Publication: Does Gamification Work in a Serious Context? The Influence Platform Features in the Donation Based Crowdfunding Platform
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Date
2022
Authors
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Journal ISSN
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Publisher
Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia
Abstract
Crowdfunding can provide financial aid to the underserved in a fast and safe manner. With the diffusion of technology, more people have relied on online crowdfunding platforms to fund their projects. However, researchers have found that contributors’ willingness to support the projects on crowdfunding platforms financially has been on the decline. This study aimed to investigate the ability of crowdfunding platform features to influence the intentions of potential contributors to donate on the platform. This research proposed three variables―utilitarian features, hedonic features, and gamification features―based on economic utility theory, flow theory, and persuasive theory. Due to the nascent stage of the crowdfunding environment in Malaysia, this study managed to collect 176 valid responses through virtual snowball sampling method. SPSS 25.0 was employed to test the three hypotheses. The empirical findings reveal that utilitarian features were the most crucial factor in driving contributors’ intention to participate in a crowdfunding project. Hedonic and gamification features, on the other hand, do not directly influence contributors’ behavior. Theoretically, this study enriches the literature on human-computer interaction by examining the role of the crowdfunding platform to attract potential contributors. Also, enhances the understanding of the implementation of gamification in the crowdfunding platform. Finally, this research suggests that future studies should conduct research that specifically involves advanced game-like settings to investigate the real potential of gamification in crowdfunding activities
Description
e-Proceedings of The 10th Islamic Banking, Accounting and Finance International Conference 2022 (iBAF2022): “Future-Proofing for Business Excellence Through Islamic Banking, Accounting and Finance”/ Editors: Norhaziah Nawai, Khairil Faizal Khairi, Suhaila Abdul Hamid, Muhamad Azrin Nazri, Nur Ainna Ramli, Sumaiyah Abd Aziz, Mohd Adha Ibrahim, Syadiyah Abdul Shukor.
13th-14th September 2022 (Virtual Conference)
Organized by: Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia
Keywords
Crowdfunding; flow theory; gamification; hedonic; persuasive theory; utilitarian
Citation
Nawai, N., Khairi, K. F., Abdul Hamid, S., Nazri, M. A., Ramli, N. A., Abd Aziz, S., Ibrahim, M. A., & Abdul Shukor, S. (Eds.). (2022). e-Proceedings of The 10th Islamic Banking, Accounting and Finance International Conference 2022 (iBAF2022) : “Future-Proofing for Business Excellence Through Islamic Banking, Accounting and Finance.” Universiti Sains Islam Malaysia. https://fem.usim.edu.my/ibaf2022-proceeding/