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Publications (5 of 5) Show all publications
Aas, T. H., Hjemdahl, K., Högberg, J., Nordgård, D., Olsson Ramberg, M. & Wästlund, E. (2019). Contextualizing mobile advertisement using location based services: A field experiment. In: : . Paper presented at 26th Recent Advances in Retailing & Services Science Conference.
Open this publication in new window or tab >>Contextualizing mobile advertisement using location based services: A field experiment
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2019 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-72190 (URN)
Conference
26th Recent Advances in Retailing & Services Science Conference
Available from: 2019-05-29 Created: 2019-05-29 Last updated: 2019-07-15Bibliographically approved
Högberg, J., Olsson Ramberg, M., Gustafsson, A. & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122-130
Open this publication in new window or tab >>Creating brand engagement through in-store gamified customer experiences
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 122-130Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.

Place, publisher, year, edition, pages
Elsevier, 2019
Keywords
Brand engagement, Customer experience, Field experiment, Gamification, Retail
National Category
Economics and Business Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-72500 (URN)10.1016/j.jretconser.2019.05.006 (DOI)000471928200014 ()2-s2.0-85065402234 (Scopus ID)
Available from: 2019-06-13 Created: 2019-06-13 Last updated: 2019-10-24Bibliographically approved
Högberg, J., Olsson, M. & Wästlund, E. (2017). Gamified in-store shopping: A field experiment investigating the effect off gamification. In: : . Paper presented at 26th Annual Frontiers in Service 2017, June 22-25, New York, USA.
Open this publication in new window or tab >>Gamified in-store shopping: A field experiment investigating the effect off gamification
2017 (English)Conference paper, Oral presentation only (Refereed)
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-63949 (URN)
Conference
26th Annual Frontiers in Service 2017, June 22-25, New York, USA
Available from: 2017-09-25 Created: 2017-09-25 Last updated: 2019-09-26Bibliographically approved
Högberg, J., Olsson, M., Gustafsson, A. & Wästlund, E. (2016). Gamified in-store shopping: A field experiment integrating gamification with location based services. In: S. Rasouli & H.J.P. Timmermans (Ed.), 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland: Book of abstracts. Paper presented at 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland. Eindhoven: Technische Universiteit Eindhoven
Open this publication in new window or tab >>Gamified in-store shopping: A field experiment integrating gamification with location based services
2016 (English)In: 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland: Book of abstracts / [ed] S. Rasouli & H.J.P. Timmermans, Eindhoven: Technische Universiteit Eindhoven, 2016Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Eindhoven: Technische Universiteit Eindhoven, 2016
National Category
Business Administration
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-63958 (URN)
Conference
23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland
Available from: 2017-09-25 Created: 2017-09-25 Last updated: 2019-07-17Bibliographically approved
Olsson, M., Högberg, J., Wästlund, E. & Gustafsson, A. (2016). In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment. In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS): . Paper presented at 49th Hawaii International Conference on System Sciences (HICSS), JAN 05-08, 2016, Kauai, Hawaii (pp. 1634-1641). IEEE conference proceedings
Open this publication in new window or tab >>In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
2016 (English)In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), IEEE conference proceedings, 2016, p. 1634-1641Conference paper, Published paper (Refereed)
Abstract [en]

Traditional retailers are facing strong competition from e-commerce. One way to meet this challenge is to follow the marketing movement of focusing on customer experiences. This transformation is based on the notion of engaging customers and one way to drive this engagement is through gamification to support value creation. In this study, we have identified variables affecting intentions to use gamified services and in what ways. For this purpose, we developed an app that generated different levels of gamification by varying the number of game elements. The data from a survey distributed during a field experiment indicates that an increasing level of gamification and technology experience have direct positive associations with intrinsic motivation. Furthermore, intrinsic motivation has a positive direct association with satisfaction, although this is partly mediated by mood. Finally, satisfaction has a positive direct relation with intention to use.

Place, publisher, year, edition, pages
IEEE conference proceedings, 2016
Series
Proceedings of the Annual Hawaii International Conference on System Sciences, ISSN 1530-1605, E-ISSN 2572-6862
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-44651 (URN)10.1109/HICSS.2016.206 (DOI)000377358201091 ()978-0-7695-5670-3 (ISBN)
Conference
49th Hawaii International Conference on System Sciences (HICSS), JAN 05-08, 2016, Kauai, Hawaii
Available from: 2016-08-11 Created: 2016-08-11 Last updated: 2019-11-13Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-9559-8700

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