Research On Gamification Strategies For Textile Recycling Platforms

Textile industry occupies an important position in China’s national economy,consuming a large number of textile raw materials every year while also producing a large number of textile waste,the reverse logistics development level of waste spinning is low,the recycling channel is not perfect,and the willingness of consumers to participate in textile recycling is low.Textile recycling platforms try to design a series of gamification strategies to attract consumers to actively participate in textile recycling.So how these gamification strategies attract and retain consumers has not yet been explained theoretically.Therefore,this paper takes textile recycling as the starting point to explore the mechanism of gamification strategy of textile recycling platforms on consumers’ willingness to continue to use recycling platforms.Based on literature research and combined with the research scenario of textile recycling,this paper summarizes the gamification elements of textile recycling platform as reward-based gamification and meaningful gamification,takes individual-environment matching as the mediating variable and pro-environmental self-identity as the moderating variable,and constructs a theoretical model of the gamification elements of textile recycling platform on consumers’ willingness to continue to use.Through a questionnaire survey of users of textile recycling platforms,confirmatory factor analysis and structural equation models were used to verify theoretical hypotheses.The results show that: firstly,reward-based gamification and meaningful gamification have significant positive effects on complementarity matching and consistency matching.Secondly,the complementary matching and consistency matching perceived by users have a significant positive impact on consumers’ willingness to continue to use.Thirdly,individual-environment matching plays a mediating role between gamification elements and consumers’ willingness to continue to use them.Finally,pro-environmental self-identification has a positive moderating effect between individual-environment matching and consumers’ willingness to continue to use,that is,users with high pro-environmental self-identity will have a stronger willingness to continue using textile recycling platforms than users with low pro-environmental self-identity.Make management recommendations based on the results of the study.Firstly,attach importance to meaningful gamification elements and optimize the gamification design of the platform;Secondly,identify different groups based on user needs and balance short-term incentives and long-term incentives;Finally,companies should value the power of consumer self-identity in platform participation.By analyzing the gamification strategy of textile recycling platforms,this study not only expands the research field of textile reverse logistics and enriches the research perspective of gamification,but also provides theoretical help for how enterprise gamification design enhances user stickiness and retention rate.