The Impact of Platform-based E-commerce Gamification Marketing Strategies on User Consumption Behavior

WANG Xu-hui，LIU Xi-tong and SONG Song

（School of Business Administration，Dongbei University of Finance and Economics，Dalian 116025，Liaoning，China）

Abstract：In recent years，with the increasing influence of games，more and more merchants have begun to use gamification marketing strategies to attract and guide users. Exploring the mechanism of gamification marketing is of great practical significance to enrich the theory of gamificaation marketing and scientifically use gamification marketing methods to change user consumption behavior. Based on the theory of persuasion knowledge and the fine possibility model ，the situational experimental method is adopted，the mediating variables of psychological rebellion and perceived value are taken as the theoretical models， and the consistency of games and products is used as the moderating variables to explore the influence mechanism of platformbased e- commerce gamification marketing strategies on the change of user consumption behavior. Studies show that platformbased e- commerce gamification marketing strategies have a positive impact on the change of user consumption behavior ，and compared with the non- competitive gamification marketing strategies of platform e- commerce ，the impact of competitive gamification marketing strategies on the change of user consumption behavior is more significant. In the impact of platform-based e- commerce gamification marketing strategies on the change of user consumption behavior ，psychological rebellion and perceived value play the mediating role together ；and platform- based e- commerce gamification marketing strategies have the positive impact on user consumption behavior by controlling user psychological rebellion and improving user perceived value. The consistency of game and product moderates the relation between platform-based e-commerce gamification marketing strategies and user psychological rebellion. When the consistency of game and product is high ，the impact of competitive and noncompetitive gamification marketing strategies on user psychological rebellion is significantly different ；and when the consistency of game and product is low，there is no difference between the impact of competitive and non- competitive ones on user psychological rebellion. To better positively change user consumption behavior with the help of gamification marketing strategies，platform-based e-commerce enterprises should pay more attention to the pain points of users' needs and the overall image of the brand，scientifically use game factors and competitive factors ，and effectively give play to the role of user psychological rebellion，user perceived value，and the consistency of game and product to bring users with unique game experience.

Key words：gamification marketing；user consumption behavior；psychological rebellion；perceived value；consistency of game and product