Promoting Sustainable Consumer Behavior in E-commerce: An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation
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Date
2024-01-03
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4642
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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.
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Human-centricity in a Sustainable Digital Economy, consumer behavior, e-commerce, gamification, product return management, sustainability
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10 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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