Gamification and Consumer Engagement: Creating Value in Context of ICT Development

220 Pages·2021·2.8 MB·English

by  Rimantas Gatautis, Jūratė Banytė, Elena Vitkauskaitė

Progress in IS
Rimantas Gatautis
Jūratė Banytė
Elena Vitkauskaitė  Editors
Gamification
and Consumer
Engagement
Creating Value in Context of ICT
Development
Progress in IS
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(cid:129) ū ė ė (cid:129)
Rimantas Gatautis J rat Banyt
ė
Elena Vitkauskait
Editors
fi
Gami cation and Consumer
Engagement
Creating Value in Context of ICT
Development
Editors
RimantasGatautis JūratėBanytė
KaunasUniversityofTechnology KaunasUniversityofTechnology
Kaunas,Lithuania Kaunas,Lithuania
ElenaVitkauskaitė
KaunasUniversityofTechnology
Kaunas,Lithuania
ISSN2196-8705 ISSN2196-8713 (electronic)
ProgressinIS
ISBN978-3-030-54204-7 ISBN978-3-030-54205-4 (eBook)
https://doi.org/10.1007/978-3-030-54205-4
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In memory of Rimantas Gatautis
Contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
RimantasGatautis,JūratėBanytė,andElenaVitkauskaitė
TheConceptofSharedValueintheContextofNewestMarketing
Theories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
ReginaVirvilaitėandAistėDovalienė
ConsumerEngagementintheContextofValueCreation. . . . . . . . . . . . 33
JūratėBanytė,RitaKuvykaitė,andAstaTarutė
ExpressionoftheConceptofGamificationintheContextofICT
Development. . . .. . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . .. . 69
RimantasGatautis,AgnėGadeikienė,andElenaVitkauskaitė
TheConceptualModelofGamification-BasedConsumerEngagement
inValueCreation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
RimantasGatautis,JūratėBanytė,RitaKuvykaitė,ReginaVirvilaitė,
AistėDovalienė,ŽanetaPiligrimienė,AgnėGadeikienė,
ElenaVitkauskaitė,andAstaTarutė
ResearchMethodologyofGamification-BasedConsumerEngagement
inValueCreationintheContextofICTDevelopment. . . . . . . . . . . . . . 109
ŽanetaPiligrimienė
ResearchResultsofGamification-BasedConsumerEngagement
inValueCreationintheContextofICTDevelopment. . . . . . . . . . . . . . 129
ŽanetaPiligrimienė,AgnėGadeikienė,RimantasGatautis,
andElenaVitkauskaitė
vii
viii Contents
ConclusionsandFurtherResearchDirections. . . . . . . . . . . . . . . . . . . . 173
RimantasGatautis,JūratėBanytė,RitaKuvykaitė,ReginaVirvilaitė,
AistėDovalienė,ŽanetaPiligrimienė,AgnėGadeikienė,
ElenaVitkauskaitė,andAstaTarutė
Annexes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Introduction
RimantasGatautis,JūratėBanytė,andElenaVitkauskaitė
Thesearchfornewpossibilitieshasalwaysbeenachallengingtaskforcompaniesin
order to get established and maintain the position in the market. Over the past
decade, fast development of technologies has created new possibilities for compa-
niesandconsumers.Informationcommunicationtechnologies(ICT)areamongthe
most dynamically developing and widely applied. Active ICT development and
adaptationhaveinspirednewprocessesandchangesinconventionalapproaches.
Consumers, like companies, tend to extensively use possibilities provided by
ICT.TheuseofICTinprofessionalandpersonallifehasbecomeobligatoryrather
thanamatterofchoice.Fromtheconsumerperspective,theuseofICTisassociated
with consumer value. With the growing amount of ICT-related decisions and
possibilities enabledbytheuseofICT,creationofvaluethroughICTisbecoming
particularlyimportant.
ICT development has caused extensive changes in consumer behaviour,
i.e. consumers have become readily accessible and active. One of the changes in
consumerbehaviourhasbeenassociatedwiththedevelopmentoflaptops,tabletPCs
andsmartphones.Accordingtoresearchstudies,manyconsumersmakeuseofmore
than one gadget (We Are Social 2015). Thus, ICT has enabled companies to reach
consumers and communicate different content in any place at any time. Another
changeinconsumerbehaviourisassociatedwiththeiractiveroleintheuseofdigital
content. Web 2.01 has created conditions for consumers to actively engage in the
