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The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program

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  • Kim, Kyongseok
  • Ahn, Sun Joo (Grace)

Abstract

Based on Self-Determination Theory (SDT), this study examined how rewards could weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who received a salient reward (an explicit requirement and deadline for reward achievement and no reward options) presented lower intrinsic motivation to engage in the loyalty program than those who received its non-salient counterpart (a less explicit requirement, no deadline, and reward options). Study 2 found that the salient reward presented in the gamified form using graphical feedback enhanced the lowered intrinsic motivation. Implications for designing effective loyalty programs are discussed.

Suggested Citation

  • Kim, Kyongseok & Ahn, Sun Joo (Grace), 2017. "The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 41-51.
    • Handle: RePEc:eee:joinma:v:40:y:2017:i:c:p:41-51
    DOI: 10.1016/j.intmar.2017.07.001
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    References listed on IDEAS

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    1. Byung-Do Kim & Mengze Shi & Kannan Srinivasan, 2001. "Reward Programs and Tacit Collusion," Marketing Science, INFORMS, vol. 20(2), pages 99-120, June.
    2. repec:cup:judgdm:v:5:y:2010:i:5:p:411-419 is not listed on IDEAS
    3. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    4. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
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    Cited by:

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    3. Aguiar-Castillo Lidia & Rufo-Torres Julio & De Saa-Pérez Petra & Perez-Jimenez Rafael, 2018. "How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application," Sustainability, MDPI, vol. 10(5), pages 1-20, May.
    4. Christina Pakusch & Gunnar Stevens & Alexander Boden & Paul Bossauer, 2018. "Unintended Effects of Autonomous Driving: A Study on Mobility Preferences in the Future," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    5. Kang, Hyo Jeong & Shin, Jung-hye & Ponto, Kevin, 2020. "How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 70-85.
    6. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    7. Grijalvo, Mercedes & Segura, Alejandro & Núñez, Yilsy, 2022. "Computer-based business games in higher education: A proposal of a gamified learning framework," Technological Forecasting and Social Change, Elsevier, vol. 178(C).

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