Exploring the Role of Gamification in the Online Shopping Experience in Retail Stores: An Exploratory Study

Author:

Lopes João M.12ORCID,Gomes Sofia3ORCID,Lopes Pedro1,Silva Adriana1,Lourenço Daniel1,Esteves Duarte1,Cardoso Mafalda1,Redondo Valter1

Affiliation:

1. Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal

2. NECE-UBI—Research Unit in Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal

3. REMIT—Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal

Abstract

Online retail shops increasingly implement gamified marketing strategies to enrich consumers’ 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 introduction 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.

Funder

national funds

Publisher

MDPI AG

Subject

General Social Sciences

Cited by 5 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Gamification in Retail: Enhancing Grocery Customer Experience with Location-Based Strategies;International Journal of Serious Games;2024-06-26

2. Can gamified e-service quality improve customer value co-creation and relationship quality in e-retailing?;International Journal of Quality and Service Sciences;2024-03-18

3. Omnichannel marketing: a systematic review and research agenda;The International Review of Retail, Distribution and Consumer Research;2024-03-08

4. Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?;Sustainability;2023-12-01

5. Does Gamification Affect Customer Brand Engagement and Brand Value Co-Creation?;Advances in Marketing, Customer Relationship Management, and E-Services;2023-09-18

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