In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customers and companies. Based on the constructs of shared value, consumer engagement and gamification, it creates a conceptual model and a research methodology to enable empirical testing and provide complex empirical research findings. The book demonstrates the use of game elements and the motivation to play games as a means of achieving a psychological effect, i.e., consumer engagement manifested through gamified activities and brand engagement.
This joint empirical study, by an expert team, concludes that the analysis of consumer perceived value in the context of engagement in gamified activities should distinguish between not just the theoretically identified company/brand-related economic, emotional, functional and social values, but also between engagement-related social and functional values.
Author(s): Rimantas Gatautis, Jūratė Banytė, Elena Vitkauskaitė
Series: Progress in IS
Publisher: Springer
Year: 2021
Language: English
Pages: 216
City: Cham
Contents
Introduction
The Concept of Shared Value in the Context of Newest Marketing Theories
1 Research Analysis of the Concept of Value
2 Principle Assumptions on Shared Value Creation
3 Identification of Shared Value Dimensions
Consumer Engagement in the Context of Value Creation
1 The Concept of Consumer Engagement: Critical Analysis of Theoretical Approaches
2 Consumer Engagement Behaviour in Traditional and Virtual Environments
3 Factors Causing Consumer Engagement
4 Substantiation of Consumer Engagement Dimensions
Expression of the Concept of Gamification in the Context of ICT Development
1 Genesis and Development of the Concept of Gamification
2 Associations Between the Concept of Gamification and Other Theories
3 Enabling Gamification Through Game Elements
4 Identification of Motives to Play Games
5 Criticism on the Concept of Gamification
The Conceptual Model of Gamification-Based Consumer Engagement in Value Creation
Research Methodology of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development
1 Methodological Approaches
2 Qualitative Research Methodology
3 Quantitative Research Methodology
Research Results of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development
1 Qualitative Research Results
1.1 Results of the Target Group Discussion
1.2 Results of Content Analysis of Gamification Cases
2 Analysis of Quantitative Research Results
2.1 Structure of Research Constructs and Methodological Quality Indicators
2.2 The Role of Gamification in Consumer Engagement
2.3 Expression of Consumer Engagement in Gamification
2.4 Expression of Consumer Perceived Value Through Engagement in Gamified Activities
Conclusions and Further Research Directions
Annexes
Annex A: Measurement Scales of Consumer Engagement
Annex B: Measurement Scales of the Flow State
Annex C: Calculated Results of Direct, Indirect and Total Gamification Influence on Consumer Perceived Value
References
