||Investigating the Gamification Design of Promoting Sustainable Corporate Social Responsibility in E-commerce
– A Case Study of Ant Forest
||Institute of Creative Industries Design
With the development of society and the enhancement of civil society awareness, people's expectations for CSR are higher than before. However, the measurement and evaluation of CSR are very complicated, and it is difficult for stakeholders to see its outcome intuitively. Therefore, people will gradually become skeptical about CSR. At the same time, losing the trust of stakeholders, enterprises will also lose enthusiasm and motivation in the process of implementing CSR. Besides, CSR is one method in sustainable business, but currently, the most commonly seen corporate social responsibility is usually just a one-time donation, which runs counter to its sustainability.
In recent years, e-commerce companies have expanded and developed at a breakneck speed globally, and so far, they occupy a prominent position in various business models. Due to the particularity of its platform and business model, e-commerce companies have more characteristics and advantages than other business models in fulfilling their social responsibilities.
As a user of Ant Forest, I observed that it uses a gamification strategy to attract users to join in, while at the same time, the participants of users will attract public welfare and NGOs. The CSR design of Ant Forest can also facilitate general supervision through the O2O method. Ant Forest Creates extremely outstanding and well-recognized CSR outcomes. Therefore, this research will take Ant Forest as a case study to explore the reference value of gamification design for other e-commerce companies in promoting their CSR. The final goal is to provide some inspiration for the specific combination of subsequent gamification theory and CSR design.
LIST OF FIGURES vi
LIST OF TABLES vii
CHAPTER 1: INTRODUCTION 1
1.1 Research background 1
1.1.1 CSR in E-commerce 1
1.1.2 Ant Forest: a revolution of doing CSR 3
1.2 Research motivation 3
1.3 Research objectives 4
1.4 Research questions 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 Corporate Social Responsibility: development, measurement and benefits 6
2.1.1 What is CSR: 6
2.1.2 How to measure the CSR outcome in E-commerce 8
2.1.3 What is sustainable CSR? 10
2.1.4 Summary 13
2.2 Gamification: Framework and Implement 13
2.2.1 What is gamification: the definition and development 13
2.2.2 The framework of creating a gamification design 16
2.2.3 Implement of gamification in non-game situation 21
2.2.4 Gamification design in CSR 24
2.2.5 Summary 25
2.3 Gamification in CSR: The Case of Ant Forest 26
2.3.1 The development of Ant Forest in Alibaba 26
2.3.2 Gamification design in creating sustainable CSR in Ant Forest 29
2.3.3 Summary 32
CHAPTER 3: RESEARCH METHODS 34
3.1 Research design 34
3.1.1 Research Process 34
3.2 Research methods 34
3.2.1 Quantitative Research 35
3.2.2 Qualitative research 36
18.104.22.168 Case study 36
22.214.171.124 In-depth Interview 37
CHAPTER 4: FINDING AND ANALYSIS 38
4.1 Preliminary Study 38
4.2 In-depth Interview 40
4.2.1 Outcome from expert in gamification 41
4.2.2 Outcome from expert in CSR 43
4.3 Online Questionnaire 43
4.3.1 Material and methods 43
4.3.2 Participants 43
4.3.3 Questionnaire design 44
4.3.4 Data Collection Procedure and Analysis 44
4.4 Conclusion 49
CHAPTER 5: DISCUSSION AND CONCLUSION 52
5.1 Research Discussion 52
5.2 Research Limitations and Future Suggestions 56
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