Based upon the theoretical perspective from Uses and Gratifications (UG (2) individual needs and platform synergy enhances consumer active participation in OSC; (3) incentivized gamification and hedonic presence have salient causal effects on consumers' individual needs and their perceptions on platform synergy. Our findings highlight the important roles of consumers' individual needs and their perceptions on platform synergy in mediating the effects of incentivized gamification and hedonic presence on online consumers' active participation.
['Jen-Her Wu', 'Lifang Peng', 'Qi Li', 'Yi-Cheng Chen']
Falling in love with online shopping carnival on singles' day in China: An uses and Gratifications perspective