eCommons

 

GAMIFYING PROSOCIAL GOALS: THE ROLE OF COMPETITIVE AND COOPERATIVE DYNAMICS

Other Titles

Author(s)

Abstract

Extensive research has explored the impact of social interactions, namely competition and cooperation, on goal pursuit. However, there is a dearth of studies examining these dynamics within the context of prosocial goal settings. Addressing this gap, we investigated the influence of gamified interactions on individuals' pursuit of prosocial goals, as well as their enjoyment and overall well-being. Our research involved two correlational studies: one with 499 users across 116 apps, and another with 440 users of Alipay Ant Forest. Surprisingly, in the prosocial goal setting, characterized by cooperative and altruistic intentions, competition emerged as a significant positive and dominant predictor across almost all examined variables, while cooperation displayed more varied effects. Additionally, the findings from Study 2 underscore the distinction between perceived competition/cooperation and actual competitive/cooperative behaviors. Marketers can leverage gamification, particularly gamified competition, to foster user engagement, continued engagement intention, performance, enjoyment, and overall well-being in prosocial goal contexts.

Journal / Series

Volume & Issue

Description

86 pages

Sponsorship

Date Issued

2023-08

Publisher

Keywords

Competition; Cooperation; Gamification; Prosocial Goal Pursuit; Well-being

Location

Effective Date

Expiration Date

Sector

Employer

Union

Union Local

NAICS

Number of Workers

Committee Chair

Chun, Hae Eun

Committee Co-Chair

Committee Member

Zitek, Emily

Degree Discipline

Hotel Administration

Degree Name

M.S., Hotel Administration

Degree Level

Master of Science

Related Version

Related DOI

Related To

Related Part

Based on Related Item

Has Other Format(s)

Part of Related Item

Related To

Related Publication(s)

Link(s) to Related Publication(s)

References

Link(s) to Reference(s)

Previously Published As

Government Document

ISBN

ISMN

ISSN

Other Identifiers

Rights

Rights URI

Types

dissertation or thesis

Accessibility Feature

Accessibility Hazard

Accessibility Summary

Link(s) to Catalog Record