Acta Informatica Pragensia 2023, 12(2), 439-467 | DOI: 10.18267/j.aip.2214788

Consumer Behaviour in Gamified Environment: A Bibliometric and Systematic Literature Review in Business and Management Area

Deeksha Singh ORCID..., Sambashiva Rao Kunja ORCID...
School of Management, National Institute of Technology Rourkela, Odisha, India

Marketers utilize gamification as it provides an efficacious platform to communicate and reach a large consumer base. Previous literature has explored the impact of various aspects of gamification on consumer behaviour. This review synthesizes such studies and systematically examines 68 publications from Scopus from 2012 to 2022, employing bibliometric and systematic analysis. Performance analysis and science mapping are evaluated in bibliometric analysis to ascertain the most influential authors, documents, countries and journals. Thereafter, through cluster analysis, five major themes are identified, namely customer engagement, consumer experience, purchase and behavioural intentions, consumer psychology, and technology and innovation adoption. Additionally, in the systematic analysis, a conceptual framework is conceptualized depicting antecedents and consequences. Subsequently, practical implications and pertinent future directions are identified based on three aspects: context, method and theory.

Keywords: Gamification; Bibliometric Analysis; Cluster Analysis; Systematic Review.

Received: February 5, 2023; Revised: July 2, 2023; Accepted: July 7, 2023; Prepublished online: July 14, 2023; Published: October 10, 2023  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Singh, D., & Kunja, S.R. (2023). Consumer Behaviour in Gamified Environment: A Bibliometric and Systematic Literature Review in Business and Management Area. Acta Informatica Pragensia12(2), 439-467. doi: 10.18267/j.aip.221
Download citation

References

  1. Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559. https://doi.org/10.1016/j.jdmm.2021.100559 Go to original source...
  2. Anderson, P., & Tushman, M. L. (1990). Technological Discontinuities and Dominant Designs: A Cyclical Model of Technological Change. Administrative Science Quarterly, 35(4), 604. https://doi.org/10.2307/2393511 Go to original source...
  3. Baker, H. K., Pandey, N., Kumar, S., & Haldar, A. (2020). A bibliometric analysis of board diversity: Current status, development, and future research directions. Journal of Business Research, 108, 232-246. https://doi.org/10.1016/j.jbusres.2019.11.025 Go to original source...
  4. Baptista, G., & Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research, 27(1), 118-139. https://doi.org/10.1108/intr-10-2015-0295 Go to original source...
  5. Bauer, J. C., Linzmajer, M., Nagengast, L., Rudolph, T., & D'Cruz, E. (2020). Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty. Journal of Service Management, 31(3), 563-595. https://doi.org/10.1108/josm-10-2018-0347 Go to original source...
  6. Behl, A., Jayawardena, N., Pereira, V., Islam, N., Giudice, M. D., & Choudrie, J. (2022). Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda. Technological Forecasting and Social Change, 176, 121445. https://doi.org/10.1016/j.techfore.2021.121445 Go to original source...
  7. Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2017). Gamified interactions: whether, when, and how games facilitate self-brand connections. Journal of the Academy of Marketing Science, 46(4), 652-673. https://doi.org/10.1007/s11747-017-0530-0 Go to original source...
  8. Bidmon, S. (2016). How does attachment style influence the brand attachment - brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164-189. https://doi.org/10.1080/02650487.2016.1172404 Go to original source...
  9. Bittner, J. V., & Shipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), 391-400. https://doi.org/10.1108/jcm-04-2014-0945 Go to original source...
  10. Bower, J. L., & Christensen, C. M. (1995). Disruptive technologies: Catching the wave. Harvard Business Review, 73(1), 43-53.
  11. Broadus, R. N. (1987). Toward a definition of "bibliometrics". Scientometrics, 12(5-6), 373-379. https://doi.org/10.1007/bf02016680 Go to original source...
