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-w
INTRODUCTION
Background
Gamification is experiencing rapid growth and gaining significant interest among researchers and practitioners alike (Aboelmaged et al., 2021; Hamari & Koivisto, 2015;
Gamification has become a prevalent strategy across various industries, including education, commerce, and healthcare, to enhance user engagement in digital applications like mHealth and social networking platforms (Lu & Ho, 2020; Aboelmaged et al., 2021) A prime example is Nike Run Club, which showcases how gamification can effectively drive marketing success This app allows users to track workouts, compare achievements, and share progress on social media, while employing motivational elements such as immediate feedback, leaderboard rankings, and rewards like trophies and badges These features not only boost user engagement but also cultivate brand loyalty, attracting millions of dedicated users Ultimately, leveraging gamification can provide businesses with a competitive advantage and promote sustainable growth, provided that these tactics successfully engage users and encourage continued application use.
The COVID-19 pandemic has significantly accelerated financial inclusion, resulting in a notable increase in cashless transactions According to the World Bank Group (2022), over 40% of adults in low- and middle-income economies, excluding China, have made in-store or online payments using cards, phones, or the internet for the first time since the pandemic began Additionally, more than a third of individuals in these economies who paid their utility bills directly from official accounts experienced similar shifts towards digital payments In India alone, over 80 million adults have embraced this change since the onset of the pandemic.
100 million adults in China completed their first digital payment transactions (World Bank Group, 2022).
Digital payments in Vietnam have experienced remarkable growth, with mobile wallet users reaching approximately 24.7 million in 2021 and projected to soar to nearly 70 million Popular e-wallets such as MoMo, ZaloPay, ViettelPay, AirPay, and Payoo offer diverse functionalities, including bill payments, online shopping, mobile top-ups, and money transfers The unique features and user bases of these e-wallets are driving the increasing prevalence of cashless transactions across the country.
In a Decision Lab poll conducted in the first quarter of 2023, MoMo emerged as the most popular c-wallet among Vietnamese users As the first e-wallet in Vietnam, MoMo has also been recognized by KPMG as one of the top 10 brands for Outstanding Customer Experience in October 2023 This year's KPMG survey on Customer Experience Excellence (CEE) expanded to include Vietnam for the first time, alongside 27 other countries MoMo's successful Gamification campaign has effectively attracted and retained customers by utilizing existing content, gifts, and vouchers.
Heo đât MoMo is a gamified initiative within the MoMo e-wallet app designed to raise funds for charitable causes, aiding individuals in challenging situations Participants earn gold coins by completing tasks in the game, which are then donated to the volunteer activities of their choice.
Players spend 2-3 minutes daily on the MoMo app to complete tasks that earn gold coins, such as feeding a pig, participating in the "Heo đi học" (Pig goes to school) game, and engaging in the "Heo đi bộ" (Pig goes for a walk) program Additionally, the "Daily Transfer" action allows players to generate gold coins for donations While raising a digital pig on MoMo doesn't directly earn money, the Heo Dal MoMo feature enables users to earn money and coins through mini-games and daily events After accumulating gold coins, players can choose projects to support, helping those in need and addressing disasters across the country.
Numerous studies have explored the integration of gamification into e-wallet applications, highlighting its potential to enhance user engagement and financial activity Rodrigues et al (2016) noted that gamification encourages users to visit websites more frequently, while Wong et al (2022) demonstrated its effectiveness in promoting mobile payment adoption among Generation Y Rahi & Abd Ghani (2018) found that gamification strengthens the relationship between customers' intention to adopt Internet banking and their willingness to recommend it Additionally, Baptista & Oliveira (2017) identified a strong correlation between gamification and the intention to use mobile banking services When implemented effectively, gamification can transform banking activities into more exciting and enjoyable experiences, ultimately boosting customer acceptance, engagement, and satisfaction.
Due to inconsistencies in prior research regarding the relationships within the proposed model, this study aims to investigate and confirm these connections While Chauhan et al (2019), Wong et al (2022), and Bitrián et al (2021) assert that perceived ease of use directly influences customer attitudes, this claim is not supported by Yang et al (2017), Foroughi et al (2023), and Hamari & Koivisto (2015), leading to conflicting empirical results.
