Effect of platform gamification rewards on user stickiness

Purpose With the development of e-commerce network platforms, platform enterprises have mostly completed the first stage of user accumulation during the start-up period. How to enhance users’ stickiness and stimulate their continual participation in platform business activities through innovation and platform design has become a decisive factor for platform enterprises. To increase the motivation of e-commerce platform users, this paper explores the positive impact of gamified rewards on platform user stickiness by dividing the gamified rewards design into social and functional rewards, and studies the mediating role of self-identification and the moderating role of perceived goal progress and information disclosure. Design/methodology/approach This study applies the “S-O-R” (stimulus–organism–response) model as the theoretical basis for constructing a model of user stickiness for e-commerce platforms and subdivides gamified reward design into social rewards and functional rewards to explore how they affect platform user stickiness and the boundaries of the influencing mechanism. Findings It turns out both types of gamified rewards promote users’ perception of self-identification, which in turn affects the intention to continue using the platform. In addition, platforms with designs about users’ quantified self-behavior – perceived goal progress in the gaming experience can effectively enhance the effectiveness of users’ gamification rewards. Information disclosure moderates the relationship between the two types of gamification design and self-identification. For functional reward designs and social reward designs, information disclosure can improve users’ self-identification and therefore enhance users’ stickiness. Originality/value This study verifies the impact of gamification design on platform user stickiness, confirming the mediating role of self-identification and the moderating role of perceived goal progress and information disclosure, which has theoretical and practical implications for how platform enterprise can maintain user activity in the digital context.