The Epic Game of Creating a Successful Gamified Co-Creation Strategy
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 majo...
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-12-01
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| Series: | Administrative Sciences |
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| Online Access: | https://www.mdpi.com/2076-3387/13/1/11 |
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| author | João M. Lopes Sofia Gomes Nélia Santos Hugo Cussina Isabel Vieira Maria Escudeiro Lissandra Maio Yolanda Magalhães |
| author_facet | João M. Lopes Sofia Gomes Nélia Santos Hugo Cussina Isabel Vieira Maria Escudeiro Lissandra Maio Yolanda Magalhães |
| author_sort | João M. Lopes |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-03-09T09:38:22Z |
| format | Article |
| id | doaj.art-f82b38f7e3a7471f991bbf3ebdbcb07f |
| institution | Directory Open Access Journal |
| issn | 2076-3387 |
| language | English |
| last_indexed | 2024-03-09T09:38:22Z |
| publishDate | 2022-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj.art-f82b38f7e3a7471f991bbf3ebdbcb07f2023-12-02T01:15:38ZengMDPI AGAdministrative Sciences2076-33872022-12-011311110.3390/admsci13010011The Epic Game of Creating a Successful Gamified Co-Creation StrategyJoão M. Lopes0Sofia Gomes1Nélia Santos2Hugo Cussina3Isabel Vieira4Maria Escudeiro5Lissandra Maio6Yolanda Magalhães7Miguel Torga Institute of Higher Education, NECE-UBI—Research Unit in Business Sciences, University of Beira Interior, R. Marquês de Ávila e Bolama, 6201-001 Covilhã, PortugalREMIT—Research on Economics, Management and Information Technologies, Universidade Portucalense, R. Dr. António Bernardino de Almeida 541, 4200-072 Porto, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalMiguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, PortugalThis 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.https://www.mdpi.com/2076-3387/13/1/11gamificationonline shoppingco-creationecommerceonline retail experience |
| spellingShingle | João M. Lopes Sofia Gomes Nélia Santos Hugo Cussina Isabel Vieira Maria Escudeiro Lissandra Maio Yolanda Magalhães The Epic Game of Creating a Successful Gamified Co-Creation Strategy Administrative Sciences gamification online shopping co-creation ecommerce online retail experience |
| title | 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_short | The Epic Game of Creating a Successful Gamified Co-Creation Strategy |
| title_sort | epic game of creating a successful gamified co creation strategy |
| topic | gamification online shopping co-creation ecommerce online retail experience |
| url | https://www.mdpi.com/2076-3387/13/1/11 |
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