Purpose Recently, both practitioners and researchers are beginning to recognize the great potential of social gamification in green information technology (IT) services. This study focuses on the roles of three social gamification affordances (interactivity, cooperation and competition) in gamified green IT services use, from the perspectives of recognition and social overload. Design/methodology/approach An online survey is conducted to examine the research model using structural equation modeling with users of Ant Forest, which is an example of green IT services in China. Findings Results indicate that interactivity, cooperation and competition can positively affect recognition, which further positively affects green IT services use; however, interactivity and cooperation can increase social overload, which negatively affects green IT services use. Originality/value This study provides new insights into the effects of social gamification affordances in green IT services by investigating the effects of interactivity, cooperation and competition on recognition and social overload. In addition, this study highlights the positive effect of recognition and negative effect of social overload on gamified green IT services use, extending the literature reviews surrounding gamified services use.
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