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Exploring the effect of platform gamification on users’ intermittent discontinuance: An ambivalence perspective

Author

Listed:
  • Lingling Yu

    (Shanghai University)

  • Ruixuan Li

    (Shanghai University)

  • Shuo Cheng

    (Renmin University of China)

Abstract

Adding gamification elements to non-gamified platforms has become increasingly pervasive. Nevertheless, our understanding of the real psychological state of users during their game participation and how gamification design affects these users’ behaviors remains limited. Guided by cognitive dissonance theory and by using the case of Ant Forest, a typical gamification platform in China, we build a research model to investigate the effects of visibility of achievement and privacy concerns on gamification platform users’ psychology and behaviors. We conduct a questionnaire survey on 265 users with Ant Forest usage experience. Empirical results show that visibility of achievement, privacy concerns, and their interaction lead to users’ ambivalence, which in turn leads to intermittent discontinuance. This study introduces the ambivalence perspective to extend the research on the psychological state of gamification platform users from one to two dimensions. This study also links the antecedents and outcomes of ambivalence to examine its systematic impact on users’ intermittent discontinuance from a broader perspective and to provide valuable insights for operators and designers that guide them in developing platforms that meet users’ needs and foster their engagement.

Suggested Citation

  • Lingling Yu & Ruixuan Li & Shuo Cheng, 2025. "Exploring the effect of platform gamification on users’ intermittent discontinuance: An ambivalence perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00805-8
    DOI: 10.1007/s12525-025-00805-8
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    Keywords

    Platform gamification; Ambivalence; Intermittent discontinuance; Cognitive dissonance theory;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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