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

摘要： 共创项目的最终成功取决于用户的持续参与,因此如何让用户对共创项目保持持续参与意愿是企业值得关注的问题。而游戏式共创从娱乐的角度,化解了公众低响应度、黏性不足的难题,促使公众持久地参与到共创活动中。本文构建了游戏式共创用户目标框架的中介作用模型,并进一步论证用户集体主义倾向的调节效应。结果表明,游戏化任务机制和美学设计能够在不同程度上激活参与用户的规范(环境责任感知)、享乐(感知愉悦)和功利(社会形象)目标框架,进而显著作用于用户的共创持续参与意愿。进一步发现,游戏化任务机制和美学设计对用户的持续参与意愿的影响会受到环境责任感知和感知愉悦的中介作用,且均受到用户集体主义倾向的正向调节。本文以游戏为切入点,为用户在自身利益和共创参与之间创造出有意义的连接,对促进个体的共创持续参与意愿具有重要作用。

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