Investigation of users’ profiles on a gamified co-creation platform
(2017) , 30 pages
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WorkingPaper2017-03_Leclercq.pdf
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- Authors
- Abstract
- 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. However, though they play an important role, the development of an online platform is not sufficient for effective engagement of customers, yet considered as 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, based on an in-depth case study including longitudinal data and rich qualitative material, this research investigates the impact of two gamification mechanics: cooperation and competition. This research highlights the existence of four user profiles. We then assess their emotional, cognitive and behavioral engagement with the gamified co-creation platform over time.
- Affiliations
Citations
Leclercq, T., Poncin, I., & Hammedi, W. (2017). Investigation of users’ profiles on a gamified co-creation platform (Louvain Research Institute in Management and Organizations Working Paper Series 2017/03). https://hdl.handle.net/2078.5/178647