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.
Xu, Jiahong; Du, Helen S.; and Shen, Kathy Ning, "From Players to Citizens: Gamification in the E-commerce Context" (2020). PACIS 2020 Proceedings. 233.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.