The Epic Game of Creating a Successful Gamified Co-Creation Strategy

João M. Lopes (), Sofia Gomes, Nélia Santos, Hugo Cussina, Isabel Vieira, Maria Escudeiro, Lissandra Maio and Yolanda Magalhães
Additional contact information
João M. Lopes: Miguel Torga Institute of Higher Education, NECE-UBI—Research Unit in Business Sciences, University of Beira Interior, R. Marquês de Ávila e Bolama, 6201-001 Covilhã, Portugal
Sofia Gomes: REMIT—Research on Economics, Management and Information Technologies, Universidade Portucalense, R. Dr. António Bernardino de Almeida 541, 4200-072 Porto, Portugal
Nélia Santos: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal
Hugo Cussina: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal
Isabel Vieira: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal
Maria Escudeiro: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal
Lissandra Maio: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal
Yolanda Magalhães: Miguel Torga Institute of Higher Education, Largo Cruz de Celas 1, 3000-132 Coimbra, Portugal

Administrative Sciences, 2022, vol. 13, issue 1, 1-15

Abstract: This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.

Keywords: gamification; online shopping; co-creation; ecommerce; online retail experience (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
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