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1 – 10 of 585
Article
Publication date: 11 January 2024

Neringa Vilkaite - Vaitone, Sigita Kirse, Karina Adomaviciute - Sakalauske, Vytautas Dikcius and Ignas Zimaitis

This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most…

Abstract

Purpose

This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.

Design/methodology/approach

The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.

Findings

The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.

Originality/value

The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 25 August 2023

Hung-Tai Tsou and Mukti Trio Putra

A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between…

1043

Abstract

Purpose

A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.

Design/methodology/approach

Using the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.

Findings

The gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.

Originality/value

This study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

Details

Marketing Intelligence & Planning, vol. 41 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 12 January 2024

Mohd Hanafi Azman Ong and Nur Syafikah Ibrahim

The purpose of this study is to explore the relationship of gamification design elements on social play habit and we-intention to continue playing in a mobile multiplayer game…

Abstract

Purpose

The purpose of this study is to explore the relationship of gamification design elements on social play habit and we-intention to continue playing in a mobile multiplayer game context. The study further intends to reveal the mediating role of social play habit in the relationship between gamification design elements and we-intention to continue playing.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 292 PUBG users based in Malaysia. PLS-SEM analysis was used to assess the model since it includes formative and reflective constructs.

Findings

The results indicated that gamification design elements significantly affect social play habit in a positive direction. In the simultaneous condition, social play habit also significantly affects the we-intention to continue playing the mobile multiplayer game. However, these three elements of gamification design did not significantly affect the formation of we-intention to continue playing in the context of mobile multiplayer games. Notably, social play habit was found to fully mediate the relationships between immersive-related interaction, achievement-related interaction, social-related interaction and we-intention to continue playing.

Research limitations/implications

This study highlights the importance of social play habits as a factor linking the relationship between gamification design elements and we-intention to continue playing. In addition, this study also provides significant insights for the game creators to emphasise the gamification design elements so that the sustainability of the game can be secured from the perspective of retaining the current users through the social play habit element.

Originality/value

The study is noteworthy because it is the first attempt to use gamification design elements to explain how social play habit affect the formation of we-intention to continue playing in the setting of a mobile multiplayer game environment. In addition, the findings may add to the body of knowledge in the field of gamification theory.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 6 April 2023

Ayodeji Emmanuel Oke, John Aliu, Ahmed Farouk Kineber and Timilehin Abayomi

This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective…

Abstract

Purpose

This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective and efficient delivery of construction projects.

Design/methodology/approach

Data were obtained from construction professionals including architects, builders, engineers and quantity surveyors. Retrieved data were analyzed using several statistical tools such as percentages, frequencies, mean item scores and exploratory factor analyses.

Findings

The analysis revealed that progress bars, certificates and bonuses are the significant game elements adopted by professionals, but there is a low awareness of elements such as avatars and badges.

Practical implications

There is a salient need for construction stakeholders' awareness of the importance of gamification and game elements as a key digital tool for the delivery of construction projects. The findings of this study make a case for stakeholders, professional bodies and government agencies to embrace and implement gamification practices in the construction sector.

Originality/value

This study is the first conducted in Nigeria to examine the level of awareness and usage of game elements among construction professionals. The findings of this study will provide a reference point for researchers who will undertake studies relating to the concept of gamification in the construction industry context.

Details

International Journal of Building Pathology and Adaptation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-4708

Keywords

Article
Publication date: 22 August 2022

Neerja Kashive and Sayali Mohite

This study aims to look at the integration of gamification in an e-learning model based on the technology acceptance model. The data was collected from respondents residing in…

Abstract

Purpose

This study aims to look at the integration of gamification in an e-learning model based on the technology acceptance model. The data was collected from respondents residing in India and elements of gamification (achievement, immersion and social) and personal characteristics of learners (self-efficacy, computer anxiety and enjoyment) and their impact on perceived ease of use (PEOU) and perceived usefulness (PU) were tested.

Design/methodology/approach

The data were collected from students and professionals who have ever played games during learning while using an e-learning module. Structural equation modeling using smart partial least square was used to create a model.

Findings

The findings showed that enjoyment affected both PEOU and PU and attitude toward e-learning. Achievement and social elements impacted attitude and the immersion element moderated the relation between enjoyment and PEOU and PU. These finally impact attitude and satisfaction, leading to higher intention to use e-learning platforms.

Research limitations/implications

Because this study is very specific to the Indian context, a broad generalization requires further exploration in other cultural contexts. The absence of this exploration is one of the limitations of this study.

Originality/value

This study tested the GAMEFULQUEST suggested by Högberg et al. (2019) based on self-determination theory and its impact on the overall e-learning experience. The moderation of immersion has come out to be significant and achievement and social elements impacted attitude.

Article
Publication date: 26 April 2023

Lei Zhou and Yanni Yang

This study aims to analyze the construction of gamification service in university libraries in China and to help university libraries improve service and user experience.

Abstract

Purpose

This study aims to analyze the construction of gamification service in university libraries in China and to help university libraries improve service and user experience.

Design/methodology/approach

This study took 147 university libraries in China as research object, analyzed the gamification services announced by these libraries on official websites, Weibo, WeChat and other platforms during the period from July 1, 2021 to August 20, 2022, and investigated the gamification services from the four aspects of functions, forms, game elements and mechanisms.

Findings

The results show that the gamification service of university library in China is often used in the popularization of scientific and cultural knowledge, information literacy education, reading promotion, library service promotion and library entrance education. Questions and answers, points contests, passing the game level and treasure hunting are common forms of games. At the same time, many gamification services combine game elements such as points, leaderboards and grades with the game mechanism to enhance readers’ participation.

