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Experiences that matter? The motivational experiences and business outcomes of gamified services

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  • Wolf, Tobias
  • Weiger, Welf H.
  • Hammerschmidt, Maik

Abstract

Digital service providers are increasingly “gamifying” their services (i.e., enriching non-game services with game elements) to foster additional user value in terms of specific user experiences. Understanding how such experiences of gamified services influence business outcomes is critical. Drawing on service-dominant logic and self-determination theory, this research examines the impact of motivational user experiences (self-development, social connectedness, expressive freedom, and social comparison) on firm-beneficial behavior. Findings from a cross-contextual study reveal that motivational experiences increase these outcomes to different extents. Among the experiences examined, self-development has the strongest effect on business outcomes. Importantly, some experiences interact in a way that negatively affects those outcomes. For instance, the interplay between social comparison and social connectedness or expressive freedom is dysfunctional and impairs firm-beneficial user behavior. The study's results help service providers to prioritize those experiences that matter most for their business goals.

Suggested Citation

  • Wolf, Tobias & Weiger, Welf H. & Hammerschmidt, Maik, 2020. "Experiences that matter? The motivational experiences and business outcomes of gamified services," Journal of Business Research, Elsevier, vol. 106(C), pages 353-364.
    • Handle: RePEc:eee:jbrese:v:106:y:2020:i:c:p:353-364
    DOI: 10.1016/j.jbusres.2018.12.058
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    References listed on IDEAS

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    3. Bekk, Magdalena & Eppmann, René & Klein, Kristina & Völckner, Franziska, 2022. "All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1059-1081.
    4. Wolf, Tobias & Jahn, Steffen & Hammerschmidt, Maik & Weiger, Welf H., 2021. "Competition versus cooperation: How technology-facilitated social interdependence initiates the self-improvement chain," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 472-491.
    5. Thomas Leclercq & Ingrid Poncin & Wafa Hammedi, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Post-Print hal-02510199, HAL.
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    8. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.
    9. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).

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