Exploring the role of gamification in the online shopping experience in retail stores: An exploratory study

dc.contributor.authorLopes, João M.
dc.contributor.authorLopes, Pedro
dc.contributor.authorSilva, Adriana
dc.contributor.authorLourenço, Daniel
dc.contributor.authorEsteves, Duarte
dc.contributor.authorRedondo, Valter
dc.contributor.authorGomes, Sofia
dc.date.accessioned2023-04-18T15:36:18Z
dc.date.available2023-04-18T15:36:18Z
dc.date.issued2023-04-15
dc.description.abstractOnline 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.pt_PT
dc.identifier.citationLopes, 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/11328/4745pt_PT
dc.identifier.doihttps://doi.org/10.3390/socsci12040235pt_PT
dc.identifier.issn2076-0760
dc.identifier.urihttp://hdl.handle.net/11328/4745
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPI - Multidisciplinary Digital Publishing Institutept_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectOnline shoppingpt_PT
dc.subjectGamificationpt_PT
dc.subjectCo-creationpt_PT
dc.subjectOnline retail experiencept_PT
dc.subjecte-Commercept_PT
dc.subjectMarketingpt_PT
dc.titleExploring the role of gamification in the online shopping experience in retail stores: An exploratory studypt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue4pt_PT
degois.publication.lastPage15pt_PT
degois.publication.titleSocial Sciencespt_PT
degois.publication.volume12pt_PT
dspace.entity.typePublicationen
person.affiliation.nameREMIT - Research on Economics, Management and Information Technologies
person.familyNameGomes
person.givenNameSofia
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.orcid0000-0002-0326-0655
person.identifier.ridAAX-9149- 2021
person.identifier.scopus-author-id36983012600
relation.isAuthorOfPublication05ebcd91-a47c-4480-bf6a-7865f2014dc2
relation.isAuthorOfPublication.latestForDiscovery05ebcd91-a47c-4480-bf6a-7865f2014dc2

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