2021 年 5 巻 1 号 p. 1_105-1_114
This study significantly contributes to gamification applied to sustainable consumption by examining it from the seller's perspective based on C2B (consumer selling to business) experience, as the seller's role in facilitating circularity is often overlooked. A field study was conducted to determine the utility of Black and White hat gamification in the Octalysis framework and their impact on user emotions and user experience in the second-hand reselling experience. We found that the users gave good feedback to the group of Black hat gamification's hedonic quality (Stimulation, Novelty) of user experience. Users were delighted to accept the influence of Black hat gamification even if they felt negative emotions in the process, and it promoted selling behavior simultaneously. Conversely, the White hat gamification group had good feedback on the pragmatic quality (Perspicuity, Efficiency and Dependability) of user experience. The emotion created in the White hat gamification group was comfortable, but it may lead to behavior stagnation. As an explorative study, this work may provide useful insights into how gamification could motivate seller behavior in todays' sustainable consumption.