Identifying the Dimensions and Components of a Gamification Model in the Marketing Processes for Sharing Economy Transportation Businesses

Subject Areas : Business Management

Somaye Moradi ¹ , Maysam Shafiee ^{2 *}

1 - Ph.D Candidate , Department of Business Administration, Farabi College, University of Tehran, Tehran, Iran
2 - Associate Professor, Department of Business Administration, Farabi College, University of Tehran, Tehran, Iran.

Received: 2024-11-18 Accepted : 2025-01-19 Published : 2025-06-22

Keywords: sharing economy, gamification, marketing processes, transportation,

Abstract :

Today, gamification in businesses is being used as an effective strategy to attract and retain customers, increase user engagement, and create positive interactions with customers. Gamification, as a marketing tool, can not only increase sales and profits but also improve customer interaction. Therefore, the aim of this research is to identify the dimensions and components of the gamification model in the marketing processes of sharing economy businesses using a qualitative approach. The data was collected through document analysis and semi-structured interviews with 30 researchers, experts, and industry managers. The participants in this study were selected using purposive and snowball sampling techniques, and the required information was obtained through interviews until data saturation was achieved. The data was coded using MAXQDA20 software and analyzed using thematic analysis. Content validity and member checking were used for validity and reliability, respectively. The results of this study showed that the gamification model consists of three main dimensions: platform, owners, and seekers, based on 15 components and 70 indicators. The results of this research demonstrated that sharing economy industries can utilize gamification in businesses as an effective strategy to attract and retain customers, increase user engagement, and create positive interactions with customers.

Keywords: Keywords: sharing economy, gamification, marketing processes, transportation

1.Introduction

Today, there is a type of prominent economy known as the sharing economy, where businesses are based on the concept of sharing resources. The sharing economy refers to the ability of individuals and groups to rent out their own assets or rent assets from others on a broader scale (Laudin, 2023).The sharing economy involves sharing at the outset, production, distribution, trade, and consumption of various products and services by individuals or organizations (Munkoe, 2017).One of the important and determining factors in maintaining or increasing sales and market share, particularly in sharing economy businesses, is gamification.Gamification, refers to a process that uses game-like stimuli and thinking to enhance engagement and problem-solving (Lusch & Vargo, 2014). Gamification is one of the factors that significantly contribute to attracting customers in various aspects. Therefore, creating an enjoyable experience for people is not only an important necessity but also an effective service for the country. Based on previous research, the lack of comprehensive and indigenous models in the development of gamification in sharing economy businesses necessitates an investigation from the perspective of experts. This research aims to identify the appropriate dimensions and components of gamification in the marketing processes of sharing economy businesses. By doing so, it can provide valuable insights into the effective dimensions and components of gamification in the marketing processes of sharing economy businesses.

2. 2.Literature Review

Gamification is a process that utilizes game-like stimuli and thinking to encourage participation and problem-solving (Lusch & Vargo, 2014). Gamification endeavors to increase user engagement, participation, and loyalty through its inherent structures. It creates gamified environments by incorporating the following elements:1. Game Foundations: These include emotions, progress, communication, game maps, and other elements present in gamification; 2. Game Mechanics: These encompass rewards, challenges, feedback, chance, and other stimuli found in games; and 3. Game Components: These consist of points, badges, rankings, leaderboards, missions, and other elements utilized in gamification (Werbach & Hunter, 2012).Game mechanics are employed in gamification to enhance user participation and motivation. An effective gamified system should have appropriate and timely feedback mechanisms. Additionally, it should incorporate suitable mechanics for the purpose and rules of the game. Furthermore, game elements such as points, rankings, leaderboards, etc., should be utilized effectively and contextually (Herzig & et al, 2012).

