Adam, Martin ; Roethke, Konstantin ; Benlian, Alexander (2024)
Gamblified digital product offerings: an experimental study of loot box menu designs.
In: Electronic Markets : The International Journal on Networked Business, 2022, 32 (2)
doi: 10.26083/tuprints-00023501
Artikel, Zweitveröffentlichung, Verlagsversion
Kurzbeschreibung (Abstract)
To augment traditional monetization strategies, digital platform providers increasingly draw on gamblification (i.e., the use of gambling design elements). By means of gambling design elements (e.g., lottery tickets, scratch cards, loot boxes), platform providers do not only entertain users but also incentivize them to purchase digital products. Yet, despite the increasing prevalence of gamblified digital platforms, little is known about how gamblification influences user purchase behaviors. Drawing on prospect theory, we investigate gamblification in the form of loot box menu designs and the associated effects of uncertainty, loss experience and behavioral control on user purchase behavior. Specifically, we conducted a contest-based online experiment with 159 participants, finding that platform providers can profit from offering loot boxes with certain (vs. uncertain) rewards in loot box menus. Furthermore, this effect intensifies when participants previously experienced a loss and decreases when they perceive to have more control over the result. Thus, our findings provide theoretical and practical insights for a better understanding of gamblification in general and of loot box menu designs for enhancing digital business models in particular.
Typ des Eintrags: | Artikel |
---|---|
Erschienen: | 2024 |
Autor(en): | Adam, Martin ; Roethke, Konstantin ; Benlian, Alexander |
Art des Eintrags: | Zweitveröffentlichung |
Titel: | Gamblified digital product offerings: an experimental study of loot box menu designs |
Sprache: | Englisch |
Publikationsjahr: | 26 März 2024 |
Ort: | Darmstadt |
Publikationsdatum der Erstveröffentlichung: | Juni 2022 |
Ort der Erstveröffentlichung: | Berlin ; Heidelberg |
Verlag: | Springer |
Titel der Zeitschrift, Zeitung oder Schriftenreihe: | Electronic Markets : The International Journal on Networked Business |
Jahrgang/Volume einer Zeitschrift: | 32 |
(Heft-)Nummer: | 2 |
DOI: | 10.26083/tuprints-00023501 |
URL / URN: | https://tuprints.ulb.tu-darmstadt.de/23501 |
Zugehörige Links: | |
Herkunft: | Zweitveröffentlichung DeepGreen |
Kurzbeschreibung (Abstract): | To augment traditional monetization strategies, digital platform providers increasingly draw on gamblification (i.e., the use of gambling design elements). By means of gambling design elements (e.g., lottery tickets, scratch cards, loot boxes), platform providers do not only entertain users but also incentivize them to purchase digital products. Yet, despite the increasing prevalence of gamblified digital platforms, little is known about how gamblification influences user purchase behaviors. Drawing on prospect theory, we investigate gamblification in the form of loot box menu designs and the associated effects of uncertainty, loss experience and behavioral control on user purchase behavior. Specifically, we conducted a contest-based online experiment with 159 participants, finding that platform providers can profit from offering loot boxes with certain (vs. uncertain) rewards in loot box menus. Furthermore, this effect intensifies when participants previously experienced a loss and decreases when they perceive to have more control over the result. Thus, our findings provide theoretical and practical insights for a better understanding of gamblification in general and of loot box menu designs for enhancing digital business models in particular. |
Freie Schlagworte: | Gamblification, Gambling, Gamification, Digital business models, Loot box, Prospect theory |
Status: | Verlagsversion |
URN: | urn:nbn:de:tuda-tuprints-235016 |
Zusätzliche Informationen: | JEL Classification: C91 • D91 • M38 |
Sachgruppe der Dewey Dezimalklassifikatin (DDC): | 000 Allgemeines, Informatik, Informationswissenschaft > 004 Informatik 300 Sozialwissenschaften > 330 Wirtschaft |
Fachbereich(e)/-gebiet(e): | 01 Fachbereich Rechts- und Wirtschaftswissenschaften 01 Fachbereich Rechts- und Wirtschaftswissenschaften > Betriebswirtschaftliche Fachgebiete 01 Fachbereich Rechts- und Wirtschaftswissenschaften > Betriebswirtschaftliche Fachgebiete > Fachgebiet Information Systems & E-Services |
Hinterlegungsdatum: | 26 Mär 2024 14:16 |
Letzte Änderung: | 15 Apr 2024 09:58 |
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