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Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform

Crowdfunding can provide financial aid to the underserved in a fast and safe manner. With the diffusion of technology, more people have relied on online crowdfunding platforms to fund their projects. However, researchers have found that contributors’ willingness to support the projects on crowdfundi...

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Main Authors: Nur Aqilah Hazirah Mohd Anim,, Nor Asiah Omar,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2021
Online Access:http://journalarticle.ukm.my/17625/1/42964-156760-1-PB.pdf
http://journalarticle.ukm.my/17625/
https://ejournal.ukm.my/gmjss/issue/view/1396
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spelling my-ukm.journal.176252021-11-22T06:38:51Z http://journalarticle.ukm.my/17625/ Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform Nur Aqilah Hazirah Mohd Anim, Nor Asiah Omar, Crowdfunding can provide financial aid to the underserved in a fast and safe manner. With the diffusion of technology, more people have relied on online crowdfunding platforms to fund their projects. However, researchers have found that contributors’ willingness to support the projects on crowdfunding platforms financially has been on the decline. This study aimed to investigate the ability of crowdfunding platform features to influence the intentions of potential contributors to donate on the platform. This research proposed three variables based on economic utility theory, flow theory, and persuasive theory: utilitarian features; hedonic features; and gamification features. Due to the nascent stage of the crowdfunding environment in Malaysia, this study managed to collect 176 valid responses through virtual snowball sampling method. SPSS was employed to test the three hypotheses. The empirical findings reveal that utilitarian features were the most crucial factor in driving contributors’ intention to participate in a crowdfunding project. Hedonic and gamification features, on the other hand, do not directly influence contributors’ behavior. Theoretically, this study enriches the literature on human-computer interaction by examining the role of the crowdfunding platform to attract potential contributors and enhances the understanding of the implementation of gamification in the crowdfunding platform. Finally, this research suggests that future studies should conduct research that specifically involves advanced game-like settings to investigate the real potential of gamification in crowdfunding activities. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/17625/1/42964-156760-1-PB.pdf Nur Aqilah Hazirah Mohd Anim, and Nor Asiah Omar, (2021) Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform. Geografia : Malaysian Journal of Society and Space, 17 (2). pp. 79-92. ISSN 2180-2491 https://ejournal.ukm.my/gmjss/issue/view/1396
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Crowdfunding can provide financial aid to the underserved in a fast and safe manner. With the diffusion of technology, more people have relied on online crowdfunding platforms to fund their projects. However, researchers have found that contributors’ willingness to support the projects on crowdfunding platforms financially has been on the decline. This study aimed to investigate the ability of crowdfunding platform features to influence the intentions of potential contributors to donate on the platform. This research proposed three variables based on economic utility theory, flow theory, and persuasive theory: utilitarian features; hedonic features; and gamification features. Due to the nascent stage of the crowdfunding environment in Malaysia, this study managed to collect 176 valid responses through virtual snowball sampling method. SPSS was employed to test the three hypotheses. The empirical findings reveal that utilitarian features were the most crucial factor in driving contributors’ intention to participate in a crowdfunding project. Hedonic and gamification features, on the other hand, do not directly influence contributors’ behavior. Theoretically, this study enriches the literature on human-computer interaction by examining the role of the crowdfunding platform to attract potential contributors and enhances the understanding of the implementation of gamification in the crowdfunding platform. Finally, this research suggests that future studies should conduct research that specifically involves advanced game-like settings to investigate the real potential of gamification in crowdfunding activities.
format Article
author Nur Aqilah Hazirah Mohd Anim,
Nor Asiah Omar,
spellingShingle Nur Aqilah Hazirah Mohd Anim,
Nor Asiah Omar,
Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
author_facet Nur Aqilah Hazirah Mohd Anim,
Nor Asiah Omar,
author_sort Nur Aqilah Hazirah Mohd Anim,
title Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
title_short Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
title_full Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
title_fullStr Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
title_full_unstemmed Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
title_sort does gamification work in a serious context? the influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2021
url http://journalarticle.ukm.my/17625/1/42964-156760-1-PB.pdf
http://journalarticle.ukm.my/17625/
https://ejournal.ukm.my/gmjss/issue/view/1396
_version_ 1718927137705033728
score 13.211869

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