Mingxuan Cai MSc Global Strategy and Sustainability
Abstract

Despite the growing popularity of gamification in corporate social responsibility (CSR) initiatives, academic exploration regarding consumers’ perceived value in this context is sparse. To address this gap, this study aims to explore the CSR gamification characteristics and discern the distinct dimensions of value as perceived by users.

Given the critical role of qualitative research in developing multifaceted and dynamic concepts of value, this study conducted a case study of Ant Forest, China’s leading CSR gamification platform. Data for this study was primarily sourced from semi-structured interviews with 14 Ant Forest users and complemented by an analysis of secondary data.

The results indicate that Ant Forest adeptly interweaves gamification with its CSR objectives, aligning user engagement with corporate aims. More importantly, this research identified seven dimensions of perceived value: personal growth value, social value, hedonic value, spiritual fulfilment value, ecological value, CSR value, and utilitarian value. These dimensions are mapped onto Holbrook’s typology, offering a comprehensive framework that grasps these abstract value concepts. An additional observation highlights users’ growing emphasis on utilitarian value over time.

These findings not only expand the dimensions of perceived value in the context of CSR gamification, but also offer practitioners insights into customer expectations, which can be instrumental in enhancing user experience.

Keywords: Customer perceived value, Gamification, Corporate social responsibility, CSR gamification, Value creation

07 February 2024