  12. Cisneros, L., Ibanescu, M., Keen, C., Lobato-Calleros, O., & Niebla-Zatarain, J. (2018). Bibliometric study of family business succession between 1939 and 2017: mapping and analyzing authors' networks. Scientometrics, 117(2), 919-951. https://doi.org/10.1007/s11192-018-2889-1 Go to original source...
  13. Desselles, M., & Livingston, M. M. (2011). Motivational richness: How reversal theory can help advisers and benefit advisees. The Mentor: Innovative Scholarship on Academic Advising, 13. https://journals.psu.edu/mentor/article/view/61343
  14. Deterding, S. (2012). Gamification. Interactions, 19(4), 14-17. https://doi.org/10.1145/2212877.2212883 Go to original source...
  15. Deterding, S., Dixon, D. A., Khaled, R., & Nacke, L. E. (2011). From game design elements to gamefulness. In MindTrek '11: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9-15). ACM. https://doi.org/10.1145/2181037.2181040 Go to original source...
  16. Dhamija, P., & Bag, S. (2020). Role of artificial intelligence in operations environment: a review and bibliometric analysis. The TQM Journal, 32(4), 869-896. https://doi.org/10.1108/tqm-10-2019-0243 Go to original source...
  17. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070 Go to original source...
  18. Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36(2), 200-215. https://doi.org/10.1016/j.ijresmar.2019.02.003 Go to original source...
  19. Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105(3), 1809-1831. https://doi.org/10.1007/s11192-015-1645-z Go to original source...
  20. Fahimnia, B., Sarkis, J., & Davarzani, H. (2015). Green supply chain management: A review and bibliometric analysis. International Journal of Production Economics, 162, 101-114. https://doi.org/10.1016/j.ijpe.2015.01.003 Go to original source...
  21. Gatautis, R., Vitkauskaitė, E., Gadeikienė, A., & Piligrimienė, ®. (2016). Gamification as a mean of driving online Consumer behaviour: SOR Model Perspective. Engineering Economics, 27(1). https://doi.org/10.5755/j01.ee.27.1.13198 Go to original source...
  22. Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236-245. https://doi.org/10.1016/j.elerap.2013.01.004 Go to original source...
  23. Hamari, J., & Koivisto, J. (2015a). Why do people use gamification services? International Journal of Information Management, 35(4), 419-431. https://doi.org/10.1016/j.ijinfomgt.2015.04.006 Go to original source...
  24. Hamari, J., & Koivisto, J. (2015b). "Working out for likes": An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333-347. https://doi.org/10.1016/j.chb.2015.04.018 Go to original source...
  25. Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546. https://doi.org/10.1108/jsm-01-2015-0045 Go to original source...
  26. Hassan, L., Dias, A., & Hamari, J. (2019). How motivational feedback increases user's benefits and continued use: A study on gamification, quantified-self and social networking. International Journal of Information Management, 46, 151-162. https://doi.org/10.1016/j.ijinfomgt.2018.12.004 Go to original source...
  27. Helmefalk, M., & Marcusson, L. (2019). Gamification in a servicescape context: a conceptual framework. International Journal of Internet Marketing and Advertising, 13(1), 22. https://doi.org/10.1504/ijima.2019.097894 Go to original source...
  28. Hjørland, B. (2013). Facet analysis: The logical approach to knowledge organization. Information Processing & Management, 49(2), 545-557. https://doi.org/10.1016/j.ipm.2012.10.001 Go to original source...
  29. Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage learning.
  30. Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34, 25-36. https://doi.org/10.1016/j.intmar.2016.03.001 Go to original source...
  31. Högberg, J., Shams, P., & Wästlund, E. (2019a). Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising. Journal of Retailing and Consumer Services, 50, 298-304. https://doi.org/10.1016/j.jretconser.2018.07.004 Go to original source...
  32. Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019b). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122-130. https://doi.org/10.1016/j.jretconser.2019.05.006 Go to original source...
