Adam, Martin ; Reinelt, Annika ; Roethke, Konstantin (2024)
Gamified monetary reward designs: Offering certain versus chance‐based rewards.
In: Information Systems Journal, 2023, 33 (6)
doi: 10.26083/tuprints-00027191
Artikel, Zweitveröffentlichung, Verlagsversion
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Kurzbeschreibung (Abstract)
To motivate visitors to engage with websites, e‐tailers widely employ monetary rewards (e.g., vouchers, discounts) in their website designs. With advances in user interface technologies, many e‐tailers have started to offer gamified monetary reward designs (MRDs), which require visitors to earn the monetary reward by playing a game, rather than simply claiming the reward. However, little is known about whether and why gamified MRDs engage visitors compared to their non‐gamified counterpart. Even less is known about the effectiveness of gamified MRDs when providing certain or chance‐based rewards, in that visitors do or do not know what reward they will gain for successfully performing in the game. Drawing on cognitive evaluation theory, we investigate gamified MRDs with certain or chance‐based rewards and contrast them to non‐gamified MRDs with certain rewards in user registration systems. Our results from a multi‐method approach encompassing the complementary features of a randomised field experiment (N = 651) and a randomised online experiment (N = 330) demonstrate differential effects of the three investigated MRDs on user registration. Visitors encountering either type of gamified MRD are more likely to register than those encountering a non‐gamified MRD. Moreover, gamified MRDs with chance‐based rewards have the highest likelihood of user registrations. We also show that MRDs have distinct indirect effects on user registration via anticipated experiences of competence and sensation. Overall, the paper offers theoretical insights and practical guidance on how and why gamified MRDs are effective for e‐tailers.
| Typ des Eintrags: | Artikel |
|---|---|
| Erschienen: | 2024 |
| Autor(en): | Adam, Martin ; Reinelt, Annika ; Roethke, Konstantin |
| Art des Eintrags: | Zweitveröffentlichung |
| Titel: | Gamified monetary reward designs: Offering certain versus chance‐based rewards |
| Sprache: | Englisch |
| Publikationsjahr: | 28 Mai 2024 |
| Ort: | Darmstadt |
| Publikationsdatum der Erstveröffentlichung: | November 2023 |
| Ort der Erstveröffentlichung: | Oxford |
| Verlag: | Wiley-Blackwell |
| Titel der Zeitschrift, Zeitung oder Schriftenreihe: | Information Systems Journal |
| Jahrgang/Volume einer Zeitschrift: | 33 |
| (Heft-)Nummer: | 6 |
| DOI: | 10.26083/tuprints-00027191 |
| URL / URN: | https://tuprints.ulb.tu-darmstadt.de/27191 |
| Zugehörige Links: | |
| Herkunft: | Zweitveröffentlichung DeepGreen |
| Kurzbeschreibung (Abstract): | To motivate visitors to engage with websites, e‐tailers widely employ monetary rewards (e.g., vouchers, discounts) in their website designs. With advances in user interface technologies, many e‐tailers have started to offer gamified monetary reward designs (MRDs), which require visitors to earn the monetary reward by playing a game, rather than simply claiming the reward. However, little is known about whether and why gamified MRDs engage visitors compared to their non‐gamified counterpart. Even less is known about the effectiveness of gamified MRDs when providing certain or chance‐based rewards, in that visitors do or do not know what reward they will gain for successfully performing in the game. Drawing on cognitive evaluation theory, we investigate gamified MRDs with certain or chance‐based rewards and contrast them to non‐gamified MRDs with certain rewards in user registration systems. Our results from a multi‐method approach encompassing the complementary features of a randomised field experiment (N = 651) and a randomised online experiment (N = 330) demonstrate differential effects of the three investigated MRDs on user registration. Visitors encountering either type of gamified MRD are more likely to register than those encountering a non‐gamified MRD. Moreover, gamified MRDs with chance‐based rewards have the highest likelihood of user registrations. We also show that MRDs have distinct indirect effects on user registration via anticipated experiences of competence and sensation. Overall, the paper offers theoretical insights and practical guidance on how and why gamified MRDs are effective for e‐tailers. |
| Freie Schlagworte: | cognitive evaluation theory, experiment, gamblification, gamification, monetary reward design |
| Status: | Verlagsversion |
| URN: | urn:nbn:de:tuda-tuprints-271913 |
| 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: | 28 Mai 2024 12:14 |
| Letzte Änderung: | 03 Jun 2024 10:54 |
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| Suche nach Titel in: | TUfind oder in Google |
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- Gamified monetary reward designs: Offering certain versus chance‐based rewards. (deposited 28 Mai 2024 12:14) [Gegenwärtig angezeigt]
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