IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v145y2022icp482-494.html
   My bibliography  Save this article

Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports

Author

Listed:
  • Qian, Tyreal Yizhou
  • Matz, Robbie
  • Luo, Lei
  • Xu, Chenglong

Abstract

The current study examined the relationships between gamification, perceived value, and viewer engagement in a gamified livestreaming service, where gamification complemented the viewing of an esports event. Data from 458 viewers on a livestreaming platform were analyzed using partial least squares structural equation modeling. The results showed that immersion and socialization gamification enhanced the event’s perceived value and viewer engagement, while the effects of achievement gamification were weak and not significant. Moreover, we identified gendered differences as to engagement enhancement in esports livestreams. Immersion gamification and functional value of the event were more influential among females, whereas socialization gamification and social value were more impactful among males. Theoretical and practical implications that can help researchers and practitioners better understand, design, and operate gamification are discussed.

Suggested Citation

  • Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    • Handle: RePEc:eee:jbrese:v:145:y:2022:i:c:p:482-494
    DOI: 10.1016/j.jbusres.2022.02.082
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322002211
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.02.082?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jang, Seongsoo & Kitchen, Philip Jame & Kim, Jinwon, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Journal of Business Research, Elsevier, vol. 92(C), pages 250-259.
    2. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    3. Seongsoo Jang & Philip Kitchen & Jinwon Kim, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Post-Print hal-02014162, HAL.
    4. Woo-yeul Baek & Kyungyeol (Anthony) Kim & Doo-Han Kim & Kevin K. Byon, 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values," Sustainability, MDPI, vol. 12(3), pages 1-12, January.
    5. Koivisto, Jonna & Hamari, Juho, 2019. "The rise of motivational information systems: A review of gamification research," International Journal of Information Management, Elsevier, vol. 45(C), pages 191-210.
    6. Mulcahy, Rory & Russell-Bennett, Rebekah & Iacobucci, Dawn, 2020. "Designing gamified apps for sustainable consumption: A field study," Journal of Business Research, Elsevier, vol. 106(C), pages 377-387.
    7. Kyungyeol (Anthony) Kim & Kevin K. Byon & Wooyeul Baek, 2020. "Customer-to-customer value co-creation and co-destruction in sporting events," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 633-655, July.
    8. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    9. Hamari, Juho & Hanner, Nicolai & Koivisto, Jonna, 2020. ""Why pay premium in freemium services?" A study on perceived value, continued use and purchase intentions in free-to-play games," International Journal of Information Management, Elsevier, vol. 51(C).
    10. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    11. Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
    12. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    13. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
    14. Seo, Yuri, 2016. "Professionalized consumption and identity transformations in the field of eSports," Journal of Business Research, Elsevier, vol. 69(1), pages 264-272.
    15. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    16. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    17. Hamari, Juho & Koivisto, Jonna, 2015. "Why do people use gamification services?," International Journal of Information Management, Elsevier, vol. 35(4), pages 419-431.
    18. Helena Nobre & André Ferreira, 2017. "Gamification as a platform for brand co-creation experiences," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 349-361, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    3. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
    4. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    5. Liu, Haoyu & Chung, Leanne & Tan, Kim Hua & Peng, Bo, 2024. "I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform," Journal of Business Research, Elsevier, vol. 170(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharma, Wamika & Lim, Weng Marc & Kumar, Satish & Verma, Aastha & Kumra, Rajeev, 2024. "Game on! A state-of-the-art overview of doing business with gamification," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
    3. Abril, Carmen & Gimenez-Fernandez, Elena M. & Camacho-Miñano, María-del-Mar, 2024. "Using gamification to overcome innovation process challenges: A literature review and future agenda," Technovation, Elsevier, vol. 133(C).
    4. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    5. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    6. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    7. Wolf, Tobias & Weiger, Welf H. & Hammerschmidt, Maik, 2020. "Experiences that matter? The motivational experiences and business outcomes of gamified services," Journal of Business Research, Elsevier, vol. 106(C), pages 353-364.
    8. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    9. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    10. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    11. Zhou, Fei & Lin, Youhai & Mou, Jian & Cohen, Jason & Chen, Sihua, 2023. "Understanding the dark side of gamified interactions on short-form video platforms: Through a lens of expectations violations theory," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    12. Feng, Yuanyue & Yi, Zihui & Yang, Congcong & Chen, Ruoyi & Feng, Ye, 2022. "How do gamification mechanics drive solvers’ Knowledge contribution? A study of collaborative knowledge crowdsourcing," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    13. Leclercq, Thomas & Poncin, Ingrid & Hammedi, Wafa, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    14. Thomas Leclercq & Ingrid Poncin & Wafa Hammedi, 2020. "Opening the black box of gameful experience: Implications for gamification process design," Post-Print hal-02510199, HAL.
    15. Liu, Xiaodi & Zhou, Zengze & Yuen, Kum Fai & Wang, Xueqin, 2024. "Green and gamified! An investigation of consumer participation in green last-mile from a gamification affordance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    16. Hassan, Lobna & Dias, Antonio & Hamari, Juho, 2019. "How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking," International Journal of Information Management, Elsevier, vol. 46(C), pages 151-162.
    17. Adnan Fateh & Norizah Mustamil & Fakhar Shahzad, 2021. "Role of authentic leadership and personal mastery in predicting employee creative behavior: a self-determination perspective," Frontiers of Business Research in China, Springer, vol. 15(1), pages 1-16, December.
    18. Xu, Hui & Wu, Yang & Hamari, Juho, 2022. "What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success," Journal of Business Research, Elsevier, vol. 139(C), pages 484-495.
    19. Zheng, Shiyong & Chen, Jiada & Liao, Junyun & Hu, Hsin-Li, 2023. "What motivates users' viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    20. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:145:y:2022:i:c:p:482-494. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.