Purpose

This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation.

Design/methodology/approach

Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike+ gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike+ application.

Findings

The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem.

Practical implications

Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes.

Originality/value

This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.

中文翻译：

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游戏化和价值共创的情感机制：数字平台 Nike+ 作为 B2B2C 生态系统

目的

本研究旨在调查游戏化数字平台中的功利主义、享乐主义和社会情感机制对价值共创要素的影响。

设计/方法/方法

提出假设以根据 DART（对话、访问、风险评估、透明度）模型的组成部分来测试游戏化的情感机制作为价值共同创造的前因。Nike+ 游戏化数字平台被用作实证分析的背景。假设检验是从消费者的角度进行的，使用发送给 Nike+ 应用程序用户的问卷收集数据。

发现

游戏化的社会情感机制对对话、访问、透明度和风险的价值创造部分产生积极影响。功利主义和享乐主义机制也对访问的价值创造部分产生影响。本研究有助于价值共创文献。调查结果还揭示了客户情绪在企业对企业对消费者 (B2B2C) 生态系统中拥抱游戏化平台的作用。

实际影响

B2B2C 生态系统中的从业者和消费者可以深入了解如何在数字游戏化平台中进行交互以及如何共同创造价值。这项研究表明了客户在参与游戏化平台时情绪机制的重要性。结果可以帮助组织确保其价值共创过程的成功。

原创性/价值

本文提出了一种传统上孤立研究的方法的组合，将情感置于价值共同创造范式的核心。