关键词: 游戏式共创, 游戏化, 目标框架理论, 集体主义倾向, 持续参与意愿

Abstract: The ultimate success of a co-creation project depends on the continuous participation of users. Therefore, how to keep users participate in co-creation projects continuously is a problem worthy of attention of enterprises. However, gamification co-creation through the way of entertainment to solve the low user responsiveness and low user stickiness problems. This paper constructs the role model of gamification co-creation impacts users' co-creation continuous participation intention based on the goal-framing theory, and further demonstrates the moderator effect of users' collectivism tendency. The results show that gamification task mechanism and aesthetic design can activate the normative (environmental responsibility perception), hedonic (perception pleasure) and utilitarian (social image) target framework of participating users to different degrees, which plays a significant role in users' continuous participation intention. Further examination of the mediating and regulating effects shows that the effects of gamification task mechanism and aesthetic design on users' continuous participation intention are mediated by the perception of environmental responsibility and the perception of pleasure, and both are positively regulated by the collectivism tendency of users. Taking gamification as the entry point, this paper creates a meaningful connection between users' own interests and co-creation participation, which plays an important role in promoting individuals' continuous participation intention.

Key words: Gamification Co-creation, Gamification, Goal-Framing Theory, Collectivism Tendency, Continuous Participation Intention