The Effect of Gamification on Individual Behavior towards Gamified Public Welfare Activities on Social Media

Abstract

At present, Internet public welfare activities have attracted much attention, and an increasing number of people are participating in this new public welfare activities. Different from the former public welfare activities on social media, those emerging activities combine gamified elements which has not been studied before. Based on the SOR model, this paper illustrated from individual behaviors towards gamified public welfare activities and saw how the gamification affect participation on gamified public welfare activities. A quantitative method, survey was used in this study. The hypotheses were tested and the research question was answered. From the results, the perceived gamification was tested to have a strong relationship with individual participation in public welfare activities.