Research on the relationship between perceived enjoyment and consumer attitudes has yielded conflicting results While Koivisto (2015) found no significant link, Yang et al (2017) and Foroughi et al (2023) identified a direct effect Similarly, the connection between perceived ease of use and continuance use intention remains disputed, with Hamari & Koivisto (2015) and Rodrigues et al (2016) supporting a direct relationship, contrary to Rodrigues et al (2016) who reported no such link Additionally, multiple studies have shown inconsistencies regarding perceived usefulness and its impact on continuance use intention, highlighting ongoing debates in the literature Rodrigues et al (2016) further noted conflicts between perceived enjoyment and continuance use intention, suggesting a need for further investigation in this area.
Koivisto (2015) identified a significant relationship between perceived gamification effectiveness and customer attitudes, yet limited understanding persists in this area (Wong et al., 2022) Additionally, subjective well-being, which is crucial for driving continuous usage intentions, has been linked to attitudes and continuance intentions (Aboelmaged et al., 2022) However, previous research has faced limitations due to data being collected solely from young Malaysian consumers This thesis aims to address these research gaps by delving deeper into these interconnected elements.
This study explores how gamified elements affect e-wallet users' intentions to continue using these services in the expanding e-commerce sector Utilizing the technology acceptance model (TAM) as a theoretical framework, we analyze the mechanisms by which gamification influences user engagement in e-wallet applications Our research seeks to enhance the understanding of gamification in e-wallets and provide valuable insights for stakeholders navigating this evolving landscape.
Research questions and objectives
This paper investigates factors that impact continuance use intention Momo In particular, this thesis aims to:
(1) Examine the effects of gamification characteristics: perceived ease of use, perceived usefulness, perceived enjoyment on continuance use intention Momo.
This study examines how attitude and subjective well-being mediate the relationship between perceived ease of use, perceived usefulness, perceived enjoyment, and perceived effectiveness of gamification on users' intention to continue using a system By understanding these mediating factors, we can gain insights into enhancing user engagement and satisfaction in gamified environments.
(3) Provide implications for using gamification marketing in the e-wallet apps according to research results.
It also provides practical implications for managers to induce consumers' continuance use intention of e-wallets.
This paper aims to answer the following questions:
Gamification characteristics, including perceived ease of use, perceived usefulness, and perceived enjoyment, significantly influence users' intention to continue using Momo The perceived effectiveness of gamification also plays a crucial role in enhancing user engagement and satisfaction, ultimately driving sustained usage Understanding these factors can help optimize user experience and foster long-term commitment to the platform.
(3) What is the implication of using gamification marketing in e-wallet apps?
This thesis investigates gamified factors: perceived ease of use, perceived usefulness, perceived enjoyment, and perceived effectiveness of gamification impacting consumers' continual intention to use in the e-wallet context.
The research was conducted in Ho Chi Minh City, which is Vietnam's most dynamic city.
The research was conducted from August 2023 to January 2024
This study employs a quantitative research approach to address an identified research gap by developing and investigating a new theoretical model Data was collected online through convenience sampling on the Facebook platform The analysis of the collected data was performed using SmartPLS software version 4, applying the partial least squares structural equation modeling (PLS-SEM) technique for both measurement and structural model evaluations.
This study comprises of 5 chapters, detailed below:
Chapter 1: This chapter establishes the current context of digital payments and gamification It critically examines existing research, highlighting limitations and identifying gaps Based on this foundation, the authors introduce their research topic:
"The influence of gamified factors on continuance use intention in the e-wallet apps: A and scope.
Chapter 2: This chapter delves into relevant concepts and theories, particularly the Technology Acceptance Model (TAM) A comprehensive literature review pinpoints the research gap addressed in this study The authors then formulate hypotheses and present their proposed research model.
Chapter 3: This chapter meticulously details the research methodology employed
It outlines the questionnaire design, measurement scales, sampling technique, data collection procedures, and chosen data analysis methods.
Chapter 4: This chapter presents the findings derived from a Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis.
Chapter 5: This chapter culminates with the research conclusions, acknowledging limitations and offering valuable recommendations for future studies.
LITERATURE REVIEW
Fundamental Theories and Constructs
In the realm of finance, the Technology Acceptance Model (TAM) has been utilized to explore the impact of e-banking, e-wallets, and mobile applications (Davis, 1989; Anh et al., 2023; Bitrián et al., 2021; Lim et al., 2022) This research aims to understand how gamification within electronic wallets enhances user retention and accelerates the adoption process.
