Exploring the role of gamification in the online shopping experience in retail stores: An exploratory study
Date
2023-04-15
Embargo
Advisor
Coadvisor
Journal Title
Journal ISSN
Volume Title
Publisher
MDPI - Multidisciplinary Digital Publishing Institute
Language
English
Alternative Title
Abstract
Online retail shops increasingly implement gamified marketing strategies to enrich con- sumers’ online experience and increase engagement. This study aims to evaluate the ludic experience of consumers in online retail stores and the role of gamification and game mechanics in changing the online shopping experience. It seeks to assess, through a qualitative methodology, based on an exploratory study approach obtained through 30 interviews with Portuguese consumers, whether consumers have playful experiences when shopping in online retail shops and whether the intro- duction of game mechanics changes this experience by generating co-creation. The results show that online shopping can be playful and generate positive emotional benefits. However, gamification in online retail shops is not guided by a co-creation process, nor do game mechanics create greater online consumer engagement. There is a need to review how gamification is introduced in online retail shops, and strategies should be designed to co-create experience value and brand co-creation. This study is original, as it contributes to developing knowledge about gamification in the context of the online retail experience. Studies on this topic are scarce, and this study contributes to filling that gap.
Keywords
Online shopping, Gamification, Co-creation, Online retail experience, e-Commerce, Marketing
Document Type
Journal article
Publisher Version
Dataset
Citation
Lopes, J. M., Gomes, S., Lopes, P., Silva, A., Lourenço, D., Esteves, D., Cardoso, M., & Redondo, V. (2023). Exploring the role of gamification in the online shopping experience in retail stores: An exploratory study. Social Sciences, 12(4), 235, 1-15. https://doi.org/10.3390/ socsci12040235. Repositório Institucional UPT. http://hdl.handle.net/11328/4745
Identifiers
TID
Designation
Access Type
Open Access