Gamification Design Promotes User Engagement Behavior Of The Platform: Reward And Co-opetition

Innovation activities has transformed from firm-driven to customer co-creation innovation.Co-creation expands and widens source of innovations.With the development of the information systems and platform economies,the co-creation platforms emerge as the times require.Its open innovation model couples the needs of enterprises and the supply of users innovation ability,and strives to make the source of innovation fully surging.However,only relatively limited consumers are willing to fully participant in co-creation,thus the engagement of users is far from sufficient.Extant literature related to co-creation mainly focuses on the antecedents and performance of co-creation,however,which strategy to adopt to expand and deepen user engagement is lack of exploration,consequently weakens the co-creation studies.In fact,how to design the mechanism of co-creation platform to enhance user engagement is an important research topic both theoretically and practically.Gamification design has been applied in many areas such as e-commerce,health-care,cross organization management.Using appropriate gamification mechanism can improve user experience,facilitate user engagement,and enhance organization performance.This study will explore the impacts of gamification mechanism on user co-creation engagement behaviors base on the evidence from the largest data science co-creation platform,Kaggle.Through analyzing the second hand data which is real user engagement,this study explores the impact of reward quantity on user engagement behaviors and the moderating effects of number of prizes,restrict later stage team fusion,restrict team members on user engagement.This study not only combines gamification theory and co-creation theory,but also adds to extant literature relevant to incentive theory,co-creation theory and coopetition theory.Those actionable and replicable gamification mechanism designs provide practical implications for cocreation sponsors and managers.