As a recent phenomenon, gamification designs have gained increasing prominence in encouraging consumer participation in green logistics. The primary focus of this study is to investigate how gamification affects customer participation in green last-mile via e-commerce delivery platforms. Adopting an integrated perspective that combines gamification affordances and technology acceptance, this research explores both the utilitarian and hedonic motivations underlying green logistics. A survey questionnaire is designed for data collection (n = 387) and structural equation modelling is applied for data analysis. Our findings suggest gamification affordances of competition, achievement, self-expression, and interactivity as the factors that directly or indirectly influence consumers' intention to engage in green logistics behaviour. This influence is mediated through perceived enjoyment, ease of use, and perceived usefulness. Furthermore, we find that consumers may prioritise social factors such as interactivity affordance over competition and achievement affordances in the gamified green logistics behaviour. These insights not only contribute to a better understanding of consumers' green logistics behaviours but also provide valuable guidance for logistics providers seeking to promote environmentally friendly practices among e-commerce and logistics users.

中文翻译：

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绿色化、游戏化！从游戏化可供性角度对绿色最后一公里消费者参与度的调查

作为最近的一种现象，游戏化设计在鼓励消费者参与绿色物流方面越来越受到重视。本研究的主要重点是调查游戏化如何影响客户通过电子商务交付平台参与绿色最后一英里。本研究采用结合游戏化可供性和技术接受度的综合视角，探讨了绿色物流背后的功利主义和享乐动机。设计调查问卷用于数据收集（n = 387），并应用结构方程模型进行数据分析。我们的研究结果表明，竞争、成就、自我表达和互动的游戏化可供性是直接或间接影响消费者参与绿色物流行为意愿的因素。这种影响是通过感知的乐趣、易用性和感知的有用性来调节的。此外，我们发现，在游戏化绿色物流行为中，消费者可能会优先考虑社会因素，例如互动可供性，而不是竞争和成就可供性。这些见解不仅有助于更好地了解消费者的绿色物流行为，而且还为寻求在电子商务和物流用户中推广环保实践的物流提供商提供了宝贵的指导。