TY - CHAP A1 - Meder, Michael A1 - Plumbaum, Till A1 - Raczkowski, Aleksander A1 - Jain, Brijnesh A1 - Albayrak, Sahin T1 - Gamification in E-Commerce : Tangible vs. Intangible Rewards T2 - Proceedings of the 22nd International Academic Mindtrek Conference : Academic Mindtrek 2018, Tampere Finland, 10.10.2018 - 11.10.2018 N2 - 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. Y1 - 2018 SN - 9781450365895 U6 - https://doi.org/10.1145/3275116.3275126 SP - 11 EP - 19 PB - ACM CY - New York, NY ER -