Luxury customer's motivations to adopt gamification

Jain, Sheetal; Saxena, Garima

doi:10.1108/mip-05-2022-0207

Cited by 7 publications

(7 citation statements)

References 42 publications

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“…The Service-Dominant (S-D) Logic, as introduced by Vargo and Lusch in Refs. [49,50], transitions the focus from traditional goods-dominant logic by underscoring the intangible facets of services and the critical importance of co-creating value between providers and consumers. In the realm of gamification, luxury tourism providers can adopt this framework to craft experiences that foster active customer participation and joint creation of the luxury experience.…”

Section: Service Marketing Theoriesmentioning

confidence: 99%

Exploring Gamification in Luxury Tourism

Marcão,

Santos,

Sampaio

2024

Level Up! Exploring Gamification's Impact on Research and Innovation

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This chapter delves into the intriguing intersection of luxury tourism and gamification, examining how the incorporation of game elements and mechanics can transform the landscape of high-end travel experiences. It provides a comprehensive overview of both gamification fundamentals and the nuances of luxury tourism, highlighting their convergence and symbiotic relationship. Through a thorough exploration of successful case studies, this chapter showcases how gamification strategies can be harnessed to elevate the luxury tourism industry. We delve into the motivations driving the adoption of gamification in luxury tourism and explore innovative strategies for seamlessly integrating game-like elements into high-end travel experiences. Moreover, this chapter critically addresses the ethical considerations and challenges associated with gamification in this context, emphasizing the importance of responsible implementation. As luxury travelers increasingly seek personalized, immersive, and memorable experiences, this chapter illuminates how gamification can cater to their desires. By enhancing interactivity, personalization, and customer loyalty, gamified luxury tourism experiences are poised to shape the future of the industry. This exploration concludes with insights into emerging trends and the limitless potential that gamification holds for the ever-evolving world of luxury tourism.

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Section: Service Marketing Theoriesmentioning

confidence: 99%

Exploring Gamification in Luxury Tourism

Marcão,

Santos,

Sampaio

2024

Level Up! Exploring Gamification's Impact on Research and Innovation

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“…Luxury consumption has increased across countries even during and after the COVID-19 pandemic (Kumar, 2023;Sharma et al, 2024). In emerging markets, luxury consumers tend to display their wealth to distinguish themselves from less affluent people (Carranza et al, 2023;Jain et al, 2023;Shahid et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…In emerging markets, luxury consumers tend to display their wealth to distinguish themselves from less affluent people (Carranza et al. , 2023; Jain et al. , 2023; Shahid et al.…”

Section: Introductionmentioning

confidence: 99%

Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

Akoğlu,

Yildiz,

Kumar

2024

MIP

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PurposeAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.Design/methodology/approachThe study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.FindingsFindings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.Originality/valueThe study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

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“…Gamification is related to engagement, and its application is typically justified by its positive impacts on customer engagement (Bitrián et al ., 2021; Jain et al ., 2023). Gamification encourages customer engagement with marketing activities and increases customers' interactions with websites (Noorbehbahani et al ., 2019).…”

Section: Introductionmentioning

confidence: 99%

“…However, few studies have examined the mediating variables that modify consumer behavior in response to gamification (e.g. Hwang and Choi, 2020; Jain et al ., 2023). To the best of our knowledge, only Hsu and Chen's (2018) study focused on the role of brand love in gamification.…”

Section: Introductionmentioning

confidence: 99%

How gamification elements benefit brand love: the moderating effect of immersion

Tsou,

Putra

2023

MIP

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PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.FindingsThe gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.Originality/valueThis study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

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Luxury customer's motivations to adopt gamification

Cited by 7 publications

References 42 publications

Exploring Gamification in Luxury Tourism

Exploring Gamification in Luxury Tourism

Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

How gamification elements benefit brand love: the moderating effect of immersion

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