Motivation mechanism of gamification in crowdsourcing projects

Purpose – The purpose of this paper is to study the participation behaviors in the context of crowdsourcing projects from the perspective of gamification. Design/methodology/approach – This paper first proposed a model to depict the effect of four categories of game elements on three types of motivation based upon several motivation theories, which may, in turn, influence user participation. Then,
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between-subject Web experiments were designed for collecting data and validating this model. Findings – Game elements which provide participants with rewards and recognitions or remind participants of the completion progress of their tasks may positively influence the extrinsic motivation, whereas game elements which can help create a fantasy scene may strengthen intrinsic motivation. Besides, recognition-kind and progress-kind game elements may trigger the internalization of extrinsic motivation. In addition, when a task is of high complexity, the effects from game elements on extrinsic motivation and intrinsic motivation will be less prominent, whereas the internalization of extrinsic motivation may benefit from the increase of task complexity. Originality/value – This study may uncover the motivation mechanism of several different kinds of game elements, which may help to find which game elements are more effective in enhancing engagement and participation in crowdsourcing projects. Besides, as task complexity is used as a moderator, one may be able to identify whether task complexity is able to influence the effects from game elements on motivations. Last, but not the least, this study will indicate the interrelationship between game elements, individual motivation and user participation, which can be adapted by other scholars.