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Business & Information Systems Engineering
Erschienen in: Business & Information Systems Engineering 4/2017

13.07.2016 | Research Paper

Does the Framing of Progress Towards Virtual Rewards Matter?

Empirical Evidence from an Online Community

verfasst von: Prof. Dr. Dennis Kundisch, Dr. Tobias von Rechenberg

Erschienen in: Business & Information Systems Engineering | Ausgabe 4/2017

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Abstract

A natural experiment on a popular German Question & Answer community is used to find out whether the small-area hypothesis applies to user activation by means of a virtual reward in the form of badges. Koo and Fishbach’s small-area hypothesis posits that individuals in pursuit of a goal are more highly motivated when focusing on the smaller percentage of progress towards their goal, irrespective of whether this figure represents the actions already completed or those still remaining. Consistent with the authors’ theoretical predictions, the study finds empirical evidence for the small-area effect and its activating power, translated here into increased online user contributions. Besides contributing to the literature with an empirical study anchored in theory, the findings have direct practical implications for designers of online virtual reward systems by suggesting more effective (and motivating) ways of framing user progress towards virtual rewards.
Vorheriger Artikel Trans-National Joint Research Projects
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Fußnoten
1
With an additional study in the lab (Koo and Fishbach 2012) rule out “the possibility that attention to remaining actions solely drives the small-area effect.” This study is not performed in a real-life context (e.g., coffee shop) but uses lexical and numerical tasks.
 
2
Undercontribution is a common problem in online communities – even if the community would be classified as being highly successful (Kraut and Resnick 2011). An overview about how to encourage contribution to online communities can be found in Kraut and Resnick (2011).
 
3
Four related papers (Mutter and Kundisch 2014a, b; von Rechenberg et al. 2016; von Rechenberg and Gutt 2016) are drawing on the same research environment. Despite some overlap in the underlying dataset, the related studies differ in their scope, each addressing different research questions.
 
4
There are further activities which play only a very minor role and account for less than 1 % of the total accumulated status points (e.g., inviting new members to the platform or following other users).
 
5
Natural experiments – caused by policy changes, for example – are empirical studies that are characterized by a transparent exogenous source of variation in the explanatory variable that determines treatment assignment. The exogenous source of variation strengthens the claim of a causal interpretation of the results. Natural experiments are most helpful when controlled experiments are too difficult to implement or unethical. More details on natural experiments as a method in social sciences can be found, e.g., in Dunning (2012).
 
6
It is noteworthy that the badge systems as well as the framing towards goal achievement on the analyzed as well as other popular platforms (such as Stack Overflow) has not changed much since then – underscoring that our work and its implications are still valid.
 
7
Please note that our ‘control group’ is not a control group in the strict sense of the term, given that both groups receive the treatment. However, as their treatment differs in terms of level of intensity, we consider the users who after the event are in Interval 2 or 3 as a control group. This helps us present our analysis in a differences-in-differences framework.
 
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Metadaten
Titel
Does the Framing of Progress Towards Virtual Rewards Matter?
Empirical Evidence from an Online Community
verfasst von
Prof. Dr. Dennis Kundisch
Dr. Tobias von Rechenberg
Publikationsdatum
13.07.2016
Verlag
Springer Fachmedien Wiesbaden
Erschienen in
Business & Information Systems Engineering / Ausgabe 4/2017
Print ISSN: 2363-7005
Elektronische ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-016-0441-5

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