How gamification drives consumer citizenship behaviour: The role of perceived gamification affordances

Jiahong Xu, Helen S. Du, Kathy Ning Shen, Depeng Zhang

Research output: Contribution to journalArticlepeer-review

57 Citations (Scopus)


Encouraging online consumers to perform the voluntary extra-role behaviour, so called “consumer citizenship behaviour”, is crucial to organizational performance in the modern society. With the increasing adoption of gamification in the online environment, consumers are stimulated to perform such citizenship behaviours like recommendations, helping others and feedback. Drawing on the “Affordances-Psychological Outcomes-Behavioural Outcomes” framework and related literature, this study examines the relationships among perceived gamification affordances, psychological ownership and consumer citizenship behaviour. Based on the survey of 387 gamified MiniApps consumers in the e-commerce platforms, structural equation modelling is used to examine the model, and the results support most hypotheses. The research extends our understanding of the direct and indirect effects of perceived gamification affordances on consumer citizenship behaviour, and the mediating role of psychological ownership.

Original languageEnglish
Article number102477
JournalInternational Journal of Information Management
Publication statusPublished - Jun 2022
Externally publishedYes


  • Consumer citizenship behaviour
  • E-commerce
  • Gamified information systems
  • Perceived gamification affordance
  • Psychological ownership

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Computer Networks and Communications
  • Marketing
  • Information Systems and Management
  • Library and Information Sciences
  • Artificial Intelligence


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