{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,6]],"date-time":"2026-03-06T02:50:50Z","timestamp":1772765450083,"version":"3.50.1"},"reference-count":100,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2023,4,15]],"date-time":"2023-04-15T00:00:00Z","timestamp":1681516800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"national funds","award":["UIDB\/05105\/2020"],"award-info":[{"award-number":["UIDB\/05105\/2020"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Social Sciences"],"abstract":"<jats:p>Online retail shops increasingly implement gamified marketing strategies to enrich consumers\u2019 online experience and increase engagement. This study aims to evaluate the ludic experience of consumers in online retail stores and the role of gamification and game mechanics in changing the online shopping experience. It seeks to assess, through a qualitative methodology, based on an exploratory study approach obtained through 30 interviews with Portuguese consumers, whether consumers have playful experiences when shopping in online retail shops and whether the introduction of game mechanics changes this experience by generating co-creation. The results show that online shopping can be playful and generate positive emotional benefits. However, gamification in online retail shops is not guided by a co-creation process, nor do game mechanics create greater online consumer engagement. There is a need to review how gamification is introduced in online retail shops, and strategies should be designed to co-create experience value and brand co-creation. This study is original, as it contributes to developing knowledge about gamification in the context of the online retail experience. Studies on this topic are scarce, and this study contributes to filling that gap.<\/jats:p>","DOI":"10.3390\/socsci12040235","type":"journal-article","created":{"date-parts":[[2023,4,17]],"date-time":"2023-04-17T02:02:59Z","timestamp":1681696979000},"page":"235","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["Exploring the Role of Gamification in the Online Shopping Experience in Retail Stores: An Exploratory Study"],"prefix":"10.3390","volume":"12","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2968-4026","authenticated-orcid":false,"given":"Jo\u00e3o M.","family":"Lopes","sequence":"first","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"},{"name":"NECE-UBI\u2014Research Unit in Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0326-0655","authenticated-orcid":false,"given":"Sofia","family":"Gomes","sequence":"additional","affiliation":[{"name":"REMIT\u2014Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal"}]},{"given":"Pedro","family":"Lopes","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"Adriana","family":"Silva","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"Daniel","family":"Louren\u00e7o","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"Duarte","family":"Esteves","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"Mafalda","family":"Cardoso","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"Valter","family":"Redondo","sequence":"additional","affiliation":[{"name":"Miguel Torga Institute of Higher Education, NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2023,4,15]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"144","DOI":"10.1016\/j.ism.2015.03.001","article-title":"Roles and Resource Contributions of 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