Goal achievement, subsequent user effort and the moderating role of goal difficulty
Abstract
It is established in the marketing literature that people increase their effort in a recurring goal framework when the goal difficulty increases, because their experience of success upon goal achievement leads to higher self-efficacy. It is not yet established, however, whether this mechanism also applies to a gamified environment without monetary incentives or quasi-monetary benefits. Using data from a popular German Question & Answer community...
Paper Details
Title
Goal achievement, subsequent user effort and the moderating role of goal difficulty
Published Date
Jan 1, 2020
Journal
Volume
106
Pages
277 - 287
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Notes
History