@inproceedings{408044c80e1d4535b789b9bd82d88509,
title = "Encouraging the participation in mobile collaborative consumption using gamification design",
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.",
keywords = "Collaborative consumption, Gamification, Mobile app, Mobile technology",
author = "Yicheng Zhang and Phang, {Chee Wei} and Shun Cai and Chenghong Zhang",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing AG 2017.; 14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 ; Conference date: 03-07-2017 Through 06-07-2017",
year = "2017",
doi = "10.1007/978-3-319-58484-3_24",
language = "English",
isbn = "9783319584836",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
pages = "313--322",
editor = "Chuan-Hoo Tan and Nah, {Fiona Fui-Hoon}",
booktitle = "HCI in Business, Government and Organizations",
address = "Germany",
}