Gamification Interaction In The Internet Commonweal And Continuous Participation Intention

Internet technology has brought about changes in the industry and consumer lifestyles,also in commonweal.The research pays special attention to Alipay's Ant Forest-the Internet commonweal platform,driving more than 500 million people to plant more than 100 million trees.As a value co-creation,the Ant Forest presents new characteristics of gamification,community,and ritualization.Using this phenomenon as a starting point for research will help understand the Internet commonweal and provide a reference for the development of related fields in the future.There are two main research questions in this study: First,how does public participation behavior become a ritual? Second,how does the interaction in the virtual community affect the user's participation intention in the value co-creation behavior? The research method uses a combination of participatory observation and questionnaire survey.An in-depth analysis of the interactive rituals in the Ant Forest is carried out through participatory observation and the use of interactive ritual theory.The concept of emotional energy is transformed into the concept of community identity.Therefore a research model is constructed based on the theoretical path of interactive rituals and the perspective of value co-creation.Finally,through the questionnaire survey,use SPSS and AMOS to verify the research model.The research results are mainly in two aspects: First,the interactive ritual chain in the commonweal virtual community is summarized.The formation of group unity,group symbols and emotional energy enables the commonweal participation in the Ant Forest commonweal virtual community to become an interactive ritual chain.This is also the answer to the first research question.The second is to discover the role mechanism of gamification interaction on the participation intention in value co-creation,and the core role of community identity in the whole mechanism.The innovation of this research lies in the innovation of research perspectives.Looking at the Internet commonweal out of the perspective of commonweal,but from the perspective of virtual community and value co-creation,the platform factor is incorporated into the internal mechanism of the Internet commonweal participation,focusing on the interactive relationship between users and the platform and users.Theinternal motivation mechanism of the Internet commonweal participation has been studied by combining qualitative and quantitative.Based on the research conclusions,this study puts forward practical strategy recommendations: Ant Forest optimizes the function of the community;Internet commonweal and non-profit organizations should pay more attention to the group's factors and conduct community-based operations;Internet products and platforms should pay attention to the activation and strengthening of identity in the community when product planning,product operation and marketing.And make it as a long-term strategy.In view of the lack of research,this study proposes the future research prospects.