Encouraging the participation in mobile collaborative consumption using gamification design

Yicheng Zhang, Chee Wei Phang, Shun Cai, Chenghong Zhang

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)

Abstract

Mobile technologies may facilitate collaborative consumption among strangers that can help merchants “attract customers through customers” beyond close relational boundary. To leverage on this opportunity, it is important to understand what may motivate consumers to participate in such collaborative consumptions when they do not know each other, given that embarrassment of interacting with strangers may inhibit one from doing so. In this study, we propose that the use of a gamification strategy can increase consumer response to a mobile collaborative consumption offer. Through conducting a field experiment, we show that when asked to invite a nearby stranger to enjoy a group discount together, a gamification design whereby the group discount is randomly split between participants can promote the consumer likelihood to do so, compared to the typical design of equal splitting of the discount (pure economic gains). Similarly, the acceptance rate of invitation from a stranger was also enhanced with a gamification design.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations
Subtitle of host publicationSupporting Business - 4th International Conference, HCIBGO 2017 Held as Part of HCI International 2017, Proceedings
EditorsChuan-Hoo Tan, Fiona Fui-Hoon Nah
PublisherSpringer Verlag
Pages313-322
Number of pages10
ISBN (Print)9783319584836
DOIs
Publication statusPublished - 2017
Externally publishedYes
Event14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 - Espoo, Finland
Duration: 3 Jul 20176 Jul 2017

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10294 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017
Country/TerritoryFinland
CityEspoo
Period3/07/176/07/17

Keywords

  • Collaborative consumption
  • Gamification
  • Mobile app
  • Mobile technology

ASJC Scopus subject areas

  • Theoretical Computer Science
  • General Computer Science

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