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Motivation to participate in Ant Forest
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As the largest third-party payment platform in China, Alipay has joined the team of

making the world greener with the embedded cute mini APP--Ant Forest. Why are so

many Alipay users willing to plant trees through Ant Forest? What are the motivations

that affect their continued planting for months or even years? Based on the previous

literature, we outlined a new framework to investigate the motivation in Ant Forest. The

data were collected through a pilot study and semi-structured interviews with fourteen

Chinese Alipay users; at the same time, they are Ant Forest participants. This article

analyzes how intrinsic motivations (enjoyment, fulfillment, altruism, social interaction,

identification), extrinsic motivations (external rewards, reciprocity, competition)

influencing Chinese users to participate in Ant Forest, and whether these motivations

have different influences and relationships when motivating participants. What’s more,

we can through intrinsic motivation and extrinsic motivation to know how a mini-app

that aggregates multiple features can attract users' continued participation, and give

suggestions to the firm.

Place, publisher, year, edition, pages
2019. , p. 61
Keywords [en]
Ant Forest, Alipay, Intrinsic Motivation, Extrinsic Motivation, China
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388878OAI: oai:DiVA.org:uu-388878DiVA, id: diva2:1335719
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-07-08 Created: 2019-07-06 Last updated: 2019-07-08Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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