Driving Consumer Value Co-creation and Repurchase Intention and e-WOM by Gameful Experience in Gamification

One of the most significant developments at the start of the twenty-first century is gamification. We create a framework for analyzing the effects of gamification, which is one of the most important developments at the turn of the century. The goal of this study is to use gamification to demonstrate a link between consumer value co-creation and purchase intention. The review of the literature includes independent factors (examined gamification), dependent variables (examined purchase intention and e-WOM), mediating variables (customer value co-creation), gamification contexts, and types of studies conducted on gamified systems. The study collects data from consumers, and the empirical findings show that persuasive knowledge and game design are related to self-reference and, as a result, co-creation value, building on the work of Suh et al. (2017). Finally, our findings suggest that gamification has the potential to increase value co-creation and encourage consumer participation. The review's conclusions provide direction for future research as well as the development of gamified systems. This study is unique in that it introduces a brand-new framework to extend the "dynamics" into the incubation and implementation stages while also creating positive electronic word-of-mouth (e-WOM) to achieve the desired results using the quantitative method and primary data.