In 1989, Davis introduced the Technology Acceptance Model (TAM) to analyze computer usage patterns TAM seeks to identify the key factors influencing computer acceptance, thereby providing insights into user behavior across various end-user computing technologies and diverse user groups.
Figure 1 Theoretical research model TAM of Davis (1989)
Perceived usefulness (PU) and perceived ease of use (PEOU) are key beliefs integrated into the Technology Acceptance Model (TAM) PU refers to the user's subjective belief that a system will enhance their performance, while PEOU indicates the expected effortlessness of using the system (Davis, 1989) Additionally, a user's perception of a system can be influenced by external variables, which play a significant role in shaping these beliefs within the TAM framework.
Definition
Gamification, a term that has gained popularity in recent years, refers to the integration of game design elements into non-gaming environments This concept, while contemporary in its application to the internet, has historical roots and is utilized across various fields, including business and economics.
Gamification is the extent to “the process of making activities in non-game contexts more game-like by using game design elements" (Foroughi et al., 2023) The phrase
The term "funware," introduced by Takahashi in 2008, marked the beginning of gamification, which originated in the digital media sector (Deterding et al., 2011) Gaining popularity in the 2010s, gamification quickly became widely accepted across various industries (Yang et al., 2017) Common elements of gamified applications include incentives, points, badges, levels, and leaderboards (Aparicio et al., 2021) The primary goal of gamification is to enhance user productivity, drive, and engagement during tasks (Foroughi et al., 2023), establishing a link between real-life behaviors and rewards or punishments in a gamified setting (Foroughi et al., 2023) Consequently, gamification is expected to yield positive behavioral and motivational effects akin to those found in games.
As the popularity of games continues to rise within marketing operations, marketers are increasingly embracing gamification to capture customer interest With technology advancements, consumers are now more selective about how they invest their time and money, prompting businesses to innovate their marketing strategies Many companies have integrated gamification elements, such as earning points, badges, and rewards through games or competitive activities, to enhance branding efforts The marketing sector is known for its creativity in adopting new concepts, and by incorporating gaming dynamics and rewards into business contexts, firms aim to significantly boost consumer engagement (Milanesi et al., 2023).
Recent studies on gamification in marketing emphasize its benefits, particularly in enhancing branding and customer engagement Research indicates that gamification positively influences brand perception, awareness, and co-creation experiences, ultimately leading to increased customer loyalty and sales By integrating gaming techniques, companies can effectively leverage these dynamics to strengthen their marketing strategies and foster deeper connections with consumers.
In today's digital age, electronic wallets, or e-wallets, have revolutionized financial transactions by providing a convenient digital payment platform for users to store funds, perform cashless transactions, and manage their finances via smartphones or connected devices With the rapid growth of e-commerce, e-wallets have become the preferred method for online transactions due to their comfort, flexibility, and enhanced security.
Perceived ease of use is defined as the extent to which an individual believes that utilizing a specific system requires minimal effort (Davis, 1989) This concept is crucial in technology acceptance research, significantly impacting the adoption of new technologies Generally, individuals are more likely to embrace new technologies when they view them as user-friendly and easy to understand (Pikkarainen et al., 2004).
According to Davis, Bagozzi, and Warshaw (1989), perceived usefulness is the primary predictor of an individual's intention to use information technology or systems It is defined as "the degree to which a person believes that using a particular system would enhance his or her job performance" (Davis et al., 1989, p 985) This critical variable in the Technology Acceptance Model (TAM) significantly influences system utilization, reflecting the belief that a specific information system can improve work performance (Davis, 1989) In contrast, intentions are explored by Van der Heijden (2004).
Gamification's effectiveness is rooted in the belief that the fun associated with games enhances the value and engagement of services utilizing similar mechanics (Hamari, 2013) Users' perceived effectiveness of gamification indicates how gaming elements enhance their involvement with technology (Hamari & Koivisto, 2015) This perception is shaped by users' evaluative beliefs and their emotional experiences with these elements (Wong et al., 2022) Understanding user perceptions of gamified features is essential for identifying factors that contribute to successful gamification and technology adoption By engaging with gamified elements, users develop their own views, and analyzing these perceptions reveals the connection between gaming experiences and the intention to adopt technology, providing insights into the success of gamification.
