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The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program

Kyongseok Kim and Ahn, Sun Joo (Grace)

Journal of Interactive Marketing, 2017, vol. 40, issue C, 41-51

Abstract: Based on Self-Determination Theory (SDT), this study examined how rewards could weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who received a salient reward (an explicit requirement and deadline for reward achievement and no reward options) presented lower intrinsic motivation to engage in the loyalty program than those who received its non-salient counterpart (a less explicit requirement, no deadline, and reward options). Study 2 found that the salient reward presented in the gamified form using graphical feedback enhanced the lowered intrinsic motivation. Implications for designing effective loyalty programs are discussed.

Keywords: loyalty programs; rewards; gamification; intrinsic motivation; extrinsic motivation; self-determination theory (search for similar items in EconPapers)
Date: 2017
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Handle: RePEc:eee:joinma:v:40:y:2017:i:c:p:41-51