3. 3.Methodology

In this approach, the data was obtained through document study and semi-structured interviews with 30 experts in the country, including researchers, specialists, and managers, using purposive sampling and a snowball approach. The sample size was determined based on theoretical saturation. Content validity was ensured through content validity method, and member checking was employed for reliability. To protect the confidentiality of the participants' information, each participant was assigned a unique code. The participants were asked to respond to the questions based on their experiences. The coding process was conducted using MAXQDA20 software, and thematic analysis technique was applied to identify and focus on key indicators as units of analysis within the interview texts. Subsequently, the interview texts were divided into meaningful elements, then, initial codes were extracted, and ultimately, 70 codes were confirmed and analyzed. Throughout the coding process, and even during the integration process, the interview texts were reviewed multiple times to consider expressions and phrases that indicated relationships between main and sub-categories. Based on underlying meanings, each code was grouped. Then, a name was assigned to each group. By establishing a coherent connection between the concepts in the three main dimensions of "Platform, Owners, and Seekers", categorization was carried out, and an initial theoretical framework was formed.

4. 4.Results

According to the overall research objective and concept sharing, 70 codes were classified into 15 components and 3 main dimensions. Consequently, the research question resulted in the identification of a suitable gamification model for the marketing processes of sharing economy businesses. Based on the coding analysis and the relationship between concepts, a suitable pattern for gamification in the marketing processes of sharing economy businesses was determined. Accordingly, gamification in the marketing processes of sharing economy businesses is based on the analysis of user and player behavior, identifying the needs and requirements of users and players, analyzing the competitive space and gamification environment of sharing economy businesses, market planning and determining the appropriate target market, designing accessible channels and operating in designed markets, having a strategic market plan for continuous management of the market, users, and players along the product and business life cycle, designing games that meet market needs and requirements, designing games based on up-to-date standards and professional patterns, meeting the needs of owners and users, owners' participation in game design, owners' participation in promoting and developing gamification networks (volume and physical development), owners' participation in brand development and project promotion (advertising and brand development), players and users' participation in game design, players and users' participation in promoting and developing gamification networks (volume and physical development), and players and users' participation in brand development and project promotion (advertising and brand development). Based on the relationships between indicators, components, and extracted concepts, and considering the coding process, the concepts of gamification in the marketing processes of sharing economy businesses are presented in a graphical pattern as shown in Figure 1. In the first step, in addition to document study, semi-structured interviews were conducted with 30 experienced experts, and their perspectives and experiences were collected and analyzed to identify the indicators. In the second step, gamification was classified into 3 main dimensions and 15 components based on initial codes, factors, and criteria, along with sufficient knowledge of different concepts and their compatibility with each other. In the third step, the second part of the research question (i.e., How is the gamification model in the marketing processes of sharing economy businesses?) was addressed, and based on the analysis of the main themes, the gamification model was determined.

5. 5.Discussion

In summary, the objectives of gamification include increasing participation and interaction, enhancing motivation and energy, facilitating learning and education, improving user experience, fostering customer engagement, increasing attitudes and awareness, and achieving organizational goals. With the growth of the sharing economy and increased competition in this industry, companies may pay more attention to using gamification to attract and retain customers, leading to further progress in this field. The development of gamification in the sharing economy in Iran still requires further research and study, and there is potential for greater utilization of this approach in the future. Furthermore, in reviewing the existing domestic and international studies, no specific model for gamification in the marketing processes of sharing economy businesses in the transportation industry has been presented.

6. 6.Conclusion

Businesses can utilize this model to establish better performance metrics for improving and streamlining their workflow processes, conduct objective evaluations of their strengths and weaknesses, gain awareness of consumer needs, and utilize it for enhancement and service provision. By considering and integrating these three dimensions and their components, the integrated gamification framework provides a comprehensive approach to designing gamification in sharing economy businesses that are engaging, inspiring, and aligned with desired system goals. This model can be used to examine user behavior in utilizing gamification elements and making informed decisions regarding gamification. Using this model, the impact of various factors such as the platform, owners' attitudes towards gamification elements, belief in executive control in performing activities, and users' and searchers' attitudes towards others' opinions and expectations can be investigated in relation to their behavior.

Conflict of interest: none