Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective

Furong Jia, Jie Yu
{"title":"Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective","authors":"Furong Jia, Jie Yu","doi":"10.1108/itp-03-2023-0242","DOIUrl":null,"url":null,"abstract":"PurposeGamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.Design/methodology/approachEmploying affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.FindingsThe research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.Originality/valueThis study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.","PeriodicalId":168000,"journal":{"name":"Information Technology & People","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information Technology & People","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/itp-03-2023-0242","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

PurposeGamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.Design/methodology/approachEmploying affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.FindingsThe research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.Originality/valueThis study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.
从感知价值角度分析电子商务游戏化对推荐接受度的影响
目的游戏化是从业人员为促进有意义的参与和提高建议的接受度而采用的一种战略方法。游戏化的能力(如成就感、自我表现、互动和合作)会催化消费者的重要心理过程,从而导致行为改变。设计/方法/途径我们以承受力理论和感知价值理论为基础,精心设计了一个综合框架,以解决电子商务游戏化的多面性,从而统一该领域的零散知识。研究结果研究表明,游戏化的四种主要能力--成就感、自我表达、互动和合作--极大地丰富了消费者在享乐、功利和社交方面的价值。原创性/价值这项研究提供了一个新的视角,通过这个视角,我们可以看到游戏化能力对游戏化电子商务环境中推荐接受度的影响。它描述了每种能力对消费者感知价值的影响,并强调了塑造游戏化电子商务体验的关键能力。这些见解为旨在完善电子商务游戏化设计和培养更具吸引力的消费者互动的从业人员提供了可行的策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信