Research on Gamification Incentive Mechanism of E-commerce Platform

As a new marketing tool, gamification design has been used in marketing practice by e-commerce platforms, aiming to motivate consumers to participate. Based on this, by sorting out relevant domestic and foreign literature, analysis of actual business cases, in-depth interviews with users, experiments and data analysis, this study extracts and describes in detail the elements of the e-commerce platform gamification incentive mechanism. Draw conclusions through research:（1）The incentive mechanism of gamification design of e-commerce platform contains four main dimensions： The richness of symbols, The fun of gamification, The contagiousness of Social and The seduction of achievement.（2）The four elements are closely related, and these can work on a system at the same time and have significant mutual effects.（3）Achievement and fun can bring intrinsic motivation to consumers, while sociability and symbols can bring external motivation to consumers and promote internal motivation through external motivation.（4）The seduction of achievement and the richness of symbol are most closely relate