User enjoyment plays a crucial role in engaging individuals with gamified experiences and new technologies (Rodrigues et al., 2016) It encompasses the pleasure derived from using technology beyond its functional performance (Venkatesh, 2000) For instance, in banking, gamified applications can transform buying and selling transactions into enjoyable experiences (Rodrigues et al., 2016) Users are more inclined to utilize these gamified platforms, which evoke emotional responses, compared to traditional business software (Rodrigues et al., 2016) Enjoyment is recognized as a key predictor of behavioral intention in the Technology Acceptance Model (TAM) (Davis et al., 1992) Additionally, research in e-commerce indicates that the enjoyment of online shopping significantly influences user behavior (Koufaris, 2002; Wakefield et al., 2011).
Gamification can significantly influence individual behavior and attitudes According to Anderson & Dill (2000), games play a crucial role in shaping players' actions and thoughts Furthermore, research by Yang et al (2017) indicates that the application of gamification across various contexts yields positive effects on behavior and attitudes in real-world scenarios.
Attitude toward behavior, as defined by Ajzen (1991), reflects an individual's positive or negative evaluation of a specific action According to the Theory of Reasoned Action (TRA), both this attitude and subjective norms—perceptions of social pressures—are crucial in shaping behavioral intentions (Ajzen & Fishbein, 1975) When individuals view a behavior positively, they are more likely to engage in it Additionally, their beliefs about the consequences of the behavior (behavioral beliefs) and their evaluations of these outcomes (outcome evaluations) play significant roles in forming their attitudes (Nguyen-Viet & Ngoc Huynh, 2021).
Subjective well-being (SWB), as defined by Diener (1984), refers to the experience of happiness characterized by high satisfaction and positive affect resulting from the fulfillment of goals or needs Individuals with elevated SWB scores possess a positive temperament, optimistic outlook, and adequate resources to pursue their objectives (Diener et al., 1999) Recent studies highlight SWB as a crucial factor influencing the ongoing engagement with technology Yoon (2014) noted that when individuals have access to enjoyable technology, their SWB increases, ultimately enhancing their quality of life.
Behavioral intention, as defined by Davis (1989), is shaped by users' attitudes toward technology In the realms of online shopping and internet banking, researchers have refined the Technology Acceptance Model (TAM) to analyze user attitudes more effectively (Moon & Kim, 2001) It is anticipated that the adoption of web-based information systems will be significantly affected by various factors, including self-efficacy and perceived ease of use.
This study examines how the perceived value of gamification influences e-wallet customers' intentions to continue using and increase their engagement with e-wallet services.
Overview and summary of prior research
Numerous studies have explored the role of gamification in areas like e-wallets, e-banking, and mobile banking, as shown in Table 1 This article aims to synthesize these findings to provide a comprehensive understanding of how gamification impacts ongoing usage intentions and to address the research gap identified in previous studies.
Lim et al (2022) investigated the influence of user immersion and cognitive engagement on perceptions and behaviors related to e-wallet applications, particularly focusing on the money-gift feature Their findings indicate that users who are highly engaged with this feature experience enhanced subjective well-being and are more likely to continue using the app However, the study was limited to young Malaysian consumers and primarily examined positive perceptions such as perceived usefulness and ease of use Future research should consider a broader age range of e-wallet users and explore the potential benefits of integrating gamification elements to enhance user engagement with e-wallet applications.
Wong et al (2022) examined the impact of gamification on technology adoption among the older population, highlighting that the senior generation's perception of enjoyment significantly influences the effectiveness of gamification This enjoyment affects perceived enjoyment (PE) and perceived ease of use (PEOU), encouraging a positive attitude towards mobile payment technologies among the elderly However, the study's limitation lies in its focus on gamification's role in exploring and engaging with functions, as well as its exclusive examination of individuals aged 50 to 80 Future research should investigate the factors that influence technology adoption behaviors in younger demographics.
