Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Gamification Principles to Enhance Customer Engagement and Stimulate Purchase: More than Mere Compulsion
(A2019-4304)

Published: May 28, 2019

AUTHORS

Andreas Eisingerich, Imperial College Business School; Andre Marchand, University of Cologne; Martin Fritze, University of Cologne; Lin Dong, Imperial College Business School

KEYWORDS

gamification; digital; mobile

ABSTRACT

Many digital service providers have adopted gamification to promote customer engagement. However, critical questions remain about the most effective way to enhance customer engagement and increase sales by applying gamification. With a research design that combines qualitative and quantitative methods, including the use of objective sales data from a large field study and replication of the findings across different contexts, this study explores how gamification fosters customer engagement. It reveals several principles of gamification that promote digital service customer engagement and explains the roles of both hope and compulsion in driving gamification success.