creation of content and services, communication or even service provision. Wide
usageofICTisconfirmedbythefactthatconsumersspendlesstimeontelevision,
radio,traditionalbooks,journalsornewspapersandmoretimeonactivitiesinvirtual
1Web2.0—Webpagesthatarebasedonconsumer-createdcontent,applicabilitytoconsumerneeds
andinteraction(O’Reilly2005).
R.Gatautis·J.Banytė(*)·E.Vitkauskaitė
KaunasUniversityofTechnology,Kaunas,Lithuania
e-mail:[email protected]
©SpringerNatureSwitzerlandAG2021 1
R.Gatautisetal.(eds.),GamificationandConsumerEngagement,ProgressinIS,
https://doi.org/10.1007/978-3-030-54205-4_1
2 R.Gatautisetal.
reality. Following current tendencies and consumer priorities, companies try to
digitisetheiroffersandinvestmoreinonlinecommunication.
Despitetheemergenceofnewpossibilities,consumeractivitydoesnotmeetthe
expectations of companies and is not what it might be if technologies were
employed. An active consumer’s role manifests through the use of content or
realisation of activities that require short-term consumer engagement and
non-complicated decision-making. Such consumer behaviour is conditioned by
growing amounts of digital content and consumer possibilities to discover digital
content(increasingnumbersofcontentproviders,popularityofwebsitesaggregating
digital content) and engage in heuristic activities (sharing, liking, assessing etc.).
Suchasituationdoesnotsatisfyexpectationsofcompanies,becausetheyattemptto
develop long-term relationships with consumers. In the context of marketing, rela-
tionshipswithconsumersarebecominganimportantconditionfordevelopmentof
consumer loyalty; therefore, the aim of companies to establish and develop such
relationshipsiseconomicallyexpedientandsound.
Inordertodealwithemergingchallenges,companiesareforcedtosearchfornew
ways and methods not only how to call attention of consumers, but also how to
engage them in activities resulting in a long-term relationships. Gamification was
first recognised as a prospective solution on the Gartner Hype Cycle of Emerging
Technologies. Since then the possibilities of using gamification were explored in
increasingnumberofareas,in2019makingitswaytopoliticsandcivicinstitutions,
the areas that were reluctant to use gamification so far (Angelovska 2019). This is
based on the prognosis made by Gartner that 80% of gamification-based solutions
would fail before 2014 as companies would not be able to achieve their aims.
Gartner indicated the major reason for failure to be insufficiently substantiated
gamification solutions (Gartner 2012). According to recent reports by Gartner
(2014), gamification is advancing from the stage of maximised expectations to
another stage requiring deep and well-grounded research. Such research studies
will establish conditions for the emergence of profitable gamification-based
solutions.
Consideringtransformationsinthemarketandtendenciesingamificationdevel-
opment, this monograph is aimed at contributing to a deeper and more profound
understandingofthegamificationphenomenonanddisclosureofpossibilitiesofits
use by companies. The concept of gamification, although with its deep and game-
based origins, is still understudied; there is a lack of research studies to help
understandandconceptualisegamification.
Gamificationisassociatedwiththeuseofgameelementsinnon-gamesituations
(Deterdingetal.2011c).Inthemarketing,gamificationhasbeenusedbybusinesses
toimproveadvertisingperformance,engagecustomersandenhanceperceivedbrand
value (Xi and Hamari 2019). Research shows that gamification is effective for
increasing customer engagement, enhancing their creativity, initiating learning,
changing behaviours, fostering technology adoption and providing customers with
enjoyableexperiences(Hammedietal.2019).Theseadvantagesofgamificationare
useful to companies, as they encourage more active engagement of consumers
throughmorefrequentandlongerinteractions.Suchinteractionsprovideconditions