Abstract
With the explosive development of online information, attracting people to participate in online business activities has become a practical challenge which is needed to be solved. Gamification is one of the effective ways to solve this problem. However, there is still a lack of systematic understanding and effective use of gamification due to the diversity of gamification features. More importantly, most classification methods for gamification features cannot provide guidance for practices of online business. Designers and managers of online business are facing the challenge of applying gamification features to engage their users. Therefore, in this study, a new model (SMART) has been put forward to categorize gamification features by reviewing the prior literature. Each feature of the SMART Model has been further analyzed based on a case study of a successful gamified online trading platform (Xian-Yu) in China. This study provides a practical reference for the adoption of gamification in online commerce.
Highlights
In the coronavirus epidemic today, the importance of online business is increasingly highlighted (Ahani & Nilashi, 2020)
Other respondents have negative views towards the bullet screen and they have even refused to watch the Xian-Yu live webcasts due to the bullet screen. This shows that not all of the gamification mechanics play a positive role in motivating the users
The successful operation of Xian-Yu was used as an example to illustrate the application of SMART model and its effects
Summary
In the coronavirus epidemic today, the importance of online business is increasingly highlighted (Ahani & Nilashi, 2020). Gartner (2012) pointed out that 80% of the companies that use gamification have failed in their attempts. This is mainly due to a lack of systematic understanding and effective use of gamification (Robson et al, 2015). None of the existing models are specific to online commerce (Fu et al, 2020; Tung et al, 2019). This study intends to fill out the gaps mentioned above by analyzing five categories of gamification features based on the case study of Xian-Yu that represents a successful gamified online trading platform in China. We use the case study of Xian-Yu platform to explain how SMART model gamifies online business. The last section makes a conclusion of this study and points out the theoretical contributions and practical implications
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