The 'Gamification' of E- Commerce App Media in the Process of Humanistic Transformation-- Taking 'Taobao' App as an Example

Abstract

In the era of media convergence, the shift from instrumentalism to humanism in digital media is evident, with gamification emerging as a distinct representation of this transformation. This trend, driven by a human desire for more immersive and sensory-rich media experiences, is particularly pronounced in e-commerce apps, as exemplified by the success of the Taobao app's gamification strategies. The positive market response to Taobao's gamification illustrates its effectiveness in meeting users' personalized needs, empowering them to actively choose and shape their content consumption. This shift transforms media from a mere tool to a multifaceted entity, connecting with human emotions and acting as a compassionate extension of the user. Moreover, gamification proves instrumental in fostering a participatory economy, emphasizing the value of user communities and generating social capital. The Taobao app's integration of gamification not only increases user loyalty but also enhances their ability to contribute value to the platform, establishing a mutually beneficial economic model. As gamification continues to influence media culture, its sustainable development in a fast-paced environment necessitates ongoing industry dedication. The success of gamification, particularly in e-commerce applications, highlights its pivotal role in shaping the evolving landscape of digital media toward a more human-centric experience.