Customer Experience in Gamified Commercial Websites: The Impact of Game Difficulty and Gameplays

References

• Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled price discounts: A remedy to the negative side effects of regular price discounts. Journal of Marketing, 79(2), 62–78. https://doi.org/10.1509/jm.12.0408
   Web of Science ®Google Scholar
• Alpar, P., Porembski, M., & Pickerodt, S. (2001). Measuring the efficiency of web site traffic generation. International Journal of Electronic Commerce, 6(1), 53–74. https://doi.org/10.1080/10864415.2001.11044224
   Web of Science ®Google Scholar
• Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: Whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652–673. https://doi.org/10.1007/s11747-017-0530-0
   Web of Science ®Google Scholar
• Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192–205. https://doi.org/10.1509/jmr.10.0353
   Web of Science ®Google Scholar
• Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2014). Online experiences: Flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology & Tourism, 14(1), 49–71. https://doi.org/10.1007/s40558-013-0003-3
   Google Scholar
• Bittner, J. V., & Shipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), 391–400. https://doi.org/10.1108/JCM-04-2014-0945
   Google Scholar
• Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930
   Web of Science ®Google Scholar
• Briley, D. A., Danziger, S., & Li, E. (2018). Promotional games: Trick or treat. Journal of Consumer Psychology, 28(1), 99–114. https://doi.org/10.1002/jcpy.1007
   Web of Science ®Google Scholar
• Cheung, G., & Huang, J. (2011). Starcraft from the stands: Understanding the game spectator. In CHI 2011 • session: Identity & virtual social interactions. Association for Computing Machinery.
   Google Scholar
• Connolly, T. M., Boyle, E. A., MacArthur, E., Hainey, T., & Boyle, J. M. (2012). A systematic literature review of empirical evidence on computer games and serious games. Computers & Education, 59(2), 661–686. https://doi.org/10.1016/j.compedu.2012.03.004
   Web of Science ®Google Scholar
• Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of Humanistic Psychology, 15(3), 41–63. https://doi.org/10.1177/002216787501500306
   Web of Science ®Google Scholar
• Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining “gamification”. In MindTrek '11: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040
   Google Scholar
• Farzan, R., DiMicco, J. M., Millen, D. R., Brownholtz, W. G., & Dugan, C. (2008). Results from deploying a participation incentive mechanism within the enterprise [Paper presentation]. CHI 2008 Proceedings Policy, Telemedicine, and Enterprise, Florene, Italy. https://doi.org/10.1145/1357054.1357145
   Google Scholar
• Finn, A., Wang, L., & Frank, T. (2009). Attribute perceptions, customer satisfaction and intention to recommend e-services. Journal of Interactive Marketing, 23(3), 209–220. https://doi.org/10.1016/j.intmar.2009.04.006
   Web of Science ®Google Scholar
• Francisco-Aparicio, A., Gutiérrez-Vela, F. L., Isla-Montes, J. L., & Sanchez, J. L. (2013). Gamification: Analysis and application. In New trends in interaction, virtual reality and modeling. Human–computer interaction series. Springer. https://doi.org/10.1007/978-1-4471-5445-7_9
   Google Scholar
• Gros, D., Wanner, B., Hackenholt, A., Zawadzki, P., & Knautz, k. (2017). World of streaming. Motivation and gratification on twitch. In Social Computing and Social Media. Human Behavior. SCSM 2017. Lecture Notes in Computer Science (Vol. 10282, pp. 44–57). Springer. https://doi.org/10.1007/978-3-319-58559-8_5
   Google Scholar
• Gutt, D., von Rechenberg, T., & Kundisch, D. (2020). Goal achievement, subsequent user effort and the moderating role of goal difficulty. Journal of Business Research, 106, 277–287. https://doi.org/10.1016/j.jbusres.2018.06.019
   Web of Science ®Google Scholar
• Hamari, H., Shernoff, D. J., Rowe, E., Coller, B., Asbell-Clarke, J., & Edwards, T. (2016). Challenging games help students learn: An empirical study on engagement, flow and immersion in game-based learning. Computers in Human Behavior, 54, 170–179. https://doi.org/10.1016/j.chb.2015.07.045
   Web of Science ®Google Scholar
• Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236–245. https://doi.org/10.1016/j.elerap.2013.01.004
   Web of Science ®Google Scholar
• Hamari, J. (2017). Do badges increase user activity? A field experiment on the effects of gamification. Computers in Human Behavior, 71, 469–478. https://doi.org/10.1016/j.chb.2015.03.036
   Web of Science ®Google Scholar
• Hamari, J., & Koivisto, J. (2015). Why do people use gamification services? International Journal of Information Management, 35(4), 419–431. https://doi.org/10.1016/j.ijinfomgt.2015.04.006
   Web of Science ®Google Scholar
• Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet Research, 27(2), 211–232. https://doi.org/10.1108/IntR-04-2016-0085
