IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v43y2018icp98-115.html

Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]

Author

Listed:
  • Eppmann, René
  • Bekk, Magdalena
  • Klein, Kristina

Abstract

Gamification has recently become a popular topic in marketing practice. It is perceived as being a promising way to provide improved consumer experiences and to positively influence consumer behavior. An inherent characteristic of gamification is the gameful experience of consumers when using a gamified application. However, no existing measure captures the gameful experience consumers feel when they engage with gamified applications. Based on an extensive literature review and six consecutive studies, the authors develop and validate a new gameful experience scale [GAMEX] for measuring gameful experience in gamification. The results confirm that the GAMEX is a reliable and valid measure, which is useful for both, researchers and practitioners, and easy to apply in different gamification settings.

Suggested Citation

  • Eppmann, René & Bekk, Magdalena & Klein, Kristina, 2018. "Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 98-115.
    • Handle: RePEc:eee:joinma:v:43:y:2018:i:c:p:98-115
    DOI: 10.1016/j.intmar.2018.03.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996818300124
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2018.03.002?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. Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
    2. Relling, Marleen & Schnittka, Oliver & Ringle, Christian M. & Sattler, Henrik & Johnen, Marius, 2016. "Community Members' Perception of Brand Community Character: Construction and Validation of a New Scale," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 107-120.
    3. Wang, Yong Jian & Minor, Michael S. & Wei, Jie, 2011. "Aesthetics and the online shopping environment: Understanding consumer responses," Journal of Retailing, Elsevier, vol. 87(1), pages 46-58.
    4. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
    5. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    6. Okazaki, Shintaro & Mendez, Felipe, 2013. "Perceived Ubiquity in Mobile Services," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 98-111.
    7. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    8. Hille, Patrick & Walsh, Gianfranco & Cleveland, Mark, 2015. "Consumer Fear of Online Identity Theft: Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 1-19.
    9. Pauwels, Koen & Leeflang, Peter S.H. & Teerling, Marije L. & Huizingh, K.R. Eelko, 2011. "Does Online Information Drive Offline Revenues?," Journal of Retailing, Elsevier, vol. 87(1), pages 1-17.
    10. Walsh, Gianfranco & Schaarschmidt, Mario & von Kortzfleisch, Harald, 2016. "Employees' Company Reputation-related Social Media Competence: Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 46-59.
    11. Gelbrich, Katja, 2011. "I Have Paid Less Than You! The Emotional and Behavioral Consequences of Advantaged Price Inequality," Journal of Retailing, Elsevier, vol. 87(2), pages 207-224.
    12. Blazevic, Vera & Wiertz, Caroline & Cotte, June & de Ruyter, Ko & Keeling, Debbie Isobel, 2014. "GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 87-100.
    13. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2016. "Game on: Engaging customers and employees through gamification," Business Horizons, Elsevier, vol. 59(1), pages 29-36.
    14. Wayne Velicer, 1976. "Determining the number of components from the matrix of partial correlations," Psychometrika, Springer;The Psychometric Society, vol. 41(3), pages 321-327, September.
    15. 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.
    Full references (including those not matched with items on IDEAS)

    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. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    2. Sharma, Wamika & Lim, Weng Marc & Kumar, Satish & Verma, Aastha & Kumra, Rajeev, 2024. "Game on! A state-of-the-art overview of doing business with gamification," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    3. Poncin, Ingrid & Garnier, Marion & Ben Mimoun, Mohammed Slim & Leclercq, Thomas, 2017. "Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 320-331.
    4. 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.
    5. Leclercq, Thomas & Poncin, Ingrid & Hammedi, Wafa, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. 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.
    7. Feng, Wenting & Tu, Rungting & Hsieh, Peishan, 2020. "Can gamification increases consumers’ engagement in fitness apps? The moderating role of commensurability of the game elements," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    8. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
    9. Hammedi, Wafa & Leclercq, Thomas & Poncin, Ingrid & Alkire (Née Nasr), Linda, 2021. "Uncovering the dark side of gamification at work: Impacts on engagement and well-being," Journal of Business Research, Elsevier, vol. 122(C), pages 256-269.
    10. Leclercq, Thomas & Hammedi, Wafa & Poncin, Ingrid, 2018. "The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 82-101.
    11. Celal Teoman Metehan & Edin Güçlü Sözer & Mustafa Emre Civelek & Adnan Veysel Ertemel & Ibrahim Sani Mert, 2025. "Buyer Platform Experience (PLX) in Online Marketplaces: Scale Development, Validation, and the Salience of Variety, Competitive Pricing, Service Excellence, and Promotion," SAGE Open, , vol. 15(4), pages 21582440251, November.
    12. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    13. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    14. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    15. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    16. Armand Faganel & Filip Pačarić & Igor Rižnar, 2024. "The Impact of Gamification on Slovenian Consumers’ Online Shopping," Administrative Sciences, MDPI, vol. 14(5), pages 1-22, April.
    17. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    18. Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
    19. Zhou, Fei & Lin, Youhai & Mou, Jian & Cohen, Jason & Chen, Sihua, 2023. "Understanding the dark side of gamified interactions on short-form video platforms: Through a lens of expectations violations theory," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    20. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

    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:43:y:2018:i:c:p:98-115. 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.