Tagungsbeiträge
Gamification in E-Commerce: Tangible vs. Intangible Rewards
 | Autor | Michael Meder, Till Plumbaum, Aleksander Raczkowski, Brijnesh Jain, Sahin Albayrak |
| Quelle | Proceedings of the 22nd International Academic Mindtrek Conference | |
| Links | BibTeX | Uni-Bibliothek | |
Increasing user participation or changing behavior are key goals when applying gamification. Existing studies in domains such as education, health, and enterprise show that gamification can have a positive impact on meeting these goals. However, there is still a lack of detailed insights into how certain game design elements affect user behavior and motivation. To gain further insight, this paper presents a user study in the field with 20,000 participants of a mobile e-commerce application over a one-month time period to analyze the impact of gamification in the e-commerce domain and to compare the effectiveness of tangible versus intangible rewards. Results show that gamification has a positive impact in the e-commerce domain. The study also reveals that tangible rewards increase the user activity substantially more than intangible rewards. We further show how tangible rewards affect certain user types and provide a first discussion on the lastingness of these rewards. | ||
