Abstract: In order to expand the theoretical basis of gamification design and provide a design framework for Internet product development, the persuasion influence of gamification design on users is analyzed. The gamification design mechanism based on persuasion principles is built by interpreting the characteristics and connotation of gamification design. The mechanism has three links, including design basis, gamification design based on persuasion principles, and persuasion effect. Task-driven design can persuade users to complete tasks orderly and improve the efficiency of completing goals. Interaction-driven design can persuade users to participate in interaction effectively and remind them to reach task goals. Socialization-driven design can persuade users to continue to use products, and effectively promote social learning and social identity. The method of multi-case analysis is used to verify the universality and scientificity of the mechanism.

Key words: gamification design, persuasion principles, Internet products, mechanism