Level Up or Game Over in Online Return Management? A Challenge-Based Gamification Approach for Online Fashion Retail

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dc.contributor.authorRauh, Caterina
dc.contributor.authorStraubert, Christian
dc.contributor.authorSucky, Eric
dc.date.accessioned2024-12-26T21:05:37Z
dc.date.available2024-12-26T21:05:37Z
dc.date.issued2025-01-07
dc.description.abstractBased 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.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.173
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.otherc2d23213-ebb4-4062-8f73-a86926fa9e3b
dc.identifier.urihttps://hdl.handle.net/10125/109012
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectGamification
dc.subjectgamification, return behavior, user types
dc.titleLevel Up or Game Over in Online Return Management? A Challenge-Based Gamification Approach for Online Fashion Retail
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage1427

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