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Social gamification affordances in the green IT services: perspectives from recognition and social overload

Jialiang Huang (School of Management, Guangzhou University, Guangzhou, China)
Liyun Zhou (College of Economics and Management, South China Agricultural University, Guangzhou, China)

Internet Research

ISSN: 1066-2243

Article publication date: 20 November 2020

Issue publication date: 10 March 2021




Recently, both practitioners and researchers are beginning to recognize the great potential of social gamification in green information technology (IT) services. This study focuses on the roles of three social gamification affordances (interactivity, cooperation and competition) in gamified green IT services use, from the perspectives of recognition and social overload.


An online survey is conducted to examine the research model using structural equation modeling with users of Ant Forest, which is an example of green IT services in China.


Results indicate that interactivity, cooperation and competition can positively affect recognition, which further positively affects green IT services use; however, interactivity and cooperation can increase social overload, which negatively affects green IT services use.


This study provides new insights into the effects of social gamification affordances in green IT services by investigating the effects of interactivity, cooperation and competition on recognition and social overload. In addition, this study highlights the positive effect of recognition and negative effect of social overload on gamified green IT services use, extending the literature reviews surrounding gamified services use.



This work was supported by the project of the National Natural Science Foundation of China (72002053),the Humanities and Social Science Fund of Ministry of Education of China (18YJCZH055; 18YJCZH144; 19YJCZH278), the National Natural Science Foundation of China (71901075; 71803051), Guangdong Planning office of Philosophy and Social Science in 2017 (GD17XGL14) and the Natural Science Foundation of Guangdong Province (2018A030310218).Declarations of interest: none


Huang, J. and Zhou, L. (2021), "Social gamification affordances in the green IT services: perspectives from recognition and social overload", Internet Research, Vol. 31 No. 2, pp. 737-761.



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