Understanding customer readiness for digital gamification

Das, Kallol, Mungra, Yogesh, Rao, U. T. and Sharma, Anuj (2024) Understanding customer readiness for digital gamification. Journal of Computer Information Systems. pp. 1-16. ISSN 0887-4417 (In Press)

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Abstract

Digital gamification has been studied extensively in different contexts across information systems and digital marketing. Interestingly, scholarly studies in information systems/marketing regarding the benefits of digital gamification are mixed, with several research works reporting negative outcomes. Our study attempts to resolve these contradictions and explain why digital gamification failed in certain instances—the target customers were not ready. The present study, done in the USA covering 446 usable responses, adds to the extant literature in many ways. First, we throw light on gamified engagement programs and the mediating role of customer readiness and consequent outcomes. Our results reveal that simplicity and information quality are other important dimensions of gamified engagement programs, in addition to intrinsic and extrinsic game dynamics, for achieving adequate customer readiness. Additionally, customer participation makes the greatest contribution to company engagement, followed by program loyalty and program satisfaction. We conclude with the study’s implications on different fronts.

Item Type: Article
Keywords: Digital gamification | customer readiness | intrinsic motivation | extrinsic motivation | customer participation | information quality
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
Physical, Life and Health Sciences > Computer Science
Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Business School
Depositing User: Dharmveer Modi
Date Deposited: 10 Oct 2024 09:57
Last Modified: 10 Oct 2024 09:57
Official URL: https://doi.org/10.1080/08874417.2024.2413564
URI: https://pure.jgu.edu.in/id/eprint/8607

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