Exploration of Engagement Mechanics during the Value Co-Creation Process: The Case of Gamification in a New Product Development Platform

Leclercq, Thomas [UCL] Poncin, Ingrid [UCL] Hammedi, Wafa [FUNDP]

Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. However, though they play an important role, the development of an online platforms is not sufficient for effective engagement of customers, yet considered as a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, based on an in-depth case study including longitudinal data and rich qualitative material, this research investigates the impact of two gamification mechanics: cooperation and competition. This research highlights the existence of four user profiles. We then assess their emotional, cognitive and behavioral engagement with the gamified cocreation platform over time.