Effect of gamification narrative quality on users’ value co-creation behavior in context of B2C sharing economy

• Main Author: WANG, Ziwen
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: gamification narrative quality; value co-creation behavior; sharing economy; flow experience; perceived autonomy; Accounting; Finance and Financial Management
• Online Access: https://ink.library.smu.edu.sg/etd_coll/396; https://ink.library.smu.edu.sg/context/etd_coll/article/1394/viewcontent/GPBA_AY2017_DBA_WANG_Ziwen.pdf
• Institution: Singapore Management University

B2C sharing economy is now a major part of the economic system in China and the essence of it is the value co-creation of the users and platforms. However, the means to effectively stimulate users into value co-creation in B2C sharing economy are not well-understood. While gamification marketing is...