The Impact of e-Commerce Platform Reward Design on Users’ Willingness to Continue Using

DOI

10.2991/978-94-6463-210-1_35How to use a DOI?

Keywords

Clear self-concept; Self-quantification; continuance use intention; Gamification

Abstract

In the rapidly developing market environment, how to retain users has become the core demand of e-commerce platforms. This article takes Ant Forest and Duoduo Orchard as examples to conduct empirical research: explore the impact of game-based reward design on users’ willingness to continue using social e-commerce platforms with clear self-concept, and provide suggestions for the development of the platform. The research results show that both social and functional rewards positively affect user satisfaction, but the impact path is different under the mediation of social exposure and goal completion process.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jing Zhao
AU  - XueDong Chen
PY  - 2023
DA  - 2023/07/25
TI  - The Impact of e-Commerce Platform Reward Design on Users’ Willingness to Continue Using
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 273
EP  - 277
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_35
DO  - 10.2991/978-94-6463-210-1_35
ID  - Zhao2023
ER  -