The influence of gamified factors on continuance use intention in the e-wallet apps: a case study of e-wallet Momo

Abstract

Many industries, including learning, education, business, and healthcare, have adopted gamification in marketing (Lu & Ho, 2020). A strategy used to draw people in by providing game-like experiences is to incorporate gamification features into digital apps. Nike Run Club is a prime example of how well gamification works in marketing. Thus, this research, titled "The influence of gamified factors on continuance use intention in e-wallet apps: A case study of e-wallet Momo" investigates how gamification in the Momo e-wallet app affects user attitudes, subjective well-being, and continued use, specifically among residents of Ho Chi Minh City. The study builds a framework based on the Technology Acceptance Model (TAM) and considers factors like perceived ease of use, usefulness, enjoyment, and effectiveness of gamification. Data was collected by convenience sampling through online questionnaires targeting users over 18, who had experienced Momo's "Nuôi heo đất" game and this questionnaire has attracted 342 respondents in Ho Chi Minh city through Google Form. Additionally, SmartPLS version 4 is software that was used during the process of synthesis and data analysis to test the confidence interval, the validity, and the importance of the variables. As a result, the findings reveal a positive influence of perceived enjoyment on continued use intention. Additionally, gamification elements like perceived ease of use, usefulness, enjoyment, and perceived effectiveness of gamification all impact user attitudes toward the brand's gamification efforts. Furthermore, subjective well-being significantly influences continued use intention and it mediates the relationship between attitude and intention. The research provides valuable insights including discussions, limitations, and implications for e-wallet managers on how to leverage gamification to increase user continued use.