Abstract: Gamification interaction, as a new marketing method, provides new ideas for the Internet recycling industry. The goal-framing theory is adopted as a comprehensive perspective to explore how gamification interaction can stimulate consumers' continuous participation intention of "Internet+" recycling. A “Gamification interaction- motivation for participation- continuous participation intention” (S-O-R) model was constructed. Research has found that gamification interaction significantly affects participation motivation and continuous participation intention, human-computer interaction having the greatest impact on hedonic motivation and interpersonal interaction having the greatest impact on profit motivation. Compared to human-computer interaction, interpersonal interaction has a greater impact on continuous participation intention; Hedonic motivation, gain motivation, and normative motivation all have a direct and significant impact on the continuous participation intention. However, hedonic motivation and gain motivation partially mediate the relationship between gamification interaction and participation intention, while normative motivation does not have a significant mediating effect. Based on this, management suggestions such as designing diverse game projects and enhancing social experience are proposed.

Key words: Gamification interaction, Motivation for participation, Goal-framing theory, Continuous participation intention