  33. Hollebeek, L. D., Das, K., & Shukla, Y. (2021). Game on! How gamified loyalty programs boost customer engagement value. International Journal of Information Management, 61, 102308. https://doi.org/10.1016/j.ijinfomgt.2021.102308 Go to original source...
  34. Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133. https://doi.org/10.1016/j.chb.2018.06.037 Go to original source...
  35. Huotari, K., & Hamari, J. (2016). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31. https://doi.org/10.1007/s12525-015-0212-z Go to original source...
  36. Hwang, J., & Choi, L. (2020). Having fun while receiving rewards? Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376. https://doi.org/10.1016/j.jbusres.2019.01.031 Go to original source...
  37. Insley, V., & Nunan, D. (2014). Gamification and the online retail experience. International Journal of Retail & Distribution Management, 42(5), 340-351. https://doi.org/10.1108/ijrdm-01-2013-0030 Go to original source...
  38. Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation. Journal of Service Research, 17(3), 247-261. https://doi.org/10.1177/1094670514529187 Go to original source...
  39. Jang, S., Kitchen, P. J., & Kim, J. (2018). The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses. Journal of Business Research, 92, 250-259. https://doi.org/10.1016/j.jbusres.2018.07.056 Go to original source...
  40. Jun, F., Jiao, J., & Lin, P. (2020). Influence of virtual CSR gamification design elements on customers' continuance intention of participating in social value co-creation. Asia Pacific Journal of Marketing and Logistics, 32(6), 1305-1326. https://doi.org/10.1108/apjml-03-2019-0213 Go to original source...
  41. Koivisto, J., & Hamari, J. (2014). Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35, 179-188. https://doi.org/10.1016/j.chb.2014.03.007 Go to original source...
  42. Kolar, T., & Èater, B. (2018). Managing group flow experiences in escape rooms. International Journal of Contemporary Hospitality Management, 30(7), 2637-2661. https://doi.org/10.1108/ijchm-03-2017-0152 Go to original source...
  43. Kumar, S., Maggino, F., Mahto, R. V., Sureka, R., Alaimo, L. S., & Lim, W. M. (2021). Social Indicators Research: A Retrospective using Bibliometric analysis. Social Indicators Research, 162(1), 413-448. https://doi.org/10.1007/s11205-021-02847-9 Go to original source...
  44. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297-310. https://doi.org/10.1177/1094670510375602 Go to original source...
  45. Kumar, V., & Pansari, A. (2016). Competitive Advantage through Engagement. Journal of Marketing Research, 53(4), 497-514. https://doi.org/10.1509/jmr.15.0044 Go to original source...
  46. Leclercq, T., Hammedi, W., & Poncin, I. (2018). The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities. Journal of Interactive Marketing, 44, 82-101. https://doi.org/10.1016/j.intmar.2018.04.004 Go to original source...
  47. Leclercq, T., Poncin, I., & Hammedi, W. (2017). The Engagement Process During Value Co-Creation: Gamification in New Product-Development Platforms. International Journal of Electronic Commerce, 21(4), 454-488. https://doi.org/10.1080/10864415.2016.1355638 Go to original source...
  48. Lopes, J. M., Gomes, S., & Rodrigues, I. (2022). Playing the gamification and co-creation game: a bibliometric literature review. Management Review Quarterly. https://doi.org/10.1007/s11301-022-00302-8 Go to original source...
  49. Meho, L. I., & Yang, K. (2006). A new era in citation and bibliometric analyses: Web of Science, Scopus, and Google Scholar. arXiv preprint cs/0612132. https://doi.org/10.48550/arXiv.cs/0612132 Go to original source...
  50. Mishra, S., & Malhotra, G. (2021). The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness. International Journal of Information Management, 61, 102245. https://doi.org/10.1016/j.ijinfomgt.2020.102245 Go to original source...
  51. Mulcahy, R. F., Russell-Bennett, R., Zainuddin, N., & Kuhn, K. A. (2018). Designing gamified transformative and social marketing services. Journal of Service Theory and Practice, 28(1), 26-51. https://doi.org/10.1108/jstp-02-2017-0034 Go to original source...
