Purpose

This study proposes and tests a model to analyse whether achievement, social and immersion motivational affordances embedded in gamified review platforms motivate consumers to altruistically create content in the post-consumption stage.

Design/methodology/approach

We used data from a sample of 343 reviewers and employed SmartPLS to test the research model.

Findings

Findings revealed that, while achievement affordances (i.e. points, levels and badges) have no significant effect, immersion affordances (i.e. avatars) and more especially, social affordances (i.e. receiving helpful votes from readers and having followers) are key for review platforms, as they drive consumers to develop pure, reciprocal and competitive forms of altruism, which, in turn, motivate them to create content.

Research limitations/implications

This study examines the antecedents and consequences of altruistic purpose in the context of gamified review platforms by proposing research questions aimed at eliciting the effects of achievement, social and immersion affordances on altruism, and by providing the first empirical evidence for these paths.

Practical implications

This study provides practical guidance on how review platforms can implement social and immersion affordances to foster altruism and, ultimately, promote user-generated content in the form of comments, photos and videos.

Originality/value

To the best of the authors’ knowledge, the current study is the first to develop a model to predict whether gamification affordances promote forms of altruism that result in user-generated content. The findings will improve practitioners’ strategies by focussing on social and immersion motivational affordances.

中文翻译：

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在游戏化评论平台中鼓励利他主义的用户生成内容

 目的

本研究提出并测试了一个模型，以分析游戏化评论平台中嵌入的成就、社交和沉浸激励能力是否会激励消费者在消费后阶段无私地创建内容。

设计/方法/方法

我们使用了来自 343 名评价员样本的数据，并使用 SmartPLS 来测试研究模型。

 发现

研究结果显示，虽然成就可供性（即积分、等级和徽章）没有显着影响，但沉浸式可供性（即头像），更特别的是，社交可供性（即从读者那里获得有益的投票并拥有追随者）是评论平台的关键，因为它们推动消费者发展纯粹、互惠和竞争性的利他主义形式，这反过来又激励他们创建内容。

研究局限性/影响

本研究通过提出旨在引出成就、社交和沉浸可供性对利他主义的影响的研究问题，并为这些路径提供第一个实证证据，考察了游戏化审查平台背景下利他主义目的的前因和后果。

 实际意义

本研究为评论平台如何实施社交和沉浸式功能以培养利他主义并最终以评论、照片和视频的形式推广用户生成的内容提供了实用指导。

 原创性/价值

据作者所知，目前的研究是第一个开发模型来预测游戏化可供性是否促进利他主义形式，从而产生用户生成的内容。这些发现将通过关注社交和沉浸式动机可供性来改进从业者的策略。