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    Gamification and the online retail experience

    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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    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


    Item Type: Article
    Keyword(s) / Subject(s): Online shopping, Gamification, Online retail experience
    School: School of Business, Economics & Informatics > Management
    Depositing User: Daniel Nunan
    Date Deposited: 05 Jan 2017 11:36
    Last Modified: 12 Jun 2021 20:23

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