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  • 1.
    Aas, Tor Helge
    et al.
    University of Agder, Norway.
    Hjemdahl, Kirsti
    University of Agder, Norway.
    Högberg, Johan
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Nordgård, Daniel
    University of Agder, Norway.
    Olsson Ramberg, Marcus
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Wästlund, Erik
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Contextualizing mobile advertisement using location based services: A field experiment2019Conference paper (Other academic)
  • 2.
    Högberg, Johan
    et al.
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Olsson, Marcus
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Gustafsson, Anders
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Wästlund, Erik
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Gamified in-store shopping: A field experiment integrating gamification with location based services2016In: 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland: Book of abstracts / [ed] S. Rasouli & H.J.P. Timmermans, Eindhoven: Technische Universiteit Eindhoven, 2016Conference paper (Refereed)
  • 3.
    Högberg, Johan
    et al.
    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), Department of Social and Psychological Studies (from 2013).
    Olsson, Marcus
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Wästlund, Erik
    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), Department of Social and Psychological Studies (from 2013).
    Gamified in-store shopping: A field experiment investigating the effect off gamification2017Conference paper (Refereed)
  • 4.
    Högberg, Johan
    et al.
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Olsson Ramberg, Marcus
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Gustafsson, Anders
    BI Norwegian Business School, Norway.
    Wästlund, Erik
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
    Creating brand engagement through in-store gamified customer experiences2019In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 122-130Article in journal (Refereed)
    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.

  • 5.
    Olsson, Marcus
    et al.
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
    Högberg, Johan
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013).
    Wästlund, Erik
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013).
    Gustafsson, Anders
    Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). BI Norwegian Sch Management, Oslo, Norway.
    In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment2016In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), IEEE conference proceedings, 2016, p. 1634-1641Conference paper (Refereed)
    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.

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