Design of Engagement Platforms for Customer Involvement.

The concept of customer cocreation has emerged as a key advantage for companies wishing to maintain or gain competitiveness. In the Web 2.0 context, bidirectional communication flow creates a conversational environment in which people can share their ideas and opinions with companies and others. This study explored the use of visual interfaces and gamified elements in the development of online platforms for engaging users in providing their opinions. A total of 134 participants were recruited. The findings indicated that the participants' engagement and experience with a platform influenced their intention to participate in additional cocreation activities in the future and that gamified elements enhanced the participants' experience with and motivation to engage in cocreation activities. A visual interface in a platform can effectively guide and support users in cocreation activities. Furthermore, gamification can enhance the hedonic value of the cocreation experience and strengthen intention to participate.