Document Type : Research Paper

Authors

• Sakineh Ebrahimi ¹
• Bagher Asgarnezhad Nouri ²
• Hooshmand Bagheri Garabollagh ³
• Ramin Bashir Khodaparasti ²

¹ Master of Business Administration student, Faculty of Economics and Management, Urmia University, Urmia, Iran

² Associate Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran

³ Assistant Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran

Abstract

اینجا متنی با 249 کلمه ارائه شده است:

Encouraging online consumers to engage in voluntary extra-role behavior, referred to as "consumer citizenship behavior," is critical for organizational performance in modern society. With the increasing adoption of gamification in online environments, consumers are motivated to exhibit behaviors like helping others and providing feedback. This study aims to explore the perceived affordances of gamification (autonomy, engagement, self-expression, and competition) on consumer citizenship behavior, with the mediating role of psychological ownership and the moderating role of consumer personality. The statistical population consisted of users of the gamified Snap platform in e-commerce. Since the exact population size was unknown, the sample size was determined as 384 individuals based on Cochran's formula at a 5% error level, selected through non-random convenience sampling. A standardized questionnaire measured variables. Its validity was assessed using construct, convergent, and discriminant validity, while reliability was evaluated via composite reliability and Cronbach's alpha. Data were analyzed using structural equation modeling with Partial Least Squares (PLS) software. Results indicated that perceived affordances of gamification (autonomy, engagement, self-expression, and competition) significantly and positively impact consumer citizenship behavior. Psychological ownership emerged as a crucial factor influencing this behavior in e-commerce. Furthermore, findings confirmed psychological ownership mediates the relationship between perceived affordances of gamification and consumer citizenship behavior. Lastly, the moderating effect of consumer personality on the relationship between psychological ownership and consumer citizenship behavior was validated.

Keywords

• Gamification
• Gamification affordances
• Consumer Citizenship Behavior
• Psychological Ownership
• Consumer Personality

Main Subjects

• Management approaches in the field of smart