Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)

Research on the Influence of Gamification Affordance on Consumers’ Willingness to Continue to Participate

Authors
Deyi Cai1, *
1School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China
*Corresponding author. Email: 1606684651@qq.com
Corresponding Author
Deyi Cai
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-056-5_125How to use a DOI?
Keywords
Gamification Affordance; Self-Determination Theory; Flow Experience; Willingness to Continue to Participate
Abstract

Based on self-determination theory, this study empirically studies the mechanism of gamification affordance in virtual corporate social responsibility (CSR) activities affecting consumers’ willingness to continue to participate. There is a significant positive impact; the second is that gamification affordance affects consumers’ willingness to continue to participate through the mediating effect of flow experience.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
29 December 2022
ISBN
978-94-6463-056-5
ISSN
2589-4900
DOI
10.2991/978-94-6463-056-5_125How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Deyi Cai
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Influence of Gamification Affordance on Consumers’ Willingness to Continue to Participate
BT  - Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
PB  - Atlantis Press
SP  - 867
EP  - 873
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-056-5_125
DO  - 10.2991/978-94-6463-056-5_125
ID  - Cai2022
ER  -