Does gamification work in a serious context? The influence of gamification, utilitarian, and hedonic features in the community-based crowdfunding platform

Crowdfunding can provide financial aid to the underserved in a fast and safe manner. With diffusion of technology, more people have relied on online crowdfunding platforms fund their projects. However, researchers found that contributors’ willingness support projects financially has been decline. This study aimed investigate ability platform features influence intentions potential contributors donate platform. research proposed three variables―utilitarian features, hedonic gamification features―based economic utility theory, flow persuasive theory. Due nascent stage environment Malaysia, this managed collect 176 valid responses through virtual snowball sampling method. SPSS 25.0 was employed test hypotheses. The empirical findings reveal utilitarian were most crucial factor driving intention participate project. Hedonic other hand, do not directly behavior. Theoretically, enriches literature human-computer interaction by examining role attract contributors. Also, enhances understanding implementation Finally, suggests future studies should conduct specifically involves advanced game-like settings real activities. Keywords : Crowdfunding, gamification, hedonic, utilitarian.