Enhancing gamified experiences in online service platforms: Exploring the impact of extrinsic gamification design elements

Yimei Zhou, Zhanhe Zang, Keyi Wang and Yu Gu ()
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Yimei Zhou: Renmin University of China, School of Smart Governance
Zhanhe Zang: Tongji University, School of Economics and Management
Keyi Wang: Hebei GEO University, School of Management
Yu Gu: Nankai University, School of Business

Electronic Markets, 2025, vol. 35, issue 1, No 101, 15 pages

Abstract: Abstract In the experience economy, integrating online and offline experiences has been a strategic imperative for service industry. Integrating gamified experience into the design of service platforms has gained significant traction among service companies aiming to foster customer engagement. However, the impact of such experiences on offline consumer behavior (e.g., revisit intentions) has not been thoroughly investigated. Using survey data based on a gamified tourism assistant app, we analyze four extrinsic gamification elements: reward giving, badge upgrading, team tasks, and meaningful stories. These elements correspond to the four types of extrinsic motivations with varying internalization levels in self-determination theory (i.e., external, introjected, identified, and integrated motivations). We examine how these extrinsic gamification elements fulfill customers’ psychological needs and thereby affect customer engagement (i.e., revisit intention and word-of-mouth intention). Moreover, we investigate how the effects are contingent on the essential environmental factor (i.e., perceived susceptibility to public health crises) to better design gamified experiences in response to threats. Our research offers valuable insights for both the commercial development and operation of online business platforms.

Keywords: Online service platforms; Gamification; Gamified experience; Customer engagement; Public health crises (search for similar items in EconPapers)
JEL-codes: L80 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12525-025-00852-1

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