Gamified monetary reward designs: Offering certain versus chance-based rewards

IF 6.5 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Martin Adam, Annika Reinelt, Konstantin Roethke
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引用次数: 1

Abstract

To motivate visitors to engage with websites, e-tailers widely employ monetary rewards (e.g., vouchers, discounts) in their website designs. With advances in user interface technologies, many e-tailers have started to offer gamified monetary reward designs (MRDs), which require visitors to earn the monetary reward by playing a game, rather than simply claiming the reward. However, little is known about whether and why gamified MRDs engage visitors compared to their non-gamified counterpart. Even less is known about the effectiveness of gamified MRDs when providing certain or chance-based rewards, in that visitors do or do not know what reward they will gain for successfully performing in the game. Drawing on cognitive evaluation theory, we investigate gamified MRDs with certain or chance-based rewards and contrast them to non-gamified MRDs with certain rewards in user registration systems. Our results from a multi-method approach encompassing the complementary features of a randomised field experiment (N = 651) and a randomised online experiment (N = 330) demonstrate differential effects of the three investigated MRDs on user registration. Visitors encountering either type of gamified MRD are more likely to register than those encountering a non-gamified MRD. Moreover, gamified MRDs with chance-based rewards have the highest likelihood of user registrations. We also show that MRDs have distinct indirect effects on user registration via anticipated experiences of competence and sensation. Overall, the paper offers theoretical insights and practical guidance on how and why gamified MRDs are effective for e-tailers.

Abstract Image

游戏化货币奖励设计:提供特定奖励与基于机会的奖励
为了激励访问者参与网站,电子裁缝在其网站设计中广泛使用金钱奖励(如代金券、折扣)。随着用户界面技术的进步,许多电子零售商已经开始提供游戏化的金钱奖励设计(MRD),要求访问者通过玩游戏来获得金钱奖励,而不是简单地索要奖励。然而,与非游戏化的MRD相比,游戏化MRD是否以及为什么会吸引游客,目前还知之甚少。对于游戏化MRD在提供特定或基于机会的奖励时的有效性,我们知之甚少,因为访问者知道或不知道他们在游戏中成功表现会获得什么奖励。根据认知评估理论,我们研究了具有特定或基于机会的奖励的游戏化MRD,并将其与用户注册系统中具有特定奖励的非游戏化MRD。我们的结果来自多方法方法,包括随机现场实验的互补特征(N = 651)和一项随机在线实验(N = 330)展示了所研究的三个MRD对用户注册的不同影响。遇到任何一种游戏化MRD的游客都比遇到非游戏化MRD的游客更有可能注册。此外,具有基于机会的奖励的游戏化MRD具有最高的用户注册可能性。我们还表明,MRD通过预期的能力和感觉体验对用户注册具有明显的间接影响。总的来说,该论文为游戏化MRD如何以及为什么对电子零售商有效提供了理论见解和实践指导。
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来源期刊
Information Systems Journal
Information Systems Journal INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
14.60
自引率
7.80%
发文量
44
期刊介绍: The Information Systems Journal (ISJ) is an international journal promoting the study of, and interest in, information systems. Articles are welcome on research, practice, experience, current issues and debates. The ISJ encourages submissions that reflect the wide and interdisciplinary nature of the subject and articles that integrate technological disciplines with social, contextual and management issues, based on research using appropriate research methods.The ISJ has particularly built its reputation by publishing qualitative research and it continues to welcome such papers. Quantitative research papers are also welcome but they need to emphasise the context of the research and the theoretical and practical implications of their findings.The ISJ does not publish purely technical papers.
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