  52. Mulcahy, R., Russell-Bennett, R., & Iacobucci, D. (2020). Designing gamified apps for sustainable consumption: A field study. Journal of Business Research, 106, 377-387. https://doi.org/10.1016/j.jbusres.2018.10.026 Go to original source...
  53. Müller-Stewens, J., Schlager, T., Häubl, G., & Herrmann, A. (2017). Gamified Information Presentation and Consumer Adoption of Product Innovations. Journal of Marketing, 81(2), 8-24. https://doi.org/10.1509/jm.15.0396 Go to original source...
  54. Negruºa, A., Toader, V., Soficã, A., Tutunea, M., & Rus, R. (2015). Exploring Gamification Techniques and Applications for Sustainable Tourism. Sustainability, 7(8), 11160-11189. https://doi.org/10.3390/su70811160 Go to original source...
  55. Olaleye, S. A., Salo, J., Sanusi, I. T., & Okunoye, A. O. (2018). Retailing Mobile App Usefulness. International Journal of E-Services and Mobile Applications, 10(4), 1-17. https://doi.org/10.4018/ijesma.2018100101 Go to original source...
  56. Patricio, R., Moreira, A., Zurlo, F., & Melazzini, M. (2020). Co-creation of new solutions through gamification: A collaborative innovation practice. Creativity and Innovation Management, 29(1), 146-160. https://doi.org/10.1111/caim.12356 Go to original source...
  57. Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717 Go to original source...
  58. Pour, M., Rafiei, K., Khani, M., & Sabrirazm, A. (2021). Gamification and customer experience: the mediating role of brand engagement in online grocery retailing. Nankai Business Review International, 12(3), 340-357. https://doi.org/10.1108/nbri-07-2020-0041 Go to original source...
  59. Piligrimienė, ®., Dovalienė, A., & Virvilaitė, R. (2015). Consumer Engagement in Value Co-Creation: what Kind of Value it creates for Company? Engineering Economics, 26(4). https://doi.org/10.5755/j01.ee.26.4.12502 Go to original source...
  60. Pisano, P., Pironti, M., & Rieple, A. (2015). Identify Innovative Business Models: Can Innovative Business Models Enable Players to React to Ongoing or Unpredictable Trends? Entrepreneurship Research Journal, 5(3). https://doi.org/10.1515/erj-2014-0032 Go to original source...
  61. Poncin, I., Garnier, M., Ben Mimoun, M. S., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change, 124, 320-331. https://doi.org/10.1016/j.techfore.2017.01.025 Go to original source...
  62. Pranckutė, R. (2021). Web of Science (WoS) and Scopus: The Titans of Bibliographic Information in Today's Academic World. Publications, 9(1), 12. https://doi.org/10.3390/publications9010012 Go to original source...
  63. Robson, K., Plangger, K., Kietzmann, J., McCarthy, I. P., & Pitt, L. (2016). Game on: Engaging customers and employees through gamification. Business Horizons, 59(1), 29-36. https://doi.org/10.1016/j.bushor.2015.08.002 Go to original source...
  64. Rossetto, D. E., Bernardes, R. C., Borini, F. M., & Gattaz, C. C. (2018). Structure and evolution of innovation research in the last 60 years: review and future trends in the field of business through the citations and co-citations analysis. Scientometrics, 115(3), 1329-1363. https://doi.org/10.1007/s11192-018-2709-7 Go to original source...
  65. Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The Motivational Pull of Video Games: A Self-Determination Theory Approach. Motivation and Emotion, 30(4), 344-360. https://doi.org/10.1007/s11031-006-9051-8 Go to original source...
  66. Samar, R., & Mazuri, A. G. (2019). Does gamified elements influence on user's intention to adopt internet banking with integration of UTAUT and general self-confidence. International Journal of Business Excellence, 19(3), 394. https://doi.org/10.1504/ijbex.2019.102835 Go to original source...
