To augment traditional monetization strategies, digital platform providers increasingly draw on gamblification (i.e., the use of gambling design elements). By means of gambling design elements (e.g., lottery tickets, scratch cards, loot boxes), platform providers do not only entertain users but also incentivize them to purchase digital products. Yet, despite the increasing prevalence of gamblified digital platforms, little is known about how gamblification influences user purchase behaviors. Drawing on prospect theory, we investigate gamblification in the form of loot box menu designs and the associated effects of uncertainty, loss experience and behavioral control on user purchase behavior. Specifically, we conducted a contest-based online experiment with 159 participants, finding that platform providers can profit from offering loot boxes with certain (vs. uncertain) rewards in loot box menus. Furthermore, this effect intensifies when participants previously experienced a loss and decreases when they perceive to have more control over the result. Thus, our findings provide theoretical and practical insights for a better understanding of gamblification in general and of loot box menu designs for enhancing digital business models in particular.

为了增强传统的获利策略，数字平台提供商越来越多地利用游戏化（即使用赌博设计元素）。通过赌博设计元素（例如彩票，刮刮卡，战利品盒），平台提供商不仅会娱乐用户，还会激励他们购买数字产品。然而，尽管游戏化数字平台的普及率越来越高，但关于游戏化如何影响用户购买行为的知之甚少。基于前景理论，我们以战利品菜单设计的形式研究游戏化以及不确定性，损失经历和行为控制对用户购买行为的相关影响。具体来说，我们进行了一项基于竞赛的在线实验，共有159名参与者，发现平台提供商可以从提供战利品菜单中某些（相对于不确定）奖励的战利品盒中获利。此外，当参与者先前遭受损失时，此效果会增强；当参与者认为自己对结果有更多控制权时，此效果会降低。因此，我们的发现为更好地理解游戏化提供了理论和实践上的见解，尤其是用于增强数字商业模式的战利品菜单设计。