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Sökning: WFRF:(Wästlund Johan) > Gustafsson Anders

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1.
  • Högberg, Johan, et al. (författare)
  • Creating brand engagement through in-store gamified customer experiences
  • 2019
  • Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989 .- 1873-1384. ; 50, s. 122-130
  • Tidskriftsartikel (refereegranskat)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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3.
  • Olsson, Marcus, et al. (författare)
  • In-Store Gamification : Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
  • 2016
  • Ingår i: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS). - : IEEE conference proceedings. - 9780769556703 ; , s. 1634-1641
  • Konferensbidrag (refereegranskat)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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  • Resultat 1-3 av 3

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