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Gamification in E-Commerce : Tangible vs. Intangible Rewards

  • 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.

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Metadaten
Author:Michael Meder, Till Plumbaum, Aleksander Raczkowski, Brijnesh JainORCiD, Sahin Albayrak
DOI:https://doi.org/10.1145/3275116.3275126
ISBN:9781450365895
Parent Title (English):Proceedings of the 22nd International Academic Mindtrek Conference : Academic Mindtrek 2018, Tampere Finland, 10.10.2018 - 11.10.2018
Publisher:ACM
Place of publication:New York, NY
Document Type:conference proceeding (article)
Language:English
Year of first Publication:2018
Release Date:2022/07/20
First Page:11
Last Page:19
Institutes:Fakultät Informatik und Mathematik
Begutachtungsstatus:peer-reviewed
Publication:Externe Publikationen
research focus:Digitalisierung
Licence (German):Keine Lizenz - Es gilt das deutsche Urheberrecht: § 53 UrhG
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