  67. Scott, J. (2000). Rational choice theory. Understanding contemporary society: Theories of the present, 129 671-85. https://www.annualreviews.org/doi/abs/10.1146/annurev.soc.29.010202.100213 Go to original source...
  68. Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31. https://doi.org/10.1016/j.ijhcs.2014.09.006 Go to original source...
  69. Shen, L., Hsee, C. K., & Talloen, J. H. (2018). The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions. Journal of Consumer Research, 46(1), 69-81. https://doi.org/10.1093/jcr/ucy062 Go to original source...
  70. Shi, S., Leung, W. K., & Munelli, F. (2022). Gamification in OTA platforms: A mixed-methods research involving online shopping carnival. Tourism Management, 88, 104426. https://doi.org/10.1016/j.tourman.2021.104426 Go to original source...
  71. Sigala, M. (2015). The application and impact of gamification funware on trip planning and experiences: the case of TripAdvisor's funware. Electronic Markets, 25(3), 189-209. https://doi.org/10.1007/s12525-014-0179-1 Go to original source...
  72. Sigala, M. (2018). Implementing social customer relationship management. International Journal of Contemporary Hospitality Management, 30(7), 2698-2726. https://doi.org/10.1108/ijchm-10-2015-0536 Go to original source...
  73. Silva, L. F. S. D., Verschoore, J. R., Bortolaso, I. V., & Brambilla, F. R. (2019). The effectiveness of game dynamics in cooperation networks. European Business Review, 31(6), 870-884. https://doi.org/10.1108/ebr-06-2018-0118 Go to original source...
  74. Syrjälä, H., Kauppinen-Räisänen, H., Luomala, H. T., Joelsson, T. N., Könnölä, K., & Mäkilä, T. (2020). Gamified package: Consumer insights into multidimensional brand engagement. Journal of Business Research, 119, 423-434. https://doi.org/10.1016/j.jbusres.2019.11.089 Go to original source...
  75. Tanouri, A., Mulcahy, R., & Russell-Bennett, R. (2019). Transformative gamification services for social behavior brand equity: a hierarchical model. Journal of Service Theory and Practice, 29(2), 122-141. https://doi.org/10.1108/jstp-06-2018-0140 Go to original source...
  76. Wang, L., Gunasti, K., Shankar, R., Pancras, J., & Gopal, R. (2020). Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers. MIS Quarterly, 44(4), 1987-2011. https://doi.org/10.25300/misq/2020/13726 Go to original source...
  77. Weretecki, P., Greve, G., Bates, K., & Henseler, J. (2021). Information management can't be all fun and games, can it? How gamified experiences foster information exchange in multi-actor service ecosystems. International Journal of Information Management, 61, 102391. https://doi.org/10.1016/j.ijinfomgt.2021.102391 Go to original source...
  78. Whittaker, L., Mulcahy, R., & Russell-Bennett, R. (2021). 'Go with the flow' for gamification and sustainability marketing. International Journal of Information Management, 61, 102305. https://doi.org/10.1016/j.ijinfomgt.2020.102305 Go to original source...
  79. Wiegard, R. B., & Breitner, M. H. (2017). Smart services in healthcare: A risk-benefit-analysis of pay-as-you-live services from customer perspective in Germany. Electronic Markets, 29(1), 107-123. https://doi.org/10.1007/s12525-017-0274-1 Go to original source...
  80. Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210-221. https://doi.org/10.1016/j.ijinfomgt.2018.12.002 Go to original source...
  81. Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256. https://doi.org/10.1016/j.tourman.2016.11.020 Go to original source...
  82. Xu, X., Chen, X., Jia, F., Brown, S., Gong, Y., & Xu, Y. (2018). Supply chain finance: A systematic literature review and bibliometric analysis. International Journal of Production Economics, 204, 160-173. https://doi.org/10.1016/j.ijpe.2018.08.003 Go to original source...
  83. Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469. https://doi.org/10.1016/j.chb.2017.03.066 Go to original source...

This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.