Insley, V. and Nunan, Daniel (2014) Gamification and the online retail experience. International Journal of Retail and Distribution Management 42 (5), pp. 340-351. ISSN 0959-0552.
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Abstract
Purpose: As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers. Design / Methodology / Approach: The research adopts a qualitative methodology carrying out 16 in-depth interviews with individuals who are frequent online shoppers. Findings: Findings support the importance of including game elements to enhance the retail experience. However, data also suggests that without appropriate management customers can subvert gamification strategies to create their own ‘games’, increasing competitive pressure between retailers. Practical Implications: The paper suggests ways in which retailers might successfully 'gamify' their online retail stores and reduce incidences of undesirable customer behaviour. Originality / value: This paper provides empirical support to the current paucity of research into the role of gamification in the context of the online retail experience
Metadata
| Item Type: | Article |
|---|---|
| Keyword(s) / Subject(s): | Online shopping, Gamification, Online retail experience |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Daniel Nunan |
| Date Deposited: | 13 Oct 2016 07:12 |
| Last Modified: | 02 Aug 2023 17:26 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/16243 |
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