Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service

  title={Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service},
  author={Juho Hamari},
  journal={Electronic Commerce Research and Applications},
During recent years, the addition of game mechanics to non-game services has gained a relatively large amount of attention. Popular discussion connects ‘gamification’ to successful marketing and increased profitability through higher customer engagement, however there is a dearth of empirical studies that confirm such expectations. This paper reports the results of a field experiment, gamifying a utilitarian peer-to-peer trading service by implementing the game mechanic of ‘badges’ that users… CONTINUE READING
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