The epic game of creating a successful gamified co-creation strategy

Detalhes bibliográficos
Autor(a) principal: Lopes, João M.
Data de Publicação: 2022
Outros Autores: Gomes, Sofia, Santos, Nélia, Cussina, Hugo, Vieira, Isabel, Escudeiro, Maria, Maio, Lissandra, Magalhães, Yolanda
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/11328/4596
https://doi.org/10.3390/admsci13010011
Resumo: This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.
id RCAP_fca7a4940f4dcd7f6e4d1d87d84210db
oai_identifier_str oai:repositorio.upt.pt:11328/4596
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The epic game of creating a successful gamified co-creation strategyGamificationOnline shoppingCo-creationEcommerceOnline retail experienceThis paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.MDPI - Multidisciplinary Digital Publishing Institute2023-01-04T17:41:18Z2023-01-042022-12-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfLopes, J. M., Gomes, S., Santos, N., Cussina, H., Vieira, I., Escudeiro, M, Maio, L., & Magalhães, Y. (2022). The epic game of creating a successful gamified co-creation strategy. Administrative Sciences, 13(1) 11, 1-15. https://doi.org/10.3390/admsci13010011. Repositório Institucional UPT. http://hdl.handle.net/11328/4596http://hdl.handle.net/11328/4596Lopes, J. M., Gomes, S., Santos, N., Cussina, H., Vieira, I., Escudeiro, M, Maio, L., & Magalhães, Y. (2022). The epic game of creating a successful gamified co-creation strategy. Administrative Sciences, 13(1) 11, 1-15. https://doi.org/10.3390/admsci13010011. Repositório Institucional UPT. http://hdl.handle.net/11328/4596http://hdl.handle.net/11328/4596https://doi.org/10.3390/admsci13010011eng2076-3387 (Electronic)https://www.mdpi.com/journal/admscihttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessLopes, João M.Gomes, SofiaSantos, NéliaCussina, HugoVieira, IsabelEscudeiro, MariaMaio, LissandraMagalhães, Yolandareponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-16T02:01:30Zoai:repositorio.upt.pt:11328/4596Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:38:22.989600Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The epic game of creating a successful gamified co-creation strategy
title The epic game of creating a successful gamified co-creation strategy
spellingShingle The epic game of creating a successful gamified co-creation strategy
Lopes, João M.
Gamification
Online shopping
Co-creation
Ecommerce
Online retail experience
title_short The epic game of creating a successful gamified co-creation strategy
title_full The epic game of creating a successful gamified co-creation strategy
title_fullStr The epic game of creating a successful gamified co-creation strategy
title_full_unstemmed The epic game of creating a successful gamified co-creation strategy
title_sort The epic game of creating a successful gamified co-creation strategy
author Lopes, João M.
author_facet Lopes, João M.
Gomes, Sofia
Santos, Nélia
Cussina, Hugo
Vieira, Isabel
Escudeiro, Maria
Maio, Lissandra
Magalhães, Yolanda
author_role author
author2 Gomes, Sofia
Santos, Nélia
Cussina, Hugo
Vieira, Isabel
Escudeiro, Maria
Maio, Lissandra
Magalhães, Yolanda
author2_role author
author
author
author
author
author
author
dc.contributor.author.fl_str_mv Lopes, João M.
Gomes, Sofia
Santos, Nélia
Cussina, Hugo
Vieira, Isabel
Escudeiro, Maria
Maio, Lissandra
Magalhães, Yolanda
dc.subject.por.fl_str_mv Gamification
Online shopping
Co-creation
Ecommerce
Online retail experience
topic Gamification
Online shopping
Co-creation
Ecommerce
Online retail experience
description This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-30T00:00:00Z
2023-01-04T17:41:18Z
2023-01-04
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv Lopes, J. M., Gomes, S., Santos, N., Cussina, H., Vieira, I., Escudeiro, M, Maio, L., & Magalhães, Y. (2022). The epic game of creating a successful gamified co-creation strategy. Administrative Sciences, 13(1) 11, 1-15. https://doi.org/10.3390/admsci13010011. Repositório Institucional UPT. http://hdl.handle.net/11328/4596
http://hdl.handle.net/11328/4596
Lopes, J. M., Gomes, S., Santos, N., Cussina, H., Vieira, I., Escudeiro, M, Maio, L., & Magalhães, Y. (2022). The epic game of creating a successful gamified co-creation strategy. Administrative Sciences, 13(1) 11, 1-15. https://doi.org/10.3390/admsci13010011. Repositório Institucional UPT. http://hdl.handle.net/11328/4596
http://hdl.handle.net/11328/4596
https://doi.org/10.3390/admsci13010011
identifier_str_mv Lopes, J. M., Gomes, S., Santos, N., Cussina, H., Vieira, I., Escudeiro, M, Maio, L., & Magalhães, Y. (2022). The epic game of creating a successful gamified co-creation strategy. Administrative Sciences, 13(1) 11, 1-15. https://doi.org/10.3390/admsci13010011. Repositório Institucional UPT. http://hdl.handle.net/11328/4596
url http://hdl.handle.net/11328/4596
https://doi.org/10.3390/admsci13010011
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2076-3387 (Electronic)
https://www.mdpi.com/journal/admsci
dc.rights.driver.fl_str_mv http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI - Multidisciplinary Digital Publishing Institute
publisher.none.fl_str_mv MDPI - Multidisciplinary Digital Publishing Institute
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799134942022598656