle = {Proceedings of the 22nd International Academic Mindtrek Conference : Academic Mindtrek 2018, Tampere Finland, 10.10.2018 - 11.10.2018}, publisher = {ACM}, address = {New York, NY}, isbn = {9781450365895}, doi = {10.1145/3275116.3275126}, pages = {11 -- 19}, abstract = {Increasing user participation or changing behavior are key goals when applying gamification. Existing studies in domains such as education, health, and enterprise show that gamification can have a positive impact on meeting these goals. However, there is still a lack of detailed insights into how certain game design elements affect user behavior and motivation. To gain further insight, this paper presents a user study in the field with 20, 000 participants of a mobile e-commerce application over a one-month time period to analyze the impact of gamification in the e-commerce domain and to compare the effectiveness of tangible versus intangible rewards. Results show that gamification has a positive impact in the e-commerce domain. The study also reveals that tangible rewards increase the user activity substantially more than intangible rewards. We further show how tangible rewards affect certain user types and provide a first discussion on the lastingness of these rewards.}, language = {en} }