Yang et al (2017) significantly advanced marketing literature by integrating gamification strategies into the Technology Acceptance Model (TAM), revealing that engagement with gamified brands fosters positive attitudes The study identified enjoyment as a crucial predictor of engagement intentions, thereby enriching TAM literature However, the research faced limitations due to the absence of specific contextual factors, and a phenomenological approach could have provided deeper insights despite its challenges with small sample sizes affecting generalizability The authors supported their methodology by utilizing validated scales for key constructs Future research should investigate game design elements that enhance enjoyment and usefulness in gamification, offering valuable managerial insights for companies seeking to utilize gamification in their marketing strategies.
Bitrián et al (2021) combined self-determination theory and the technology acceptance model to explore how gamification affects user motivation and the adoption of personal financial management (PFM) applications The study found that gamification enhances users' feelings of competence and autonomy, increasing their intrinsic motivation, which in turn improves their perceptions of the apps' ease of use and usefulness This leads to more positive attitudes toward PFM applications, highlighting the potential of gamification for fintech companies and banks to boost user engagement However, the research focused on a single PFM app, suggesting the need for further studies across various applications and the value of longitudinal research to assess how gamification's impact may change over time Additionally, the study explored the non-linear relationship between perceived ease of use and enjoyment, revealing that perceived socialness from game elements significantly affects users' enjoyment and perceived usefulness, while also acknowledging that the effectiveness of such systems depends on various contextual factors, indicating a need for broader future analyses.
Rodrigues et al (2016b) explored gamified e-banking by analyzing seven dimensions: gamification, socialness, ease-of-use, usefulness, enjoyment, intention to use, and business impact Their research revealed a strong link between gamification and socialness, showing that increased social perception enhances customers' intention to use e-banking applications, positively affecting business outcomes The findings suggest that gamification effectively encourages customer engagement and financial activity on banking websites However, the study highlighted that perceived enjoyment and usefulness had little impact on customers' intentions to use the application Future research should investigate user perspectives and the hedonic motivations driving the use of these business applications.
Hamari & Koivisto (2015) found that people's engagement with gamified exercise is influenced by their perception of its usefulness and enjoyment, with social factors like peer encouragement playing a significant role in shaping their overall attitude However, the study's focus on exercise suggests that these findings may not apply universally to other gamified experiences, such as task manager apps, which emphasize personal productivity and goal achievement Consequently, future research should examine how gamification elements affect user intentions across various contexts and application types, including comparative studies and targeted research designs Additionally, investigating the determinants of perceived usefulness in gamified apps is essential for understanding user behavior and enhancing the relationship between perceived usefulness and the intention to continue using these applications.
Aparicio et al (2021) explore the relationship between public value, gamification elements, and repurchase intentions in e-commerce, revealing that trust in platforms enhances customer usage and repeat purchases The study highlights the importance of platform ease of use and reputation in building trust, while also noting that gamification can boost engagement However, the research has limitations, as it relies on data from a single country and primarily younger demographics, which may restrict its generalizability Future studies should aim to incorporate diverse demographics and geographic locations to enhance understanding of repurchase dynamics Similarly, Nguyen-Viet & Ngoc Huynh (2021) emphasize the need for broader industry focus and demographic analysis to improve the applicability of findings regarding Internet banking adoption in Ho Chi Minh City Their recommendations include exploring various industries and considering demographic factors over innovative predispositions for better consumer segmentation, which could strengthen the overall insights.
2022 E-wallet The technology acceptance model (TAM) 'Hie unified theory of acceptance and use of technology (UTAƯT)
Perceived security, gender, age usage experience
All relationships proposed in research model are supported the
The technology acceptance model (TAM)
All relationships proposed in research model are supported the
2017 Gamification The technology acceptance model (TAM)
(PEOU), Perceived usefulness (PƯ), Perceived social influence (PSI)
Intention of engage men t (IOE)
< 0.000 (Supported) H2: PU -> ATT: p = 0.102 and P- value < 0.000 (Supported)
H3: PEOU->IOE: p = - 0.059 and P- value = 0.382 (Not supported)
H4: PEOU^ATT: p = - 0.051 and P- value = 0.195 (Not supported)
H5: PSI — IOE: p = - 0.03 and P- value = 0.633 (Not supported)
116: PSI -> ATT: p = 0.159 and P- value < 0.005 (Supported)
< 0.000 (Supported) H8: PE -> ATT: p = 0.100 and P- value < 0.000 (Supported)
119: IOE -> ATT: p = 0.624 and P- value < 0.000 (Supported)
4 Bi tri án et al.
2021 Gamification The self determination theory (SDT) The technology acceptance model (TAM)
Perceived ease of use (PEOU), Perceived usefulness (PG), Attitude (ATT)
All relationships proposed in the research model are supported
The technology acceptance model (TAM) The theory of reasoned action (TRA).
