Abstract
Inrecentyears,gamificationhasbeenusedinavarietyofareas.Ine-commerce
platforms,gamificationisbeingfurtherutilisedbycombininggamesandoffers,where
consumerscanexperienceexcitementandjoyintheprocessofplaying,andreceivethe
correspondingoffers.Platformsusethistoattractconsumerstouse,purchaseandincreasethe
likelihoodofproductsbeingdisplayed.However,asgamificationhasbecomemore
innovativeovertheyears,itsdrawbackshavealsobecomeapparent.Consumershavestarted
tocomplainabouttherules,participationand
游戏化视角下淘宝用户的不持续使用意愿实证研究-27282字.pdf