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Gamification is a strategic approach employed by practitioners to foster meaningful engagement and enhance the acceptance of recommendations. Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.

Employing affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.

The research reveals that the four principal affordances of gamification – achievement, self-expression, interaction, and cooperation – significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.

This study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.

The present study aims to synthesize and conceptualize, through a systematic literature review (SLR), the current state of gamification knowledge in the tourism and hospitality (T&H) sector, providing a roadmap for future research recommendations for service research and practice.

The research is based on a systematic literature review and adopts a systematic quantitative approach to summarize existing evidence on gamification usage in the T&H sector, focusing on relevant service literature on gamification. The authors analyze 36 papers published between 2011 and 2019.

The authors synthesize existing knowledge into five themes describing gamification's role in T&H (Edutainment, Sustainable behavior, Engagement factors, Service provider-generated content and User-generated reviews). Then, a cross-analysis of the five themes reveals the pivotal elements (affordances, behavioral and psychological outcomes, and benefits) generated by gamification mechanics in T&H, simultaneously highlighting potential implications and relevant insights for service literature. The review identifies critical issues affecting gamification research and provides a future research agenda, considering opportunities for T&H and service research.

The study provides the first SLR investigating gamification in T&H. The findings present potential implications and relevant insights for T&H contributing to the construction of a more holistic understanding of gamification adoption in service research.

A growing body of research finds that gig economy platforms use gamification to enhance managerial control. Focusing on technologically mediated forms of gamification, this literature reveals how platforms mobilize gig workers’ work effort by making the labour process resemble a game. This chapter contends that this tech-centric scholarship fails to fully capture the historical continuities between contemporary and much older occurrences of game-playing at work. Informed by interviews and participatory observations at two food delivery platforms in Amsterdam, I document how these platforms’ piece wage system gives rise to a workplace dynamic in which severely underpaid delivery couriers continuously employ game strategies to maximize their gig income. Reminiscent of observations from the early shop floor ethnographies of the manufacturing industry, I show that the game of gig income maximization operates as an indirect modality of control by (re)aligning the interests of couriers with the interests of capital and by individualizing and depoliticizing couriers’ overall low wage level. I argue that the new, algorithmic technologies expand and intensify the much older forms of gamified control by infusing the organizational activities of shift and task allocation with the logic of the piece wage game and by increasing the possibilities for interaction, direct feedback and immersion. My study contributes to the literature on gamification in the gig economy by interweaving it with the classic observations derived from the manufacturing industry and by developing a conceptualization of gamification in which both capital and labour exercise agency.

The purpose of this paper is to evaluate the impacts of using gamification techniques to improve transparency of production assignments and worker performance and to increase the engagement of construction workers.

The research strategy is based on design science research. A web tool called Gamified Construction Project System was designed, implemented and evaluated through empirical studies.

The effectiveness of game mechanics used in the GamifiedSystem, such as the point system, the badge, the leaderboard and the feedbacks loops, improved the communication of weekly tasks, rules and policies through better information transparency; the system also motivated the workers to be more engaged and to improve their performance to win the game.

The main contribution of this study is the incorporation of gamification techniques in the visual management construction field and the adherence of the workforce to production tasks and rules.

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date research topic that has attracted the attention of many researchers in recent years. As one of the main goals of marketing is to increase customer engagement and loyalty by persuading and motivating them to participate, the gamification has a great potential for e-marketing. Although much research has been done on the gamification subject in e-marketing, there has not yet been a comprehensive review of these studies. This paper aims to provide a comprehensive overview of the scientific and practical research on gamification applied to e-marketing using the systematic mapping study methodology.

Because considerable research has been devoted to gamification since 2011, and the number of papers published in this area has grown steadily from 2011, the paper reviews the publications over the period 2011-2018. The research method includes developing research questions, designing the research process and filtering the findings based on the specified criteria.

The findings of this study show the main applications of gamification in e-marketing, the technologies used and the proven benefits of applying this technique in e-marketing. It also provides a classification of the studies in this area.

This paper helps other researchers to understand the main areas of research in gamification within the marketing discipline and enables them to find the fields needed for future studies.

The proposed classification can give a comprehensive overview of the scientific and practical actions taken on gamification applied to e-marketing for academics and practitioners. It also enables the readers to find main areas of research and motivates them to apply gamification in e-marketing.

This paper aims to show how an illegal repository of literature, the Z-library, relates to and influences its users and how this relation is unique due to the illegal nature of the platform. The paper utilizes the idea of gamification to exemplify how to motivate users to contribute to a large shadow library in order to create the “world's largest e-book library,” sans “librarians.”

The study makes use of an ethnographic approach. It interrogates the functions of the website through intensive use—a close reading of sorts. The data provide a foundation for illustrating how illegal text repositories function at a surface level and how their design appeals to their user-base.

The paper provides a thorough and non-biased overview of how a “black open access” or “shadow library” site provides its users with pirated literature. It suggests that the lynchpin sustaining their functionality is a gamification of piracy designed to motivate a fragmented collective of individuals who work primarily for personal reward, rather than altruistic goals.

Due to the design of the study, the findings are not universal or applicable to all illegal repositories of text. Readers and researchers are encouraged to apply the concept introduced here to other cases.

This paper includes implication on the perception of literature piracy, how pirated literature is distributed and who performs the labor required to sustain illicit text repositories.

This paper provides a novel conceptual basis to study literature piracy.

The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM).

The author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification.

This study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content.

This study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels.

To the best of the author’s knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.

This study aims to analyze the construction of gamification service in university libraries in China and to help university libraries improve service and user experience.

This study took 147 university libraries in China as research object, analyzed the gamification services announced by these libraries on official websites, Weibo, WeChat and other platforms during the period from July 1, 2021 to August 20, 2022, and investigated the gamification services from the four aspects of functions, forms, game elements and mechanisms.

The results show that the gamification service of university library in China is often used in the popularization of scientific and cultural knowledge, information literacy education, reading promotion, library service promotion and library entrance education. Questions and answers, points contests, passing the game level and treasure hunting are common forms of games. At the same time, many gamification services combine game elements such as points, leaderboards and grades with the game mechanism to enhance readers’ participation.

This study investigates gamification services of university libraries in China and provides suggestions for optimizing gamification services, which can provide reference for libraries in China and other countries.

The purpose of this study is to explore the relationship of gamification design elements on social play habit and we-intention to continue playing in a mobile multiplayer game context. The study further intends to reveal the mediating role of social play habit in the relationship between gamification design elements and we-intention to continue playing.

The proposed model was empirically evaluated using survey data collected from 292 PUBG users based in Malaysia. PLS-SEM analysis was used to assess the model since it includes formative and reflective constructs.

The results indicated that gamification design elements significantly affect social play habit in a positive direction. In the simultaneous condition, social play habit also significantly affects the we-intention to continue playing the mobile multiplayer game. However, these three elements of gamification design did not significantly affect the formation of we-intention to continue playing in the context of mobile multiplayer games. Notably, social play habit was found to fully mediate the relationships between immersive-related interaction, achievement-related interaction, social-related interaction and we-intention to continue playing.

This study highlights the importance of social play habits as a factor linking the relationship between gamification design elements and we-intention to continue playing. In addition, this study also provides significant insights for the game creators to emphasise the gamification design elements so that the sustainability of the game can be secured from the perspective of retaining the current users through the social play habit element.

The study is noteworthy because it is the first attempt to use gamification design elements to explain how social play habit affect the formation of we-intention to continue playing in the setting of a mobile multiplayer game environment. In addition, the findings may add to the body of knowledge in the field of gamification theory.