Perceived usefulness (PU), Perceived ease of use (PEOU), Perceived enjoyment (PE),
Hl: soc -ằ PEOƯ: p = - 0.123 and P-value = 0.398 (Not supported)
H2: soc — PE: p = 0.589 and P- value = 0.045 (Supported)
H3: soc — PU: p = 0.550 and P- value = 0.005 (Supported)
H4: soc -> INT: p = - 0.150 and P- value = 0.593 (Not supported)
H5: PEOU -> PU: p = 0.242 and P- value = 0.040 (Supported)
H6: PEOƯ -► PE: p = 0.546 and P- valuc = 0.002 (Supported)
H7: PEOL' -> 1NT: p = - 0.364 and P- valuc = 0.034 (Not supported)
= 0.170 (Not supported) 119: PC -> INT: p = 0.714 and P-value
1110: PE — INT: p = 0.209 and P- value = 0.026 (Supported)
Hl 1: PE — PEOU: p = 0.293 and P- value< 0.001 (Supported)
The technology acceptance model (TAM)
Socialness (SOC), Perceived case-of-usc (PEOƯ), Perceived usefulness CPU),
Hl: GAM— SOC: p = 0.80 and P- value < 0.01 (Supported)
= 0.580 (Not supported) H3: soc — PEOU: p = 0.53 and P- va!ue INT: p = - 0.12 and P- value = 0.477 (Not supported)
HI2: PE -♦ INT: p = - 0.01 and P- value = 0.920 (Not supported)
HI 3: INT -► BUS: p = 0.72 and P- value ATT: p = 0.286 and p- value = 0.002 (Supported)
Hl 1: SAT -> CUI: p = 0.095 and p- value = 0.123 (Not supported)
H12: ATT -> CUI: p = 0.122 and p- valuc = 0.046 (Supported)
H13: SI -+ A IT: p = 0.148 and p- value = 0.010 (Supported)
1114: SI -> CUI: p = 0.047 and p- value = 0.302 (Not supported)
1115: HAB — CUI: 0 = 0.418 and p- value = 0.000 (Supported)
Theory of Reasoned Action (TRA) The technology adoption theory
Perceived ease of use, Gamification
Trust in Vendor (TV), Intention to Use (INT), Buy
All relationships proposed in the research model are supported
The technology acceptance model (TAM)
Webpage Characteris tics (CHA), Design (WD)
(EOU), Intention to use (INT)
Hl: GAM — EOU: p=0.15 and p- value < 0.05 (Not supported)
H2: GAM - WD: p =0,22 and p- value 0.05 (Not supported)
119: WD -► EOU: p =0.08 and p- value > 0.05 (Not supported)
1110: WD -> INT: p -0.05 and p- value > 0.05 (Not supported)
HI 1: CHA — WD: p =0.522 and p- value 0.05 (Not supported)
Hl 3: CHA -> INF: p =0.24 and p- value > 0.05 (Not supported)
HI4: CHA -* INT: p -0.14 and p- value > 0.05 (Not supported)
Theory of Reasoned Action (TRA) The technology acceptance model (TAM)
Attitude, Perceived Ease of Use,
All relationships proposed in the research model are supported
The technology acceptance model (TAM)
Perceived Usefulness (PU), Domain - Specific innovativeness (DSI),
Ease of Use (PEOU), Perceived Security Risk (PR)
< 0.001 (Supported) H2: PU — INT: p = 0.37 and p-value
< 0.001 (Supported) H3: PEOU -* ATT: p = 0.18 and p- value < 0.001 (Supported)
H4: ATT — INT: p = 0.30 and p- value < 0.001 (Supported)
< 0.001 (Supported) H6: II -> INT: p = 0.22 and p-value ATT(+) Wong, Donna, et al.(2022)
H4 PE->ATT(+) Hamari et al
H5 PEOU^CTU(+) Rodrigues et al
H6 PU^CTU(+) Rodrigues et al
H7 PE->CTU(+) Rodrigues et al
H8 ATT->SWB(+) Lim, Xin-Jean, et al (2022)
H9 SWB—>CTU(+) Lim, Xin-Jean, et al (2022)
Hll PEOU^PU(+) Aparicio et al
H12 ATT^SWB^CTU Lim, Xin-Jean, et al (2022)
This study significantly advances the understanding of digital platform user behavior, particularly regarding e-wallets, by extending the Technology Acceptance Model (TAM) with a new conceptualization and measurement of PEG It highlights the importance of gamification from the users' perspective, revealing its role in enhancing user engagement and continuance intention in digital financial services The findings provide empirical evidence for the attitude-intention gap, showing that a positive attitude towards gamification can improve users' subjective well-being (SWB) and their intention to continue using the app Users with favorable attitudes are more likely to maintain usage, especially when the app enhances their quality of life, suggesting that technological devices should exceed basic functionalities to encourage sustained use By integrating gamification, the study enriches TAM and offers deeper insights into the motivational factors influencing user interaction with e-wallets Additionally, the interdisciplinary approach combines concepts from marketing, psychology, and information systems, offering a comprehensive understanding of e-wallet usage and the complex factors shaping user behavior in the digital financial landscape.
