The Conceptual Model of Gamification-Based Consumer Engagement in Value Creation

Gatautis, Rimantas; Banytė, Jūratė; Kuvykaitė, Rita; Virvilaitė, Regina; Dovalienė, Aistė; Piligrimienė, Žaneta; Gadeikienė, Agnė; Vitkauskaite, Elena; Tarutė, Asta

doi:10.1007/978-3-030-54205-4_5

Cited by 8 publications

(15 citation statements)

References 42 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…When gamification applies in an activity, it affects the hedonic value, which is positive. Gamified motivators lead to a psychological outcome that changes consumer behavior (Gatautis et al, 2021). The satisfaction of hedonic value is better than the reward.…”

Section: Gamification Mechanicsmentioning

confidence: 99%

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

2022

View full text Add to dashboard Cite

This paper aims to investigate the effect of gamification in engaging and motivating consumers for online shopping and also the use of gamification to enhance sales. Moreover, this study has also explored the ethical concerns in gamified marketing. This is a qualitative study to investigate the effect of gamification during online shopping and the ethical issues involved in gamified marketing. Semi-structured interviews with ten gamification experts are conducted and analyzed through NVivo. The themes that emerged from qualitative analysis are the applicability of gamification in online retail, consumer experiences in gamified retail, and ethics and challenges in gamification. Semantic analysis is performed, and as per the viewpoint of the gamification experts, it was found that the perception of ethics in gamification is negative, which shows that there are many unethical practices in gamified marketing. This paper shows that by focusing on every relational aspect of consumer engagement, retailers can build trust and retain their most valuable stakeholdersthe customers, thereby addressing the crucial negative concerns of gamified marketing. This research is one of its types to explore the significant ethical issues that affect consumers in the retail context. The undertaking of this study in an emerging economy adds further insight into gamified retail literature by generalizing the applicability of gamified studies across geographic contexts.

show abstract

Section: Gamification Mechanicsmentioning

confidence: 99%

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

2022

View full text Add to dashboard Cite

show abstract

“…In contrast, tools such as gamification have proven to garner emotional bonds with the consumers (Wolf et al, 2020;Xi and Hamari, 2019). Previous studies have confirmed the influence of gamification on CE (Gatautis et al, 2016;Berger et al, 2017). However, a comprehensive framework of the key motivational drivers for CE in gamification is missing, particularly in the luxury domain.…”

Section: The Association Between Gamification and Customer Engagementmentioning

confidence: 99%

“…Consumers like to contest with others and take pleasure to involve in varied activities that provide awards and honors and establish their social identity. Game components like a team, collaboration and competition enable social interaction among users, which serve as stimuli and spurs customer engagement (Gatautis et al, 2016). Luxury brands use gamified services (representing the cocreated value) to leverage the motivational experiences arising from user and brand interaction.…”

Section: Impact Of Motivations To Adopt Gamification On Customer Enga...mentioning

confidence: 99%

Luxury customer's motivations to adopt gamification

Jain¹,

Saxena

2022

MIP

View full text Add to dashboard Cite

PurposeIn the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.Design/methodology/approachData were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.FindingsThe findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.Originality/valueThis study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.

show abstract

“…So they will look for strategies to increase their competitiveness and one of the popular strategies to attract and retain customers in online retailing is the gamification strategy (Souiden et al , 2019; Poncin et al , 2017; Jipa and Marin, 2014). Gamification is viewed as the use of game elements in a context that is not directly related to games (Gatautis et al , 2021; Hsu and Chen, 2018). Retailers used gamification to increase intention to purchase, enhance customers’ retention and their engagement (Högberg et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

“…According to Statista (2021), the value of the gamification market worldwide is expected to grow from US$4.91bn in 2016 to nearly US$12bn in 2021. Companies use elements of the game in the game-unrelated context to achieve their goals such as customer engagement, customer loyalty and encourage them for purchasing (Eppmann et al , 2018; Gatautis et al , 2021). One of the areas that have recently invested heavily in the gamification approach is online marketing (Noorbehbahani et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

Pour¹,

Rafiei²,

Khani³

et al. 2021

NBRI

View full text Add to dashboard Cite

Purpose In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context. Design/methodology/approach To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software. Findings The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience. Originality/value A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

show abstract

The Conceptual Model of Gamification-Based Consumer Engagement in Value Creation

Cited by 8 publications

References 42 publications

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

Luxury customer's motivations to adopt gamification

Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

Contact Info

Product

Resources

About