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

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  • 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.

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  • 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
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    Cited by:

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    2. 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).
    3. 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).
    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).

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