   Web of Science ®Google Scholar
• Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? — A literature review of empirical studies on gamification [Paper presentation]. 2014 47th Hawaii International Conference on System Science (pp. 3025–3034). IEEE (Institute of Electrical and Electronics Engineers). https://doi.org/10.1109/HICSS.2014.377
   Google Scholar
• Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: Fostering participatory communities of play within live mixed media. In CHI '14: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1315–1324). Association for Computing Machinery. https://doi.org/10.1145/2556288.2557048
   Google Scholar
• Hock, S. J., Bagchi, R., & Anderson, T. M. (2020). Promotional games increase consumer conversion rates and spending. Journal of Consumer Research, 47(1), 79–99. https://doi.org/10.1093/jcr/ucz043
   Web of Science ®Google Scholar
• Hsu, C.-L., & Chen, M.-C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
   Web of Science ®Google Scholar
• Hsu, C.-L., Chen, Y.-C., Yang, T.-N., & Lin, W.-K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics, 34(4), 196–205. https://doi.org/10.1016/j.tele.2017.01.009
   Google Scholar
• Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006
   Web of Science ®Google Scholar
• Huang, H.-C., Pham, T. L., Wong, M.-K., Chiu, H.-Y., Yang, Y-h., & Teng, C.-I. (2018). How to create flow experience in exergames? Perspective of flow theory. Telematics and Informatics, 35(5), 1288–1296. https://doi.org/10.1016/j.tele.2018.03.001
   Web of Science ®Google Scholar
• Huotari, K., & Hamari, J. (2017). Defining gamification: A service marketing perspective. In MindTrek '12: Procceeding of the 16th International Academic MindTrek Conference (pp. 17–22). Association for Computing Machinery. https://doi.org/10.1145/2393132.2393137
   Google Scholar
• Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365–376. https://doi.org/10.1016/j.jbusres.2019.01.031
   Web of Science ®Google Scholar
• Jang, S., Kitchen, P. J., & Kim, J. (2018). The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses. Journal of Business Research, 92, 250–259. https://doi.org/10.1016/j.jbusres.2018.07.056
   Web of Science ®Google Scholar
• Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing, 77(2), 112–123. https://doi.org/10.1509/jm.11.0255
   Web of Science ®Google Scholar
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
   Web of Science ®Google Scholar
• Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56. https://doi.org/10.1016/S0022-4359(00)00045-2
   Web of Science ®Google Scholar
• Mulcahy, R., Russell-Bennett, R., & Iacobucci, D. (2020). Designing gamified apps for sustainable consumption: A field study. Journal of Business Research, 106, 377–387. https://doi.org/10.1016/j.jbusres.2018.10.026
   Web of Science ®Google Scholar
• Müller-Stewens, J., Schlager, T., Häubl, G., & Herrmann, A. (2017). Gamified information presentation and consumer adoption of product innovations. Journal of Marketing, 81(2), 8–24. https://doi.org/10.1509/jm.15.0396
   Web of Science ®Google Scholar
• Newman, J. (2004). VIDEOGAMES. Routledge.
   Google Scholar
• Newzoo (2021). Global games market report. https://newzoo.com/products/reports/global-games-market-report/
   Google Scholar
• Okazaki, S., & Yagüe, M. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research report. Computers in Human Behavior, 28(1), 78–86. https://doi.org/10.1016/j.chb.2011.08.013
   Web of Science ®Google Scholar
• Peterson, R. A., & Merunka, D. (2014). Convenience samples of college students and research reproducibility. Journal of Business Research, 67(5), 1035–1041. https://doi.org/10.1016/j.jbusres.2013.08.010
   Web of Science ®Google Scholar
• Poncin, I., Garnier, M., Ben Mimoun, M. S., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change, 124, 320–331. https://doi.org/10.1016/j.techfore.2017.01.025
   Web of Science ®Google Scholar
• Rapp, A., Hopfgartner, F., Hamari, J., Linehan, C., & Cena, F. (2019). Strengthening gamification studies: Current trends and future opportunities of gamification research. International Journal of Human-Computer Studies, 127, 1–6. https://doi.org/10.1016/j.ijhcs.2018.11.007
   Web of Science ®Google Scholar
• Renard, D., & Darpy, D. (2017). What makes online promotional games go viral? Comparing the impact of player skills versos incentive rewards on game recommendation. Journal of Advertising Research, 57(2), 173–181. https://doi.org/10.2501/JAR-2017-024
   Web of Science ®Google Scholar
• Ryan, R. M., & Deci, E. L. (2000a). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54–67. https://doi.org/10.1006/ceps.1999.1020
   PubMed Web of Science ®Google Scholar
• Ryan, R. M., & Deci, E. L. (2000b). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. The American Psychologist, 55(1), 68–78. https://doi.org/10.1037/0003-066X.55.1.68
   PubMed Web of Science ®Google Scholar
