Location
Hilton Waikoloa Village, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
7-1-2025 12:00 AM
End Date
10-1-2025 12:00 AM
Description
Based on self-determination theory, we analyze if and how challenge-based gamification influences customers’ online shopping behavior in a way that reduces returns. We use structural equation modeling to examine our data from a survey-based online experiment with US online shoppers (n=1010). We show that our gamification approach directly affects return and purchase motivation. In addition, indirect effects are observed through a change in autonomy, competence and relatedness need satisfaction. Furthermore, we conducted regression and moderation analyses with demographic characteristics and the hexad gamification user types scale.
Recommended Citation
Rauh, Caterina; Straubert, Christian; and Sucky, Eric, "Level Up or Game Over in Online Return Management? A Challenge-Based Gamification Approach for Online Fashion Retail" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 2.
https://aisel.aisnet.org/hicss-58/da/gamification/2
Level Up or Game Over in Online Return Management? A Challenge-Based Gamification Approach for Online Fashion Retail
Hilton Waikoloa Village, Hawaii
Based on self-determination theory, we analyze if and how challenge-based gamification influences customers’ online shopping behavior in a way that reduces returns. We use structural equation modeling to examine our data from a survey-based online experiment with US online shoppers (n=1010). We show that our gamification approach directly affects return and purchase motivation. In addition, indirect effects are observed through a change in autonomy, competence and relatedness need satisfaction. Furthermore, we conducted regression and moderation analyses with demographic characteristics and the hexad gamification user types scale.
https://aisel.aisnet.org/hicss-58/da/gamification/2