Business Intelligence Management Studies

The Impact of Perceived Gamification affordances Consumer Citizenship Behavior: The Mediating Role of Psychological Ownership and the Moderating Role of Consumer Personality

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

https://doi.org/10.22054/ims.2025.84026.2574
Abstract


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
Subjects
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References [In Persian]

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‌ ‌استناد به این مقاله: ابراهیمی، سکینه.، عسگرنژاد نوری، باقر.، باقری قره‌بلاغ، هوشمند.، بشیر، خداپرستی رامین. (1404). تأثیر کارکردهای درک شده بازی‌وارسازی بر رفتار شهروندی مصرف‌کننده: نقش میانجی مالکیت روان‌شناختی و نقش تعدیل‌گر شخصیت مصرف‌کننده، مطالعات مدیریت کسب وکار هوشمند، 14(54)، 45-83. DOI: 10.22054/ims.2025.84026.2574

 Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..

Business Intelligence Management Studies
Volume 14, Issue 54
Autumn 2026
Pages 45-83

  • Receive Date 28 January 2025
  • Revise Date 02 June 2025
  • Accept Date 13 July 2025

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