Originality/value

This study investigates gamification services of university libraries in China and provides suggestions for optimizing gamification services, which can provide reference for libraries in China and other countries.

Details

Digital Library Perspectives, vol. 39 no. 3
Type: Research Article
ISSN: 2059-5816

Keywords

Article
Publication date: 13 October 2023

Nikolaos Stylos and Chris A. Vassiliadis

Drawing from the Personal Construct Theory, this study aims to analyze the impact of using gamified apps on user behavior by investigating the service-related images and…

Abstract

Purpose

Drawing from the Personal Construct Theory, this study aims to analyze the impact of using gamified apps on user behavior by investigating the service-related images and individual preferences of Generation Z (GenZ) consumers, as these emerge from gamified applications in a tourism context.

Design/methodology/approach

The repertory grid analysis (RGA) elicited the top elements that reflect GenZer perceptions in tourism from empirical studies in the UK and Greece. Generalized procrustes analysis was used to investigate the structure of the data for the creation of representative consensus biplots of the most important conceptual constructs to advance consumer decision-making modeling via gamification.

Findings

As per different gamified app best-practices considered, the authors extract not only common perceptual elements (e.g. place informative aspects, exploration, lodgings, food/catering) but also different image components (e.g. virtual/interactive, business vs commercial traveling, entertainment, heritage/cultural informative aspects) from comparing UK with Greek GenZers’ responses. These extracted attributes are then presented in two dimensional charts, respectively, toward creating tourist perception scales.

Research limitations/implications

Notwithstanding the wide availability of gamified apps, research on gamification design in tourism and hospitality is still in the early phase. This study demonstrates the need to identify and optimize the formation of different images among GenZers. It also highlights the advantageous nature of the proposed combination of procrustes analysis with the RGA.

Originality/value

To the best of the authors’ knowledge, this research is among the first empirical ones toward creating scales for measuring tourist perceptions of GenZers coming from different consumer markets. It responds to scholars’ recent calls for better informing gamification design and improving contemporary consumer experience.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 26 April 2023

Sattwik Mohanty and B. Prabu Christopher

This paper aims to examine how gamification components affect training outcomes through intrinsic or extrinsic motivation (IM and EM), drawing on the self-determination motivation…

Abstract

Purpose

This paper aims to examine how gamification components affect training outcomes through intrinsic or extrinsic motivation (IM and EM), drawing on the self-determination motivation theory.

Design/methodology/approach

In this study, survey method has been used to analyse the hypotheses and objective of the research. A total of 260 surveys were received through the web-based stage and 260 surveys were legitimate. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0 software.

Findings

The findings represent how IM intervenes in gamification parts of training outcomes. Apart from the indirect effect, this study also shows the immediate effect of experience point and progress bar affecting IM and EM. This study shows that the immediate effect of IM has a positive impact on training outcomes, however there is an adverse consequence in the event of EM on training outcomes as well as there is no intervening or mediating impact.

Originality/value

In this study, the authors offer novel research that might aid businesses in identifying the most important aspects of gamification for the relevant personnel. There is a substantial correlation between gamification and employee engagement that was previously focused on. With particular emphasis on the progress bar and experience point, the authors have demonstrated a connection between IM and EM through the use of gamification elements, paving the way for businesses to place a greater emphasis on intrinsic drive-in gamification systems intended to enhance employee training.

Article
Publication date: 28 February 2023

Jorge H.O. Silva, Glauco H.S. Mendes, Jorge G. Teixeira and Daniel Braatz

While academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This…

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Abstract

Purpose

While academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.

Design/methodology/approach

Since CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.

Findings

This article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.

Originality/value

This article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.

Details

Journal of Service Theory and Practice, vol. 33 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 28 November 2023

Stefano Torresan and Andreas Hinterhuber

This literature review explores the potential of gamification in workplace learning beyond formal training. The study also highlights research gaps and opportunities for scholars…

1160

Abstract

Purpose

This literature review explores the potential of gamification in workplace learning beyond formal training. The study also highlights research gaps and opportunities for scholars to develop new theories and methodologies to enhance the understanding and application of gamification in workplace learning. It provides guidance for managers to use gamification to enhance learning and engagement. Ultimately, this review presents gamification as a promising field of study to increase individual and organizational performance.

Design/methodology/approach

Literature review of 6625 papers in the timeframe 1990–2020, with an update to include papers published in 2023.

Findings

This article examines the impact of gamification beyond formal learning and its potential to enhance employee productivity and well-being in the workplace. While there has been extensive research on gamification in formal learning contexts, little is known about its impact on informal learning. The study argues that the context of gamification is crucial to extending its effects and discusses the role, antecedents and consequences of game design elements in the workplace. The article also explores how the learning context relates to employee learning during work. Further research is necessary to investigate the impact of individual characteristics on work experience and performance.

Research limitations/implications

Intended contribution of the present study is the development of a theoretical framework exploring the benefits of gamification in a work context.

Practical implications

For practicing managers, this paper shows how to use gamification to increase workplace learning and employee engagement, not just in the context of formal learning—as some companies already do today—but also systematically, in the context of informal learning.

Originality/value

This study explores the impact of gamification on informal workplace learning and emphasizes the significance of the context of gamification in extending its effects to improve individual and organizational performance.

Details

Management Decision, vol. 61 no. 13
Type: Research Article
ISSN: 0025-1747

Keywords

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