Can Gamification motivate the use of e-banking / e-wallet on gen Z? Effect of rewards?

Abstract

Gamification is a trend of the future that mainly affects consumer behavior. The success of gamification has encouraged the development of gamification software in e-banking/e-wallets. In addition to the growing trend of gamification, it is also important to understand how such gamification affects customers who are already using the app. We have developed a study to propose a conceptual model illustrating customer adoption of gamification applications in e-banking, e-wallets by assessing the importance of variables : gamification, perceived ease of use, perceived usefulness, reward, emotional motivation, benefit motivation, intended use behavior, and loyalty of customer. In which, the reward factor is a variable that determines the indirect impact on 2 motivations of using for customer loyalty. Scholars can use this model to study technology adoption behavior related to gamification in service industries. The research sample was collected with more than 300 subjects belonging to Gen Z. In the study, the team carried out quantitative and qualitative research simultaneously, using the 5-point Likert scale and through the software SPSS and SMART PLS To analyze the obtained data and test the SEM model to identify the problems that we propose to draw valid conclusions for the study, the findings of this study will contribute directly to the problem. Continue to explain the impact of gamification in e-banking/e-wallets and the study provides valuable insight into the application of gamification as a novel marketing strategy. ensure user loyalty and thereby attract more potential customers, increasing business revenue.