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- W4313225013 abstract "The development of the Internet has led to new forms of integration of gamification and environmental protection and has become a new perspective for exploring the emergence of green consumer behavior. In particular, gamification participation motivation has a growing influence on consumers’ green consumption behavior, and the magnitude of gamification participation motivation is transmitted to consumers’ green consumption behavior through their continuity of use. We choose Ant Forest as the research scenario of the integration of green consumption and gamification in China and try to explore the mechanism of the interaction between gamification participation motivation, continuity of use, and green consumption behavior from the perspective of green consumption. This paper tests the hypotheses through empirical research methods and structural equation modeling. The findings show that enjoyment motivation, social motivation, and achievement motivation positively influence consumers’ continuity of use; continuity of use positively influences consumers’ green consumption behavior; and the sense of environmental indebtedness plays a moderating role in the relationship between continuity of use and green consumption behavior." @default.
- W4313225013 created "2023-01-06" @default.
- W4313225013 creator A5020409571 @default.
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- W4313225013 date "2022-12-28" @default.
- W4313225013 modified "2023-10-01" @default.
- W4313225013 title "The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest" @default.
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- W4313225013 doi "https://doi.org/10.3390/su15010512" @default.
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