Influence of incentive mechanism and fit degree on user’s environmental behavior—Taking Alipay “Ant Forest” in China as an example

Frontiers in Psychology

article

Na Xiong¹  Ping Ren¹  Bingteng Sun²  Surong He³  Linli Jiang³  Haitao Cui¹ 

[1] School of Management, Guangxi Minzu University;School of Economics, Guangxi Minzu University;School of Economics and Management, Wuyi University

关键词: Ant forest;    game incentive;    Green behavior;    Stimulus-organism-response model;    self-determination model;   

DOI  :  10.3389/fpsyg.2022.1033553

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

How to use game elements to motivate users and influence their behavior has become a new research trend, which is vital for enhancing the willingness of potential platform users to participate in environmental protection. This paper aims to analyze the influence of incentive mechanism and fit degree on user’s environmental behavior based on the stimulus-organism-response theory and self-determination theory. The questionnaire data of 500 users was collected and the impact of incentives on user’s environmental behavior was analyzed by structural equation modeling. The results show that economic, value, and social incentives have a significant impact on user’s environmental behavior. The value and social incentives in the gamification incentive of “Ant Forest” game platform positively influence user fit, but the economic incentive is not sensitive to the influence of platform interaction among the mediating variables. From the perspective of user fit, “Ant Forest” game platform can positively promote users to adopt environmental behaviors, because it explores users’ needs from their perspective to solve the problem of insignificant economic incentives and platform interaction. Additionally, this research provides the practical implications for managers exploring the effects of co-creation processes in developing countries and regions.

【 授权许可】

CC BY