This paper investigates whether gamified experiences in a multi-actor service ecosystem can be used to encourage customers’ information exchange behavior. Furthermore, it examines the impact of customers’ knowledge sharing attitude on the relationship between experiential value and customers’ information exchange behavior. Structural equation modeling was used to assess these dynamic relationships and provide a scalable measurement instrument that can be applied to gamified experiences ranging from simple customer-interface interactions, all the way up to multi-actor service ecosystems. Our findings support the notion that managers can use gamification to foster information exchange and thereby value co-creation between customers and employees directly, without necessarily having to change customers attitudes first. The findings also suggest that gamification can be applied successfully in cases of large groups of people with widely varying characteristics, backgrounds, and motivations. Additionally, our research indicates that experiential value is a suitable candidate for a consistent measurement instrument for gamification. This study is the first to apply a holistic experiential value approach to a gamified experience that simultaneously accounts for customers’ interactions with a multisensory physical environment, their personal interactions with employees, and their interactions with other customers.

本文研究了多参与者服务生态系统中的游戏化体验是否可用于鼓励客户的信息交换行为。此外，它还考察了客户的知识共享态度对体验价值与客户信息交换行为之间关系的影响。结构方程模型用于评估这些动态关系，并提供可扩展的测量工具，可应用于从简单的客户界面交互到多参与者服务生态系统的游戏化体验。我们的研究结果支持这样一种观点，即管理者可以使用游戏化来促进信息交流，从而直接重视客户和员工之间的共同创造，而不必首先改变客户的态度。研究结果还表明，游戏化可以成功应用于具有广泛不同特征、背景和动机的大量人群的情况。此外，我们的研究表明，经验值是用于游戏化的一致测量工具的合适候选者。本研究首次将整体体验价值方法应用于游戏化体验，同时考虑客户与多感官物理环境的互动、他们与员工的个人互动以及他们与其他客户的互动。我们的研究表明，经验值是用于游戏化的一致测量工具的合适候选者。本研究首次将整体体验价值方法应用于游戏化体验，同时考虑客户与多感官物理环境的互动、他们与员工的个人互动以及他们与其他客户的互动。我们的研究表明，经验值是用于游戏化的一致测量工具的合适候选者。本研究首次将整体体验价值方法应用于游戏化体验，同时考虑客户与多感官物理环境的互动、他们与员工的个人互动以及他们与其他客户的互动。