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In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies.ORCID iD: 0000-0001-8102-8168
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. BI Norwegian Sch Management, Oslo, Norway.ORCID iD: 0000-0001-8278-1442
2016 (English)In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), 2016, 1634-1641 p.Conference paper (Refereed)Text
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
2016. 1634-1641 p.
Series
, Proceedings of the Annual Hawaii International Conference on System Sciences, ISSN 1060-3425
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
URN: urn:nbn:se:kau:diva-44651DOI: 10.1109/HICSS.2016.206ISI: 000377358201091ISBN: 978-0-7695-5670-3OAI: oai:DiVA.org:kau-44651DiVA: diva2:952137
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: 2016-08-15Bibliographically approved

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Olsson, MarcusHögberg, JohanWästlund, ErikGustafsson, Anders
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Karlstad Business SchoolDepartment of Social and Psychological StudiesService Research Center
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