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In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Handelshögskolan (from 2013).
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Institutionen för sociala och psykologiska studier (from 2013).
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Institutionen för sociala och psykologiska studier (from 2013).ORCID-id: 0000-0001-8102-8168
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Centrum för tjänsteforskning (from 2013). BI Norwegian Sch Management, Oslo, Norway.ORCID-id: 0000-0001-8278-1442
2016 (engelsk)Inngår i: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), IEEE conference proceedings, 2016, s. 1634-1641Konferansepaper, Publicerat paper (Fagfellevurdert)
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Text
Abstract [en]

Traditional retailers are facing strong competition from e-commerce. One way to meet this challenge is to follow the marketing movement of focusing on customer experiences. This transformation is based on the notion of engaging customers and one way to drive this engagement is through gamification to support value creation. In this study, we have identified variables affecting intentions to use gamified services and in what ways. For this purpose, we developed an app that generated different levels of gamification by varying the number of game elements. The data from a survey distributed during a field experiment indicates that an increasing level of gamification and technology experience have direct positive associations with intrinsic motivation. Furthermore, intrinsic motivation has a positive direct association with satisfaction, although this is partly mediated by mood. Finally, satisfaction has a positive direct relation with intention to use.

sted, utgiver, år, opplag, sider
IEEE conference proceedings, 2016. s. 1634-1641
Serie
Proceedings of the Annual Hawaii International Conference on System Sciences, ISSN 1530-1605, E-ISSN 2572-6862
HSV kategori
Forskningsprogram
Företagsekonomi; Psykologi
Identifikatorer
URN: urn:nbn:se:kau:diva-44651DOI: 10.1109/HICSS.2016.206ISI: 000377358201091ISBN: 978-0-7695-5670-3 (tryckt)OAI: oai:DiVA.org:kau-44651DiVA, id: diva2:952137
Konferanse
49th Hawaii International Conference on System Sciences (HICSS), JAN 05-08, 2016, Kauai, Hawaii
Tilgjengelig fra: 2016-08-11 Laget: 2016-08-11 Sist oppdatert: 2019-11-13bibliografisk kontrollert

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Olsson, MarcusHögberg, JohanWästlund, ErikGustafsson, Anders
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