Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem

This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation. Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the component...

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Detalles Bibliográficos
Autores: García-Magro, Cristina, Martín-Peña, María-Luz, Sánchez-López, José María
Tipo de recurso: artículo
Fecha de publicación:2023
País:España
Institución:Universidad Rey Juan Carlos
Repositorio:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
OAI Identifier:oai:burjcdigital.urjc.es:10115/27111
Acceso en línea:https://hdl.handle.net/10115/27111
Access Level:acceso abierto
Palabra clave:Gamification
Value co-creation
Customer experience
Digital platform
B2B2C ecosystem
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spelling Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystemGarcía-Magro, CristinaMartín-Peña, María-LuzSánchez-López, José MaríaGamificationValue co-creationCustomer experienceDigital platformB2B2C ecosystemThis study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation. Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike1 gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike1 application. The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem. Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes. This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.Emerald Publishing Limited202320232023info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10115/27111reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlosinstname:Universidad Rey Juan CarlosInglésAttribution-NonCommercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:burjcdigital.urjc.es:10115/271112026-06-24T12:48:17Z
dc.title.none.fl_str_mv Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
title Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
spellingShingle Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
García-Magro, Cristina
Gamification
Value co-creation
Customer experience
Digital platform
B2B2C ecosystem
title_short Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
title_full Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
title_fullStr Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
title_full_unstemmed Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
title_sort Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
dc.creator.none.fl_str_mv García-Magro, Cristina
Martín-Peña, María-Luz
Sánchez-López, José María
author García-Magro, Cristina
author_facet García-Magro, Cristina
Martín-Peña, María-Luz
Sánchez-López, José María
author_role author
author2 Martín-Peña, María-Luz
Sánchez-López, José María
author2_role author
author
dc.subject.none.fl_str_mv Gamification
Value co-creation
Customer experience
Digital platform
B2B2C ecosystem
topic Gamification
Value co-creation
Customer experience
Digital platform
B2B2C ecosystem
description This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation. Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike1 gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike1 application. The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem. Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes. This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10115/27111
url https://hdl.handle.net/10115/27111
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Attribution-NonCommercial 4.0 Internacional
http://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial 4.0 Internacional
http://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald Publishing Limited
publisher.none.fl_str_mv Emerald Publishing Limited
dc.source.none.fl_str_mv reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
collection BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.812455

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