The Effect of Gamification on Knowledge Contribution in Online Q&A Communities: A Perspective of Social Comparison
Online questioning and answering (Q&A) communities have become an essential social media platform for individuals to exchange specialized knowledge and collaboratively solve problems. Various gamified design elements (such as reputation scores, badges, levels, and leaderboards, etc.) have been applied in online Q&A communities to motivate users' knowledge contribution on which the sustainability of such communities depends. Current studies generally assume that motivational sources originate directly from the gamified elements. From the perspective of social comparison theory, this research proposes that the motivational affordances motivating knowledge contribution in online communities can be activated from the comparison of virtual rewards offered by gamified design features. Thus, the effect of gamified elements on a user's behavior is determined, at least partially, by the social influence of how other users in the community are rewarded by the gamification mechanism. This research contributes to theory by providing a new perspective for understanding the effect of gamification on knowledge contribution in online Q&A communities. It also provides important practical implications for the design and management of sustainable online communities.
Chen, L. (2021). The Effect of Gamification on Knowledge Contribution in Online Q&A Communities: A Perspective of Social Comparison. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12783 LNCS, pp. 471-481. Springer Verlag.
The definitive version is available at https://doi.org/10.1007/978-3-030-77750-0_30
International Conference on Human-Computer Interaction, HCII 2021 (2021: Jul. 24-29, Virtual)
Business and Information Technology
Keywords and Phrases
Gamification; Knowledge contribution; Online Q&A communities; Social comparison
International Standard Book Number (ISBN)
International Standard Serial Number (ISSN)
Article - Conference proceedings
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29 Jul 2021