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Article
Publication date: 21 August 2020

Rory Francis Mulcahy, Nadia Zainuddin and Rebekah Russell-Bennett

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this…

Abstract

Purpose

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.

Design/methodology/approach

Four gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.

Findings

The results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.

Originality/value

This research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature.

Details

Journal of Service Management, vol. 32 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 10 January 2018

Rory Francis Mulcahy, Rebekah Russell-Bennett, Nadia Zainuddin and Kerri-Ann Kuhn

The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and…

Abstract

Purpose

The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative service and social marketing outcomes, satisfaction, knowledge, and behavioural intentions.

Design/methodology/approach

The research adopted a two-study, mixed-method research design, encompassing focus groups (n=21) and online surveys (n=497), using four current marketplace serious m-games. Study 1 was qualitative and the data were analysed in two cycles using an inductive and deductive approach. Study 2 was quantitative and the data were analysed using PLS-SEM.

Findings

The qualitative results of Study 1 discovered a framework of five game design elements for serious m-games. In Study 2, a conceptual model and hypothesised relationships were tested at a full sample level and by each serious m-game. Results show different significant relationships for each serious m-game and moderate to high levels of explanation for satisfaction and knowledge, and low to high levels of explained variance for behavioural intentions. The findings are therefore not only robust across four different serious m-games, but also demonstrate the nuances of the relationships.

Originality/value

This research contributes to two service research priorities: leveraging technology to advance services, and improving well-being through transformative services. This research demonstrates that gamification through serious m-games is one form of technology that can be designed to create a satisfying and knowledge-creating service experience, which can also influence intentions to perform health and well-being behaviours.

Details

Journal of Service Theory and Practice, vol. 28 no. 1
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 18 June 2021

Rory Francis Mulcahy, Ryan McAndrew, Rebekah Russell-Bennett and Dawn Iacobucci

Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail…

Abstract

Purpose

Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper aims to provide contributions to build on both literatures.

Design/methodology/approach

This research tests gamification principles in a large field study on real consumers that includes data from pre-post surveys, gamified app analytics and household energy meters. The data are analyzed using ANOVA’s and structural equation modeling.

Findings

The findings demonstrate: gamification significantly enhanced consumers’ knowledge, attitudes, behavioral intentions and realized bill savings compared to a control group; reward-based game design elements including points, badges and other rewards contribute to enhancing sustainable behavior outcomes.

Research limitations/implications

Future research in settings outside of sustainability may extend upon the findings of the current research to further understanding the impact of reward-based game design elements in marketing.

Practical implications

The findings have important practical implications for how organizations might use serious games to promote sustainable and other desirable behavior. In particular, how reward-based game design elements, points, trophies and badges, can be used to create a chain of relationships that leads to reduced electricity consumption.

Originality/value

This paper fulfills the need to understand if the impact of gamification extends outside of controlled environments and into the field. Further, it demonstrates how reward-based game design elements contribute to consumers changing their behavior, a relationship that is not yet thoroughly understood in the marketing literature.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 May 2019

Aimee Riedel and Rory Francis Mulcahy

The purpose of this paper is to provide insight into whether “more sense makes sense” when attempting to encourage consumers to purchase retail products using technology;…

Abstract

Purpose

The purpose of this paper is to provide insight into whether “more sense makes sense” when attempting to encourage consumers to purchase retail products using technology; that is, does engaging senses in addition to visual and aural senses, such as haptic touch, through interactive retail technology lead to an easier and more enjoyable consumption experience of retail products for consumers, while also enhancing service provider outcomes? To test this assumption (“more sense makes sense”), this study empirically examines whether differences are present in the consumer experience (usefulness, ease of use and customer-perceived value) and service provider outcomes (satisfaction and purchase intentions) across retail technologies with and without haptic touch enabled.

Design/methodology/approach

The study randomly allocated participants to either the haptic touch (haptic touch, visual and aural senses, n = 135) or no haptic touch (visual and aural senses only, n = 182) interactive retail technology condition. The data were analyzed using multivariate analysis of covariance.

Findings

The data provide support for the use of high-interactive technology achieved through the inclusion of haptic touch by showing it to provide a more visually appealing, easy to use, enjoyable and entertaining experience. However, the results also provide insight into boundaries of where the use of haptic touch does not significantly increase outcomes. Overall, the results suggest high-interactive retail technology using haptic touch provides a more entertaining experience for consumers, which leads to increased satisfaction with service providers, but this does not translate into a significant increase in purchase intentions.

Originality/value

This study examines the consumer and service provider benefits and limitations of using haptic touch in interactive retail technology. The effects of haptic touch for both the consumer and service provider have not previously been empirically examined thoroughly in a technological setting.

Details

Journal of Services Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 20 September 2019

Joy Parkinson, Rory Francis Mulcahy, Lisa Schuster and Heini Taiminen

Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The…

Abstract

Purpose

Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services.

Design/methodology/approach

This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users.

Findings

Consumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value.

Research limitations/implications

The proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery.

Practical implications

By understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being.

Originality/value

This research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.

Details

Journal of Service Theory and Practice, vol. 29 no. 3
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 25 February 2019

Kate Letheren, Rebekah Russell-Bennett, Rory Francis Mulcahy and Ryan McAndrew

Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer…

Abstract

Purpose

Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient explanation for how households will engage; hence, this paper aims to address an important gap by examining how households set “rules of engagement” for connected-home technologies in the context of electricity use and monitoring.

Design/methodology/approach

A review of the extant psychology, technology and engagement literature is conducted and yields two research questions for exploration. The research questions are addressed via 43 in-depth household interviews. Analysis includes thematic analysis and computerized text analysis.

Findings

The results include a typology of technology engagement (the “PIP typology”) and discuss three main roles for technology in assisting households: intern, assistant and manager. Key contributions are as follows: consumers in household settings may experience “compromised engagement” where the perceived middle option is selected even if no-one selected that option originally; households open to using connected-home technologies are often taking advantage of their ability to “delegate” engagement to technology, and because consumers humanize technology, they also expect technology to follow social roles and boundaries.

Research limitations/implications

Future research may examine the PIP typology quantitatively and/or in different contexts and would benefit from a longitudinal study to examine how household technology engagement evolves. Four research propositions are provided, which may form the basis for future research.

Practical implications

Recommendations for practitioners are presented regarding the benefits of keeping consumers at the heart of connected-home technology goods and services. Specific design principles are provided.

Originality/value

This paper fulfills the need to understand how households will engage with connected-home technologies and the roles this technology may fulfill in the complex household service system.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 16 August 2019

Jessica Mayer, Nadia Zainuddin, Rebekah Russell-Bennett and Rory Francis Mulcahy

The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.

Abstract

Purpose

The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.

Design/methodology/approach

An online survey of 570 women aged over 50 in one Australian state was conducted (users and non-users of the service). The data were analyzed using structural equation modeling.

Findings

A competing models approach reveals that threat on its own is associated with avoidance coping; however, when brand congruence is high, there is an association with active coping. Social support appears to have a buffering effect on threat and is associated positively with active coping and negatively with avoidance coping.

Originality/value

The study findings suggest that threat appeals should be used with caution in increasing participation in transformative preventative health services due to its double-edged sword effect (increasing both avoidance and active coping). When consumers have social support, this results in active coping and buffers avoidance coping. This research offers useful insights for social marketing and transformative service research.

Details

Journal of Service Theory and Practice, vol. 29 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

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