Exploring the Role of Gamification in the Online Shopping Experience in Retail Stores: An Exploratory Study

João M. Lopes (), Sofia Gomes, Pedro Lopes, Adriana Silva, Daniel Lourenço, Duarte Esteves, Mafalda Cardoso and Valter Redondo
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João M. Lopes: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Sofia Gomes: REMIT—Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal
Pedro Lopes: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Adriana Silva: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Daniel Lourenço: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Duarte Esteves: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Mafalda Cardoso: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal
Valter Redondo: Miguel Torga Institute of Higher Education, NECE—Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilhã, Portugal

Social Sciences, 2023, vol. 12, issue 4, 1-15

Abstract: Online retail shops increasingly implement gamified marketing strategies to enrich consumers’ online experience and increase engagement. This study aims to evaluate the ludic experience of consumers in online retail stores and the role of gamification and game mechanics in changing the online shopping experience. It seeks to assess, through a qualitative methodology, based on an exploratory study approach obtained through 30 interviews with Portuguese consumers, whether consumers have playful experiences when shopping in online retail shops and whether the introduction of game mechanics changes this experience by generating co-creation. The results show that online shopping can be playful and generate positive emotional benefits. However, gamification in online retail shops is not guided by a co-creation process, nor do game mechanics create greater online consumer engagement. There is a need to review how gamification is introduced in online retail shops, and strategies should be designed to co-create experience value and brand co-creation. This study is original, as it contributes to developing knowledge about gamification in the context of the online retail experience. Studies on this topic are scarce, and this study contributes to filling that gap.

Keywords: online shopping; gamification; co-creation; online retail experience; ecommerce; marketing (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
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