...Isabel Kittyma Disse; Marcus Olsson Purpose Retailers increasingly are using gamification to make the customer experience (CX) more exciting and encourage favourable customer outcomes. This paper aims to conceptualise the gamified customer experience (GCX), including relevant affordances...

... 27 08 2022 28 08 2022 30 10 2022 19 12 2022 20 12 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Gamification Gamified e-service quality Online retailers Retailing industry As customers' demands...

...Francesca De Canio; Maria Fuentes-Blasco; Elisa Martinelli Purpose The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness...

...Victoria Insley; Daniel Nunan Purpose – As online retailing grows in importance there is increasing interest in the online customer experience. The purpose of this paper is to explore the role of gamification, the use of game mechanics, in enabling consumer engagement with online retailers...