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Gamification affordances (e.g. achievement, self-expression, interaction, and cooperation) catalyze significant psychological processes in consumers, leading to behavioral changes. Despite its application, a gap remains in understanding how these gamification affordances in e-commerce contexts impact customers' perceived values and drive recommendation acceptances.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Employing affordance theory and perceived value theory as our foundation, we have crafted a comprehensive framework that addresses the multifaceted nature of e-commerce gamification, thereby unifying the fragmented knowledge in this area. We implemented a quantitative research design to empirically test the proposed model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The research reveals that the four principal affordances of gamification \u2013 achievement, self-expression, interaction, and cooperation \u2013 significantly enrich consumer values across hedonic, utilitarian, and social dimensions. This enrichment facilitates an increased propensity for accepting recommendations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study provides a novel lens through which to view the influence of gamification affordances on recommendation acceptance within gamified e-commerce settings. It delineates the effects of each affordance on consumers' perceived value and highlights the pivotal affordances that shape gamified e-commerce experiences. These insights yield actionable strategies for practitioners aiming to refine e-commerce gamification designs and cultivate more engaging consumer interactions.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-03-2023-0242","type":"journal-article","created":{"date-parts":[[2024,4,15]],"date-time":"2024-04-15T13:48:50Z","timestamp":1713188930000},"page":"1843-1870","source":"Crossref","is-referenced-by-count":26,"title":["Disentangling e-commerce gamification affordances on recommendation acceptances from a perceived value perspective"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6739-2254","authenticated-orcid":false,"given":"Furong","family":"Jia","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4119-2163","authenticated-orcid":false,"given":"Jie","family":"Yu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2024,4,16]]},"reference":[{"key":"key2025051605564984900_ref001","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103042","article-title":"The role of trust and privacy concerns in using social media for e-retail services: the moderating role of COVID-19","volume":"68","year":"2022","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"key2025051605564984900_ref002","doi-asserted-by":"publisher","first-page":"173","DOI":"10.1016\/j.jretconser.2010.03.005","article-title":"Acceptance of recommendations to buy in online retailing","volume":"17","year":"2010","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2025051605564984900_ref003","volume-title":"Social Commerce Market: US Brands' Strategies for Growth | McKinsey","year":"2022"},{"issue":"2","key":"key2025051605564984900_ref004","doi-asserted-by":"publisher","DOI":"10.1016\/j.im.2019.05.003","article-title":"How to perform and report an impactful analysis using partial least squares: guidelines for confirmatory and explanatory IS research","volume":"57","year":"2020","journal-title":"Information & Management"},{"issue":"4","key":"key2025051605564984900_ref005","doi-asserted-by":"publisher","first-page":"309","DOI":"10.1016\/j.jbusres.2007.06.017","article-title":"Hedonic and utilitarian shopping goals: the online experience","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2025051605564984900_ref006","doi-asserted-by":"publisher","first-page":"809","DOI":"10.25300\/MISQ\/2020\/14818","article-title":"The bright and dark sides of technostress: a mixed-methods study involving healthcare IT","volume":"44","year":"2020","journal-title":"MIS Quarterly"},{"key":"key2025051605564984900_ref007","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2023.101268","article-title":"The impacts of gamification designs on consumer purchase: a use and gratification theory perspective","volume":"59","year":"2023","journal-title":"Electronic Commerce Research and Applications"},{"issue":"4","key":"key2025051605564984900_ref008","doi-asserted-by":"publisher","first-page":"511","DOI":"10.1016\/S0022-4359(01)00056-2","article-title":"Hedonic and utilitarian motivations for online retail shopping behavior","volume":"77","year":"2001","journal-title":"Journal of Retailing"},{"issue":"1","key":"key2025051605564984900_ref009","doi-asserted-by":"publisher","first-page":"85","DOI":"10.1111\/j.1365-2575.2012.00407.x","article-title":"Understanding customers' repeat purchase intentions in B2C e\u2010commerce: the roles of utilitarian value, hedonic value and perceived risk","volume":"24","year":"2014","journal-title":"Information Systems Journal"},{"issue":"1","key":"key2025051605564984900_ref010","doi-asserted-by":"publisher","first-page":"221","DOI":"10.1108\/ITP-09-2014-0215","article-title":"Crowdsourcing for a better world: on the relation between IT affordances and donor motivations in charitable crowdfunding","volume":"29","year":"2016","journal-title":"Information Technology & People"},{"issue":"1","key":"key2025051605564984900_ref011","doi-asserted-by":"publisher","first-page":"155","DOI":"10.1037\/\/0033-2909.112.1.155","article-title":"A power primer","volume":"112","year":"1992","journal-title":"Psychological Bulletin"},{"issue":"9","key":"key2025051605564984900_ref012","doi-asserted-by":"publisher","first-page":"1433","DOI":"10.1080\/02642069.2011.624596","article-title":"Consumer participation in using online recommendation agents: effects on satisfaction, trust, and purchase intentions","volume":"32","year":"2012","journal-title":"The Service Industries Journal"},{"key":"key2025051605564984900_ref013","doi-asserted-by":"crossref","unstructured":"Deterding, S., Sicart, M., Nacke, L., O'Hara, K. and Dixon, D. 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