Gamified System Effectiveness on Social Trading Platforms

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationICIS 2022 Proceedings
Publication statusPublished - Dec 2022

Conference

Title43rd International Conference on Information Systems (ICIS 2022)
LocationBella Center Copenhagen
PlaceDenmark
CityCopenhagen
Period9 - 14 December 2022

Abstract

To motivate user engagement and generate desired engagement outcomes, some social trading platforms have introduced gamified systems with hierarchical badges and financial incentives. However, previous studies have not examined the effectiveness of such an application. Based on data collected from a popular social trading platform, eToro, we empirically examine the effectiveness of the gamified system and its mechanism. Results indicate that the gamified system under social trading is effective in inducing user-to-user and user-to-system interactions, thus leading to some desired engagement outcomes on social media. However, the gamified system does not contribute to the engagement outcomes on financial investment. Our paper contributes to the literature on both gamification and social trading, highlighting gamification’s important practical implications for platform managers, cautioning against the possible ineffectiveness of the dual-outcome gamified system and shedding light on the design of gamified systems.

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Gamified System Effectiveness on Social Trading Platforms. / Chen, Yingying; Leung, Alvin; Yue, Wei Thoo.
ICIS 2022 Proceedings. 2022. 13.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review