Tong ZOU

Dissertation

Supervisor: Dr. Allegra Yu SHANG

This study explores how gamification on entertainment live streaming platforms shapes users' non-consumptive digital labor. Using virtual ethnography and in-depth interviews, it identifies three gamification categories: levels and virtual identity, social interaction and competitiven ess, and progress and feedback. These satisfy users' needs for autonomy, competence, and relatedness, shifting their participation from emotion- driven to obligation-driven labor. The findings offer critical insights for gamification design on live streaming platforms and digital labor studies.