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

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.