PACIS 2020 Proceedings


Based on the theory of psychological ownership and gamification affordance, this research developed a research model to investigate the relationship among gamification affordances, psychological ownership, and consumer citizenship behaviors. A survey was conducted to test the proposed model. The structural equation modeling was used to examine the hypotheses. Result demonstrates that psychological ownership is a significant factor affecting consumer citizenship behaviors in the e-commerce setting. The findings also confirmed the mediating effect of psychological ownership between gamification affordances and consumer citizenship behaviors. As such, gamified e-commerce can stimulate consumer citizenship behaviors by providing gamification affordances to foster psychological ownership. This research also offers implications from the theoretical and practical perspective.



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