Promoting Sustainable Consumer Behavior in E-commerce: An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation

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dc.contributor.authorRauh, Caterina
dc.contributor.authorStraubert, Christian
dc.contributor.authorSucky, Eric
dc.date.accessioned2023-12-26T18:44:33Z
dc.date.available2023-12-26T18:44:33Z
dc.date.issued2024-01-03
dc.identifier.doihttps://doi.org/10.24251/HICSS.2024.557
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.othera9fae1a6-4744-4a1d-b159-fcdfee7850e7
dc.identifier.urihttps://hdl.handle.net/10125/106942
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th 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.subjectHuman-centricity in a Sustainable Digital Economy
dc.subjectconsumer behavior
dc.subjecte-commerce
dc.subjectgamification
dc.subjectproduct return management
dc.subjectsustainability
dc.titlePromoting Sustainable Consumer Behavior in E-commerce: An Empirical Study on the Influence of Gamification on Consumers’ Return Motivation
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractAn 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.
dcterms.extent10 pages
prism.startingpage4642

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