• Ryan, R., Mims, V., & Koestner, R. (1983). Relation of reward contingency and interpersonal context to intrinsic motivation: A review and test using cognitive evaluation theory. Journal of Personality and Social Psychology, 45(4), 736–750. https://doi.org/10.1037/0022-3514.45.4.736
   Web of Science ®Google Scholar
• Sailer, M., Hense, J. U., Mayr, S. K., & Mandl, H. (2017). How gamification motivates: An experimental study of the effects of specific game design elements on psychological need satisfaction. Computer in Human Behavior, 69, 371–380. https://doi.org/10.1016/j.chb.2016.12.033
   Web of Science ®Google Scholar
• Seaborn, K., & Fels, D. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14–31. https://doi.org/10.1016/j.ijhcs.2014.09.006
   Web of Science ®Google Scholar
• Shernoff, D. J. (2013). Optimal learning environments to promote student engagement. Springer. https://doi.org/10.1007/978-1-4614-7089-2
   Google Scholar
• Sjöblom, M., & Hamari, J. (2017). Why do people watch others play video games? An empirical study on the motivations of Twitch users. Computers in Human Behavior, 75, 985–996. https://doi.org/10.1016/j.chb.2016.10.019
   Web of Science ®Google Scholar
• Sjöblom, M., Törhönen, M., Hamari, J., & Macey, J. (2017). Content structure is king: An empirical study on gratifications, game genres and content type on Twitch. Computers in Human Behavior, 73, 161–171. https://doi.org/10.1016/j.chb.2017.03.036
   Web of Science ®Google Scholar
• Sutcliffe, A., & Hart, J. (2017). Analysing the role of interactivity in user experience. International Journal of Human–Computer Interaction, 33(3), 229–240. https://doi.org/10.1080/10447318.2016.1239797
   Web of Science ®Google Scholar
• Tang, T., Kucek, J., & Toepfer, S. (2020). Active within structures: Predictors of esports gameplay and spectatorship. Communication & Sport, 10(2), 1–21. https://doi.org/10.1177/2167479520942740
   Web of Science ®Google Scholar
• Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2–3), 95–112. https://doi.org/10.1080/00913367.2013.774610
   Web of Science ®Google Scholar
• Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2020). Gamification and online consumer decisions: Is the game over? Decision Support Systems, 128, 113167. https://doi.org/10.1016/j.dss.2019.113167
   Web of Science ®Google Scholar
• Trevino, L. K., & Webster, J. (1992). Flow in computer-mediated communication: Electronic mail and voice mail evaluation and impacts. Communication Research, 19(5), 539–573. https://doi.org/10.1177/009365092019005001
   Web of Science ®Google Scholar
• Tuten, T. L., & Ashley, C. (2016). Do social advergames affect brand attitudes and advocacy? Journal of Marketing Communications, 22(3), 236–255. https://doi.org/10.1080/13527266.2013.848821
   Google Scholar
• Whiting, A., & Williams, D. (2013). Why people use social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041
   Google Scholar
• Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9(1), 27–36. https://doi.org/10.1080/15252019.2008.10722145
   Google Scholar
• Wolf, T., Weiger, W. H., & Hammerschmidt, M. (2020). Experiences that matter? The motivational experiences and business outcomes of gamified services. Journal of Business Research, 106, 353–364. https://doi.org/10.1016/j.jbusres.2018.12.058
   Web of Science ®Google Scholar
• Wu, M., & Gao, Q. (2020). Using live video streaming in online tutoring: Exploring factors affecting social interaction. International Journal of Human–Computer Interaction, 36(10), 946–977. https://doi.org/10.1080/10447318.2019.1706288
   Web of Science ®Google Scholar
• Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210–221. https://doi.org/10.1016/j.ijinfomgt.2018.12.002
   Web of Science ®Google Scholar
• Xu, X.-Y., Wang, L.-Y., Zhao, K., & Chang, F.-K. (2021). The migration of viewers in gaming streaming: The perspective of a push-pull-mooring model. International Journal of Human–Computer Interaction, 37(14), 1330–1346. https://doi.org/10.1080/10447318.2021.1886480
   Web of Science ®Google Scholar
• Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–569. https://doi.org/10.1016/j.chb.2017.03.066
   Web of Science ®Google Scholar
• Yazzie-Mintz, E. (2007). Voices of students on engagement. Center for Evaluation & Education Policy.
   Google Scholar
• Ye, B., Barreda, A. A., Okumus, F., & Nusair, K. (2019). Website interactivity and brand development of online travel agencies in China: The moderating role of age. Journal of Business Research, 99, 382–389. https://doi.org/10.1016/j.jbusres.2017.09.046
   Web of Science ®Google Scholar
• Yusuf, A., Che Hussin, A., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
   Web of Science ®Google Scholar
• Zhao, Z., & Renard, D. (2018). Viral promotional advergames: How intrinsic playfulness and the extrinsic value of prizes elicit behavioral responses. Journal of Interactive Marketing, 41(1), 94–103. https://doi.org/10.1016/j.intmar.2017.09.004
   Google Scholar