Transformative value and the role of involvement in gamification and serious games for well-being

Rory Mulcahy; Nadia Zainuddin; Rebekah Russell-Bennett

doi:10.1108/JOSM-05-2019-0137

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Transformative value and the role of involvement in gamification and serious games for well-being

Journal article

Peer reviewed

Transformative value and the role of involvement in gamification and serious games for well-being

Rory Mulcahy, Nadia Zainuddin and Rebekah Russell-Bennett

Journal of Service Management, Vol.32(2), pp.218-245

2021

DOI: https://doi.org/10.1108/JOSM-05-2019-0137

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Abstract

transformative service research

gamification

serious games

transformative value

involvement

structural equation modeling

Purpose - This study investigates the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be co-created by gamified apps and serious games, and the role involvement plays between transformative value and desired outcomes. Design/Methodology - Four gamified apps/serious games were examined in the study, with data collected from N=497 participants. The data were analyzed using structural equation modeling. Findings - Results revealed that gamified apps and serious games can create three transformative value dimensions - knowledge, distraction, and simulation - which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than moderating role for gamification and serious games for well-being. Originality/Value - This research contributes to a greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games that assist the performance of well-being behaviors, and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than moderating role of involvement in gamification and serious games, as called for in the literature.

Details

Title: Transformative value and the role of involvement in gamification and serious games for well-being
Authors: Rory Mulcahy (Author) - University of the Sunshine Coast
Nadia Zainuddin (Author) - University of Wollongong
Rebekah Russell-Bennett (Author) - Queensland University of Technology
Publication details: Journal of Service Management, Vol.32(2), pp.218-245
Publisher: Emerald Group Publishing Ltd.
Date published: 2021
DOI: 10.1108/JOSM-05-2019-0137
ISSN: 1757-5818; 1757-5826
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450846902621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Management