Based on behavioral reasoning theory, this study explores both bright-side and dark-side effects of gamification on consumers adoption of gamified recommendation. We conducted a survey of consumers experiencing the gamification of “2021 Double Eleven” shopping festival and collected 357 valid questionnaires. Structural equation modeling method was used to examine our research model. Our empirical results suggest that entertainment and social interaction are positively associated with consumers’ favorable attitude toward gamification, while perceived cost, social anxiety and ambiguity confusion are dark sides of gamification causing more consumer fatigue. Positive consumer attitude was found to significantly affect adoption of purchase recommendation and usage recommendation, which can be moderated by consumer past shopping experience and similar game experience. The results presented here may provide scholars and practitioners with a comprehensive, workable understanding of gamification.
Lu, Jiandong; Chen, Guo; Wang, Xiaolei; and Feng, Yuqiang, "Bright-side and Dark-side Effects of Gamification on Consumers’ Adoption of Gamified Recommendation" (2022). PACIS 2022 Proceedings. 236.
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