Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore

Ingrid Poncin, Marion Garnier, Mohammed Slim Ben Mimoun and Thomas Leclercq

Technological Forecasting and Social Change, 2017, vol. 124, issue C, 320-331

Abstract: The emergence of smart technologies is increasingly catching the attention of researchers and practitioners, especially in retailing contexts. However, empirical studies investigating the impact of technologies' design on customers' shopping experience remain limited. In response to this gap, this research analyzes the impact of gamification mechanics, a widely used tool to design smart technologies, on customers' experience, emotions and the resulting behavioral intentions. Therefore, we first examine the impact of two gamification mechanics, challenge and fantasy, on customer experience and patronage intentions. Then, we specifically study the case of the Smartstore, a smart innovative technology used to personalize items in retailing contexts and combining these two gamification mechanics in comparison with a classical interface without any gamification mechanics. Based on those two experimental studies, our findings confirm that personalizing a product through a gamified interface might have a positive impact in terms of experience during the process but also on patronage intentions. Hence this research also shows that solely adding gamification mechanics such as challenge and fantasy in a smart interface is not enough to significantly enhance the quality of the perceived experience.

Keywords: Gamification; Smart technology; Experience (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162517301361
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:124:y:2017:i:c:p:320-331

DOI: 10.1016/j.techfore.2017.01.025

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().