IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v40y2017icp41-51.html

The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program

Author

Listed:
  • Kim, Kyongseok
  • Ahn, Sun Joo (Grace)

Abstract

Based on Self-Determination Theory (SDT), this study examined how rewards could weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who received a salient reward (an explicit requirement and deadline for reward achievement and no reward options) presented lower intrinsic motivation to engage in the loyalty program than those who received its non-salient counterpart (a less explicit requirement, no deadline, and reward options). Study 2 found that the salient reward presented in the gamified form using graphical feedback enhanced the lowered intrinsic motivation. Implications for designing effective loyalty programs are discussed.

Suggested Citation

  • Kim, Kyongseok & Ahn, Sun Joo (Grace), 2017. "The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 41-51.
    • Handle: RePEc:eee:joinma:v:40:y:2017:i:c:p:41-51
    DOI: 10.1016/j.intmar.2017.07.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996817300506
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2017.07.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Byung-Do Kim & Mengze Shi & Kannan Srinivasan, 2001. "Reward Programs and Tacit Collusion," Marketing Science, INFORMS, vol. 20(2), pages 99-120, June.
    2. Paolacci, Gabriele & Chandler, Jesse & Ipeirotis, Panagiotis G., 2010. "Running experiments on Amazon Mechanical Turk," Judgment and Decision Making, Cambridge University Press, vol. 5(5), pages 411-419, August.
    3. Gabriele Paolacci & Jesse Chandler & Panagiotis G. Ipeirotis, 2010. "Running experiments on Amazon Mechanical Turk," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 5(5), pages 411-419, August.
    4. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    5. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Byeong Cheol Lee, 2019. "The Effect of Gamification on Psychological and Behavioral Outcomes: Implications for Cruise Tourism Destinations," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
    2. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    3. Christina Pakusch & Gunnar Stevens & Alexander Boden & Paul Bossauer, 2018. "Unintended Effects of Autonomous Driving: A Study on Mobility Preferences in the Future," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    4. Bidler, Margarita & Zimmermann, Johanna & Schumann, Jan H. & Widjaja, Thomas, 2020. "Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance-Illustrating Game Elements," Journal of Retailing, Elsevier, vol. 96(4), pages 507-523.
    5. Aguiar-Castillo Lidia & Rufo-Torres Julio & De Saa-Pérez Petra & Perez-Jimenez Rafael, 2018. "How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application," Sustainability, MDPI, vol. 10(5), pages 1-20, May.
    6. Kang, Hyo Jeong & Shin, Jung-hye & Ponto, Kevin, 2020. "How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 70-85.
    7. Grijalvo, Mercedes & Segura, Alejandro & Núñez, Yilsy, 2022. "Computer-based business games in higher education: A proposal of a gamified learning framework," Technological Forecasting and Social Change, Elsevier, vol. 178(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yamada, Katsunori & Sato, Masayuki, 2013. "Another avenue for anatomy of income comparisons: Evidence from hypothetical choice experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 89(C), pages 35-57.
    2. Dorotic, Matilda & Verhoef, Peter C. & Fok, Dennis & Bijmolt, Tammo H.A., 2014. "Reward redemption effects in a loyalty program when customers choose how much and when to redeem," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 339-355.
    3. Sweldens, Steven & Puntoni, Stefano & Paolacci, Gabriele & Vissers, Maarten, 2014. "The bias in the bias: Comparative optimism as a function of event social undesirability," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 229-244.
    4. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    5. Hsu, Dan K. & Burmeister-Lamp, Katrin & Simmons, Sharon A. & Foo, Maw-Der & Hong, Michelle C. & Pipes, Jesse D., 2019. "“I know I can, but I don't fit”: Perceived fit, self-efficacy, and entrepreneurial intention," Journal of Business Venturing, Elsevier, vol. 34(2), pages 311-326.
    6. Lutz, Christoph & Newlands, Gemma, 2018. "Consumer segmentation within the sharing economy: The case of Airbnb," Journal of Business Research, Elsevier, vol. 88(C), pages 187-196.
    7. Mariconda, Simone & Lurati, Francesco, 2015. "Does familiarity breed stability? The role of familiarity in moderating the effects of new information on reputation judgments," Journal of Business Research, Elsevier, vol. 68(5), pages 957-964.
    8. Gandullia, Luca & Lezzi, Emanuela, 2018. "The price elasticity of charitable giving: New experimental evidence," Economics Letters, Elsevier, vol. 173(C), pages 88-91.
    9. Tobias Schlager & Ashley V. Whillans, 2022. "People underestimate the probability of contracting the coronavirus from friends," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 9(1), pages 1-11, December.
    10. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    11. Charness, Gary & Gneezy, Uri & Kuhn, Michael A., 2013. "Experimental methods: Extra-laboratory experiments-extending the reach of experimental economics," Journal of Economic Behavior & Organization, Elsevier, vol. 91(C), pages 93-100.
    12. Gerhard, Patrick & Hoffmann, Arvid O.I. & Post, Thomas, 2017. "Past performance framing and investors’ belief updating: Is seeing long-term returns always associated with smaller belief updates?," Journal of Behavioral and Experimental Finance, Elsevier, vol. 15(C), pages 38-51.
    13. Orazi, Davide C. & Pizzetti, Marta, 2015. "Revisiting fear appeals: A structural re-inquiry of the protection motivation model," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 223-225.
    14. Haas, Nicholas & Hassan, Mazen & Mansour, Sarah & Morton, Rebecca B., 2021. "Polarizing information and support for reform," Journal of Economic Behavior & Organization, Elsevier, vol. 185(C), pages 883-901.
    15. Cantarella, Michele & Strozzi, Chiara, 2019. "Workers in the Crowd: The Labour Market Impact of the Online Platform Economy," IZA Discussion Papers 12327, Institute of Labor Economics (IZA).
    16. Armenak Antinyan & Luca Corazzini & Filippo Pavesi, 2018. "What Matters for Whistleblowing on Tax Evaders? Survey and Experimental Evidence," Working Papers 07/2018, University of Verona, Department of Economics.
    17. Hindsley, Paul & McEvoy, David M. & Morgan, O. Ashton, 2020. "Consumer Demand for Ethical Products and the Role of Cultural Worldviews: The Case of Direct-Trade Coffee," Ecological Economics, Elsevier, vol. 177(C).
    18. Gökçe Esenduran & James A. Hill & In Joon Noh, 2020. "Understanding the Choice of Online Resale Channel for Used Electronics," Production and Operations Management, Production and Operations Management Society, vol. 29(5), pages 1188-1211, May.
    19. Azzam, Tarek & Harman, Elena, 2016. "Crowdsourcing for quantifying transcripts: An exploratory study," Evaluation and Program Planning, Elsevier, vol. 54(C), pages 63-73.
    20. Gonzalez-Cabello, Martin & Siddiq, Auyon & Corbett, Charles J. & Hu, Catherine, 2025. "Fairness in crowdwork: Making the human AI supply chain more humane," Business Horizons, Elsevier, vol. 68(5), pages 645-657.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:40:y:2017:i:c:p:41-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.