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

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  • 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
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    References listed on IDEAS

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    2. Jesús López-Belmonte & Adrian Segura-Robles & Arturo Fuentes-Cabrera & María Elena Parra-González, 2020. "Evaluating Activation and Absence of Negative Effect: Gamification and Escape Rooms for Learning," IJERPH, MDPI, vol. 17(7), pages 1-12, March.
    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. 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.
    5. Sungjin Park & Sangkyun Kim, 2023. "The Avaritia: Entrepreneurship Practice to Understand the Problem of Information Control through Gamification," Sustainability, MDPI, vol. 15(8), pages 1-14, April.
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    7. 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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    9. 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.
    10. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    11. 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).
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    15. Jiaxing Chen & Yuze Bao & Guangling Zhang & Xiaoqi Huang, 2022. "A Study of the Impact of Social Responsibility Cues on the Long-Term Effectiveness of Gamification Strategies: Insights from the Adverse Effects of Game Strategies," Sustainability, MDPI, vol. 14(22), pages 1-18, November.
    16. Ana Manzano-León & Pablo Camacho-Lazarraga & Miguel A. Guerrero-Puerta & Laura Guerrero-Puerta & Antonio Alias & José M. Aguilar-Parra & Rubén Trigueros, 2021. "Development and Validation of a Questionnaire on Motivation for Cooperative Playful Learning Strategies," IJERPH, MDPI, vol. 18(3), pages 1-10, January.
    17. Flavio Boccia & Joanna Rosak-Szyrocka & Houman Hashemzadeh & Daniela Covino, 2023. "Metaverse, the last technological frontier of environmental sustainable food: Worldwide evidence from the first business case studies," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(1), pages 153-165.
    18. Guadalupe Molina-Torres & Irene Sandoval-Hernández & Carmen Ropero-Padilla & Miguel Rodriguez-Arrastia & Jesús Martínez-Cal & Manuel Gonzalez-Sanchez, 2021. "Escape Room vs. Traditional Assessment in Physiotherapy Students’ Anxiety, Stress and Gaming Experience: A Comparative Study," IJERPH, MDPI, vol. 18(23), pages 1-9, December.
    19. Sungjin Park & Sangkyun Kim, 2022. "Identifying World Types to Deliver Gameful Experiences for Sustainable Learning in the Metaverse," Sustainability, MDPI, vol. 14(3), pages 1-14, January.
    20. 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).
    21. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    22. Thomas, Nibu John & Baral, Rupashree & Crocco, Oliver S. & Mohanan, Swathi, 2023. "A framework for gamification in the metaverse era: How designers envision gameful experience," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    23. Miao, Xiaoyu & Niu, Ben & Yang, Congcong & Feng, Yuanyue, 2023. "Examining the gamified effect of the blindbox design: The moderating role of price," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    24. Hsieh, Sara H. & Lee, Crystal T. & Tseng, Timmy H., 2021. "Branded app atmospherics: Examining the effect of pleasure–arousal–dominance in brand relationship building," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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