TY - JOUR
T1 - The Engagement Process During Value Co-Creation
T2 - Gamification in New Product-Development Platforms
AU - Leclercq, Thomas
AU - Poncin, Ingrid
AU - Hammedi, Wafa
PY - 2017/10/2
Y1 - 2017/10/2
N2 - Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. Although they play an important role, the development of online platforms is not sufficient for effective engagement of customers, and yet it is considered a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, this research investigates the impact of two gamification mechanics: cooperation and competition. Based on an in-depth case study including longitudinal data and rich qualitative material, we highlight the existence of four users’ profiles and then assess their emotional, cognitive, and behavioral engagement with the gamified co-creation platform over time. We also emphasize the issues that may be induced through gamification.
AB - Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. Although they play an important role, the development of online platforms is not sufficient for effective engagement of customers, and yet it is considered a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, this research investigates the impact of two gamification mechanics: cooperation and competition. Based on an in-depth case study including longitudinal data and rich qualitative material, we highlight the existence of four users’ profiles and then assess their emotional, cognitive, and behavioral engagement with the gamified co-creation platform over time. We also emphasize the issues that may be induced through gamification.
KW - co-creation
KW - customer engagement
KW - gamification
KW - new product development
KW - online platforms
UR - http://www.scopus.com/inward/record.url?scp=85029951731&partnerID=8YFLogxK
U2 - 10.1080/10864415.2016.1355638
DO - 10.1080/10864415.2016.1355638
M3 - Article
AN - SCOPUS:85029951731
SN - 1086-4415
VL - 21
SP - 454
EP - 488
JO - International Journal of Electronic Commerce
JF - International Journal of Electronic Commerce
IS - 4
ER -