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  <doc>
    <id>4850</id>
    <completedYear/>
    <publishedYear>2018</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst>11</pageFirst>
    <pageLast>19</pageLast>
    <pageNumber/>
    <edition/>
    <issue/>
    <volume/>
    <type>conferenceobject</type>
    <publisherName>ACM</publisherName>
    <publisherPlace>New York, NY</publisherPlace>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>--</completedDate>
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    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">Gamification in E-Commerce : Tangible vs. Intangible Rewards</title>
    <abstract language="eng">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.</abstract>
    <parentTitle language="eng">Proceedings of the 22nd International Academic Mindtrek Conference : Academic Mindtrek 2018, Tampere Finland, 10.10.2018 - 11.10.2018</parentTitle>
    <identifier type="isbn">9781450365895</identifier>
    <identifier type="doi">10.1145/3275116.3275126</identifier>
    <enrichment key="opus.import.date">2022-07-16T21:56:15+00:00</enrichment>
    <enrichment key="opus.source">sword</enrichment>
    <enrichment key="opus.import.user">importuser</enrichment>
    <enrichment key="BegutachtungStatus">peer-reviewed</enrichment>
    <enrichment key="opus.doi.autoCreate">false</enrichment>
    <enrichment key="opus.urn.autoCreate">true</enrichment>
    <licence>Keine Lizenz - Es gilt das deutsche Urheberrecht: § 53 UrhG</licence>
    <author>Michael Meder</author>
    <author>Till Plumbaum</author>
    <author>Aleksander Raczkowski</author>
    <author>Brijnesh Jain</author>
    <author>Sahin Albayrak</author>
    <collection role="institutes" number="FakIM">Fakultät Informatik und Mathematik</collection>
    <collection role="othpublikationsherkunft" number="">Externe Publikationen</collection>
    <collection role="othforschungsschwerpunkt" number="16311">Digitalisierung</collection>
  </doc>
</export-example>
