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| The Impact of the Gamification Design of Platform Enterprises on Users’ Continuous Usage Behavior |
| MOU Yupeng，CAO Yuji，ZHANG Hui |
| 1. China University of Mining and Technology, Xuzhou, Jiangsu, China;2. Hubei Engineering University, Xiaogan, Hubei, China; 3. Research Center of Hubei Micro & Small Enterprise Development, Xiaogan, Hubei, China |
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Abstract A influence model for gamification openness, sociability characteristics and users’ continuous use behaviors under the perspective of platform ecosystem according to the social identity theory. Besides, the driving mechanism of openness and sociability characteristics on virtual identity is also investigated from the perspective of objective management. Social E-commerce gamification platforms are selected as the research context and questionnaires are adopted to find that openness and social characteristics can promote the formation of users’ virtual identities effectively and drive continuous use behaviors of users. In addition, target clarity in gamification design can effectively intensify the generation of virtual identities, but the quantification of self-goal orientation will weaken the continuous usage behaviors of users.
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Received: 11 May 2022
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