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1. Buikstra, B.J. Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:.

Degree: 2015, Delft University of Technology

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. Advisors/Committee Members: Verbraeck, A., Kortmann, L.J., Rook, L., Klaassen, E..

Subjects/Keywords: gamification; gameful design; controlled randomised experiment; online marketplace; user-generated content; network effects

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APA (6th Edition):

Buikstra, B. J. (2015). Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:. (Masters Thesis). Delft University of Technology. Retrieved from http://resolver.tudelft.nl/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee

Chicago Manual of Style (16th Edition):

Buikstra, B J. “Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:.” 2015. Masters Thesis, Delft University of Technology. Accessed October 20, 2019. http://resolver.tudelft.nl/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee.

MLA Handbook (7th Edition):

Buikstra, B J. “Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:.” 2015. Web. 20 Oct 2019.

Vancouver:

Buikstra BJ. Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:. [Internet] [Masters thesis]. Delft University of Technology; 2015. [cited 2019 Oct 20]. Available from: http://resolver.tudelft.nl/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee.

Council of Science Editors:

Buikstra BJ. Gamifying online marketplaces to overcome supply and demand imbalances: a design and evaluation study at OLX India:. [Masters Thesis]. Delft University of Technology; 2015. Available from: http://resolver.tudelft.nl/uuid:b344aa8c-de4f-47a0-85f6-f7e4c12e63ee

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