| 1. |
- Högberg, Johan, et al.
(author)
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Creating brand engagement through in-store gamified customer experiences
- 2019
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In: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 50, s. 122-130
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Journal article (peer-reviewed)abstract
- The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.
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| 2. |
- Olsson, Marcus, et al.
(author)
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In-Store Gamification : Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
- 2016
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In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS). - : IEEE conference proceedings. - 9780769556703 ; , s. 1634-1641
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Conference paper (peer-reviewed)abstract
- Traditional retailers are facing strong competition from e-commerce. One way to meet this challenge is to follow the marketing movement of focusing on customer experiences. This transformation is based on the notion of engaging customers and one way to drive this engagement is through gamification to support value creation. In this study, we have identified variables affecting intentions to use gamified services and in what ways. For this purpose, we developed an app that generated different levels of gamification by varying the number of game elements. The data from a survey distributed during a field experiment indicates that an increasing level of gamification and technology experience have direct positive associations with intrinsic motivation. Furthermore, intrinsic motivation has a positive direct association with satisfaction, although this is partly mediated by mood. Finally, satisfaction has a positive direct relation with intention to use.
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| 3. |
- Högberg, Johan, 1973-
(author)
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Gameful experiences : The not so painful road to gainful behavior
- 2019
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Doctoral thesis (other academic/artistic)abstract
- The aim of this work is to investigate the experiences that users make when using gamified services and the effect that such experiences have on the targeted behavioral outcomes. Considerable attention is dedicated to the gameful experience, since this experience is necessary for gamification to affect the target behavior. Moreover, the effectiveness of gamification at triggering different motivational mechanisms and the role of engagement is investigated.This dissertation contains three papers. Paper 1 uses a mixed-methods approach to develop a model and a measure of the gameful experience. Paper 2 uses a field experimental approach to investigate the effect of gamification on a decision to use offers in a store, and the role of engagement for this effect to occur. Finally, Paper 3 uses a field experiment to investigate the contribution of gamification to value creation in stores and how such value creation relates to brand engagement.The first main finding is a model of the gameful experience that includes the dimensions of accomplishment, challenge, competition, guided, immersion, playfulness, and social experience, and the instrument for measuring this experience. The second main finding is that challenge-based gamification can induce positive affect, which can influence evaluative judgments (thus utilizing the affective quality of System 1 to change the target behavior) and, ultimately, brand engagement. However, such challenge-based gamification does not seem to be effective when aiming to affect the biased System 1 through effort justification. The third main finding is the results that indicate that a user needs to be engaged in order for a gamified service to work properly.
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| 4. |
- Kitkowska, Agnieszka, et al.
(author)
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Online Terms and Conditions : Improving User Engagement, Awareness, and Satisfaction through UI Design
- 2022
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In: CHI '22. - New York, NY, USA : Association for Computing Machinery (ACM). - 9781450391573 ; , s. 1-22
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Conference paper (peer-reviewed)abstract
- Too often, while interacting with online technologies, we blindly agree to services’ terms and conditions (T&Cs). We often disregard their content—believing it is not worth engaging with the long, hard-to-understand texts. The inconspicuous display of online T&Cs on the user interface (UI) adds to our lack of engagement. Nevertheless, certain information included in T&Cs could help usmake optimal decisions. In this replication research, we investigate this issue in the purchasing context. We confirm and extend previous fndings through an online experiment (N = 987), showing that diferently presented T&Cs (icons, scroll, and cost cue) compared to hyperlinked text affect whether people open them, becoming aware. We also show the efect of decision-making style on the relationship between awareness and satisfaction. We discuss the possible use of these fndings to improve users’ informed decisions. We also highlight problems that diferent designs may pose, potentially increasing the information gap between users and service providers.
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| 5. |
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| 6. |
- Angulo, Julio, 1980-, et al.
(author)
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What Would It Take for You to Tell Your Secrets to a Cloud? : Studying decision factors when disclosing information to cloud services
- 2014
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In: Secure IT Systems. - Cham : Springer. - 9783319115993 ; , s. 129-145
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Conference paper (peer-reviewed)abstract
- We investigate the end users’ behaviours and attitudes with regards to the control they place in the personal information that they disclose to cloud storage services. Three controlled experiments were carried out to study the influence in users’ decisions to retain or surrender control over their personal information depending on different factors. The results of these experiments reveal, among other things, the users’ willingness to surrender control over personal information that is perceived as non-sensitive in exchange for valuable rewards, and that users would value the possibility of knowing and controlling the parties who are granted access to their data in the cloud. Based on the results from the experiments we provide implications for the design of end-user tools that can promote transparency and accountability in cloud computing environments.
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| 7. |
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| 8. |
- Högberg, Johan, et al.
(author)
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Gamified in-store mobile marketing : The mixed effect of gamified point-of-purchase advertising
- 2019
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In: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 50, s. 298-304
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Journal article (peer-reviewed)abstract
- This study investigates the effect of gamification on in-store mobile advertisement. More specifically, it investigates the effect of gamification on the inclination to act on offers gained at point of purchase. For this purpose, a field experiment was conducted at a supermarket, where real customers were recruited. Eye tracking, smartphone activity logging and choice were used to investigate the customers’ behaviour. The results reveal that gamification is not always useful for increasing the tendency to act on offers. In fact, engagement in a gamified shopping task is needed; otherwise, the tendency to act on offers might even decrease when gamifying.
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