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

Kim, Kyongseok, and Sun Joo (Grace) Ahn, “The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program,” paper accepted for presentation at the 2017 American Academy of Advertising Global Conference, Tokyo, Japan, July 6-9, 2017.

Abstract: Based on Self-Determination Theory (SDT), this study examined how rewards 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) reported lower intrinsic motivation to engage in the loyalty program than those who received a non-salient reward (a less explicit requirement, no deadline, and reward options). Study 2 found that the salient reward presented in the gamified form using interactive, graphical feedback enhanced the lowered intrinsic motivation. Implications for designing effective loyalty programs are discussed.

Sun Joo (Grace) Ahn