Rauh, CaterinaCaterinaRauh0000-0002-3258-6590Straubert, ChristianChristianStraubert0000-0003-0342-1524Sucky, EricEricSucky0000-0001-6197-44802025-07-152025-07-152025978-0-9981331-8-8https://fis.uni-bamberg.de/handle/uniba/109096Based on self-determination theory, we analyze if and how challenge-based gamification influences customers’ online shopping behavior in a way that reduces returns. We use structural equation modeling to examine our data from a survey-based online experiment with US online shoppers (n=1010). We show that our gamification approach directly affects return and purchase motivation. In addition, indirect effects are observed through a change in autonomy, competence and relatedness need satisfaction. Furthermore, we conducted regression and moderation analyses with demographic characteristics and the hexad gamification user types scale.engChallenge-based gamificationhexad scale user typesreturn behavior650conferenceobjecthttps://hdl.handle.net/10125/109012