How gamification drives consumer citizenship behaviour: The role of perceived gamification affordances

• Published in: International journal of information management 2022-06, Vol.64, p.102477, Article 102477
• Main Authors: Xu, Jiahong, Du, Helen S., Shen, Kathy Ning, Zhang, Depeng
• Format: Article
• Language: English
• Subjects: Consumer behavior; Consumer citizenship behaviour; Consumers; E-commerce; Gamification; Gamified information systems; Human behavior; Multivariate statistical analysis; Organizational aspects; Perceived gamification affordance; Psychological effects; Psychological ownership
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2022.102477

Encouraging online consumers to perform the voluntary extra-role behaviour, so called “consumer citizenship behaviour”, is crucial to organizational performance in the modern society. With the increasing adoption of gamification in the online environment, consumers are stimulated to perform such citizenship behaviours like recommendations, helping others and feedback. Drawing on the “Affordances-Psychological Outcomes-Behavioural Outcomes” framework and related literature, this study examines the relationships among perceived gamification affordances, psychological ownership and consumer citizenship behaviour. Based on the survey of 387 gamified MiniApps consumers in the e-commerce platforms, structural equation modelling is used to examine the model, and the results support most hypotheses. The research extends our understanding of the direct and indirect effects of perceived gamification affordances on consumer citizenship behaviour, and the mediating role of psychological ownership. •Perceived gamification affordances can generate psychological ownership.•Perceived gamification affordances can affect consumer citizenship behaviour.•Psychological ownership plays a mediating role in the above relationship.•Psychological ownership results in consumer citizenship behaviour.