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Creating brand engagement through in-store gamified customer experiences
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-9559-8700
BI Norwegian Business School, Norway.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-8102-8168
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 122-130Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.

Place, publisher, year, edition, pages
Elsevier, 2019. Vol. 50, p. 122-130
Keywords [en]
Brand engagement, Customer experience, Field experiment, Gamification, Retail
National Category
Economics and Business Psychology
Research subject
Psychology
Identifiers
URN: urn:nbn:se:kau:diva-72500DOI: 10.1016/j.jretconser.2019.05.006ISI: 000471928200014Scopus ID: 2-s2.0-85065402234OAI: oai:DiVA.org:kau-72500DiVA, id: diva2:1324197
Available from: 2019-06-13 Created: 2019-06-13 Last updated: 2019-10-24Bibliographically approved
In thesis
1. Gameful experiences: The not so painful road to gainful behavior
Open this publication in new window or tab >>Gameful experiences: The not so painful road to gainful behavior
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The aim of this work is to investigate the experiences that users make when using gamified services and the effect that such experiences have on the targeted behavioral outcomes. Considerable attention is dedicated to the gameful experience, since this experience is necessary for gamification to affect the target behavior. Moreover, the effectiveness of gamification at triggering different motivational mechanisms and the role of engagement is investigated.

This dissertation contains three papers. Paper 1 uses a mixed-methods approach to develop a model and a measure of the gameful experience. Paper 2 uses a field experimental approach to investigate the effect of gamification on a decision to use offers in a store, and the role of engagement for this effect to occur. Finally, Paper 3 uses a field experiment to investigate the contribution of gamification to value creation in stores and how such value creation relates to brand engagement.

The first main finding is a model of the gameful experience that includes the dimensions of accomplishment, challenge, competition, guided, immersion, playfulness, and social experience, and the instrument for measuring this experience. The second main finding is that challenge-based gamification can induce positive affect, which can influence evaluative judgments (thus utilizing the affective quality of System 1 to change the target behavior) and, ultimately, brand engagement. However, such challenge-based gamification does not seem to be effective when aiming to affect the biased System 1 through effort justification. The third main finding is the results that indicate that a user needs to be engaged in order for a gamified service to work properly.

Abstract [en]

In a series of studies, this dissertation investigates the experiences that users make when using gamified services and the effect that such experiences have on the targeted behavioral outcomes.

The motivational aspects of gamification rely on the creation of the gameful experience. Paper 1 in this dissertation investigates this experience and develops an instrument for its measurement. Paper 2 investigates the effects that gamification has on a decision to use offers in a store and the role of engagement for this effect to occur. Paper 3 investigates the contribution of gamification to value creation in stores and how such value creation relates to brand engagement.

The results of these studies indicate that the gameful experience can be described and measured using a model that includes the dimensions of accomplishment, challenge, competition, guided, immersion, playfulness, and social experience. The results also indicate that the implemented challenge-based gamification, in the form of a quiz, can induce positive affect, which can influence evaluative judgments and, ultimately, brand engagement. However, the results did not show that such gamification drove the target behavior through effort justification. Finally, the results display one of the conditions for such challenge-based gamification to be effective: the user needs to be engaged.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2019. p. 67
Series
Karlstad University Studies, ISSN 1403-8099 ; 2019:26
Keywords
Gamification, Gameful experience, Engagement, Customer experience, In-store marketing
National Category
Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-74669 (URN)978-91-7867-050-5 (ISBN)978-91-7867-060-4 (ISBN)
Public defence
2019-10-22, 1B309, Karlstads Universitet, Karlstad, 10:00 (Swedish)
Opponent
Supervisors
Available from: 2019-10-01 Created: 2019-09-07 Last updated: 2019-10-01Bibliographically approved

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