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To address this research gap, this study integrated two theoretical frameworks: the \u201cGamification Affordances\u2013Psychological Outcomes\u2013Behavioral Outcomes\u201d framework and the Uses and Gratifications Theory. We investigated how gamification affordances (achievement visualization, rewards, interaction, and competition) relate to the fulfillment of consumers\u2019 diverse psychological needs (cognitive, affective, social, personal integrative, and social integrative). Furthermore, we examined whether meeting these psychological needs influences consumers\u2019 intentions to continue watching and to purchase. We surveyed 354 livestreaming commerce consumers and employed structural equation modeling to analyze the data. The findings revealed that gamification affordances can motivate consumers\u2019 continuous watching and purchasing behavior by satisfying their different psychological needs. We conclude by discussing the theoretical and managerial implications of our findings.<\/jats:p>","DOI":"10.3390\/jtaer20020084","type":"journal-article","created":{"date-parts":[[2025,4,25]],"date-time":"2025-04-25T11:47:41Z","timestamp":1745581661000},"page":"84","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce"],"prefix":"10.3390","volume":"20","author":[{"given":"Congcong","family":"Yang","sequence":"first","affiliation":[{"name":"Department of Applied Economics in the School of Management, Dongguan University of Technology, Dongguan 523820, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2040-5382","authenticated-orcid":false,"given":"Yuanyue","family":"Feng","sequence":"additional","affiliation":[{"name":"Department of Management Science in the College of Management, Shenzhen University, Shenzhen 518060, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaona","family":"Li","sequence":"additional","affiliation":[{"name":"Department of Management Science in the College of Management, Shenzhen University, Shenzhen 518060, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5822-8743","authenticated-orcid":false,"given":"Ben","family":"Niu","sequence":"additional","affiliation":[{"name":"Department of Management Science in the College of Management, Shenzhen University, Shenzhen 518060, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,4,25]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"3218","DOI":"10.1108\/IMDS-09-2023-0633","article-title":"Trust development in live streaming commerce: Interaction-based building mechanisms and trust transfer perspective","volume":"124","author":"Chen","year":"2024","journal-title":"Ind. 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