Print Email Facebook Twitter Gamifying online marketplaces to overcome supply and demand imbalances: A design and evaluation study at OLX India Title Gamifying online marketplaces to overcome supply and demand imbalances: A design and evaluation study at OLX India Author Buikstra, B.J. Contributor Verbraeck, A. (mentor) Kortmann, L.J. (mentor) Rook, L. (mentor) Klaassen, E. (mentor) Faculty Technology, Policy and Management Department Systems Engineering Programme SEPAM Date 2015-06-23 Abstract Gamification seems a promising method to engage people and stimulate their activity, both offline and online, but has a dearth of empirical evidence in scientific literature. This study investigated whether gamification can have a positive effect on the amount of user-generated content on online marketplaces. Two similar gamification treatments were designed for the mobile website of OLX India, a marketplace for used goods. The treatments were quantitatively evaluated in a double-blind controlled experiment on 51,103 OLX users, who were randomly selected and evenly assigned to a control group and two treatment groups. The users who actively engaged with either of the treatments created more than 6 times as much content as users who did not engage with the treatments, resulting in an overall content increase of over 18% for the treatment groups compared to the control group. Gamification on online marketplaces is effective for users who actively interact with a treatment, not for all users per se. Subject gamificationgameful designcontrolled randomised experimentonline marketplaceuser-generated contentnetwork effects To reference this document use: http://resolver.tudelft.nl/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee Part of collection Student theses Document type master thesis Rights (c) 2015 Buikstra, B.J. Files PDF MSc_thesis_Report_Bauke_B ... ikstra.pdf 6.65 MB PDF 150908_Msc_Thesis_Scienti ... ikstra.pdf 812.14 KB Close viewer /islandora/object/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee/datastream/OBJ1/view