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Promoting Sustainable Consumer Behavior in E-commerce : An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation
Rauh, Caterina; Straubert, Christian; Sucky, Eric (2024): Promoting Sustainable Consumer Behavior in E-commerce : An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation, in: Proceedings of the 57th Hawaii International Conference on System Sciences 2024, Bamberg: Otto-Friedrich-Universität, S. 4642–4651.
Faculty/Chair:
Author:
Title of the compilation:
Proceedings of the 57th Hawaii International Conference on System Sciences 2024
Publisher Information:
Year of publication:
2024
Pages:
Source/Other editions:
Rauh, Caterina; Straubert, Christian; Sucky, Eric (2024): Promoting Sustainable Consumer Behavior in E-commerce : An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation. In: Proceedings of the 57th Hawaii International Conference on System Sciences 2024. Honolulu, HI: Department of IT Management, Shidler College of Business, University of Hawaii. S. 4642–4651.
Year of first publication:
2024
Language:
English
Abstract:
An increasing number of product returns accompanies growing e-commerce sales, and is a major burden for companies but also for the environment. This paper analyzes the effect of gamification on return motivation (RM) and purchase motivation (PM). Drawing on self-determination theory by Deci & Ryan (1985), we designed a consumer-centric gamification scenario to investigate whether gamification can influence return motivation in terms of sustainability. Furthermore, we elaborate participants’ autonomy (A), competence (C), and relatedness (R) need satisfaction through gamification. A survey-based online experiment with online shoppers from the U.S. (n=973) is analyzed using a structural equation model (SEM). Among other results, we show that gamification has a strong direct effect on return motivation. We conclude that gamification acts as extrinsic motivation. Our results indicate that gamification is a promising tool to sensitize consumers for sustainable online shopping behavior.
GND Keywords: ; ; ;
Electronic Commerce
Retoure
Verbraucherverhalten
Gamification
Keywords: ; ; ; ;
e-commerce
sustainability
product return management
gamification
consumer behavior
DDC Classification:
RVK Classification:
Peer Reviewed:
Yes:
International Distribution:
Yes:
Open Access Journal:
Yes:
Type:
Conferenceobject
Activation date:
August 13, 2024
Permalink
https://fis.uni-bamberg.de/handle/uniba/96464