Managerial implications
5.2.1 The particular system and enjoyable elements can boost the demand to use continually among users.
The research indicates that the enjoyment derived from the gamified features of an e-wallet app significantly shapes user attitudes, which in turn affects their continued usage through enhanced subjective well-being Young users, in particular, exhibit more favorable attitudes when game mechanics are enjoyable Furthermore, customers who feel that gamification has positively impacted their lives are more likely to demonstrate higher intentions to repurchase.
To enhance user enjoyment through gamification strategies, businesses should integrate local elements that resonate with their target audience Managers can design engaging challenges and rewards while leveraging seasonal events for limited-time activities Personalizing rewards based on individual preferences and spending habits, along with providing clear progress visualization, helps maintain user motivation Furthermore, incorporating a compelling narrative into the gamification process can strengthen the connection with users and reinforce brand values By adopting these strategies, businesses can create a truly engaging e-wallet experience for their customers.
5.2.2 Improving the ease of use and functions in e-wallet
To enhance user experience, businesses must ensure their app is compatible with a variety of devices, particularly affordable smartphones common in Vietnam, and focus on a smooth onboarding process with clear instructions and tutorials A simple, intuitive, and accessible user interface is essential, incorporating familiar gamification elements such as points, badges, and leaderboards while keeping the rules straightforward to cater to users of all technical abilities Additionally, offering tutorials, challenges, and quests can effectively guide users through the app's features, making the e-wallet experience more user-friendly.
To enhance user engagement, businesses must ensure that gamification features deliver genuine value Implementing a reward system can incentivize users by offering points for actions such as bill payments, money transfers, and participation in promotions These points can be redeemed for appealing rewards like discount vouchers, electronics, movie tickets, and flight tickets Additionally, businesses should consider organizing discount and cashback programs for payment, shopping, and entertainment services E-wallet providers can further enhance user experience by upgrading accounts based on point accumulation, fostering deeper engagement through meaningful interactions and inquiries.
5.2.3 Increasing user’s understanding of e-wallet apps increases the level of continued app use.
Our findings confirm that the perceived effectiveness of gamification positively influences users' attitudes, making them more likely to continually use e-wallets when they believe gamification can enhance their lives By leveraging gamification, managers can effectively educate users about e-wallet app features and benefits through engaging narratives and characters Furthermore, personalizing game elements and rewards based on individual user preferences and behaviors can significantly boost perceived relevance and brand engagement.
Statistics show that money transfers dominate usage purposes, surpassing activities like mobile credit recharges or service payments To enhance customer engagement, businesses should align game mechanics and rewards with app functionalities, incentivizing users to explore features such as depositing money or purchasing services Implementing rewards for these actions can encourage users to try new features and subscribe to services Additionally, fostering community involvement through gamification can enhance understanding of app functionalities, while leaderboards and collaborative challenges boost user interaction, brand loyalty, and social sharing.
5.2.4 Increasing the convenience of users when they interact with e-wallet apps increases customers’s continued usage.
This study highlights the significance of subjective well-being (SWB) in enhancing the continued use of e-wallet services To optimize user experience, e-wallet providers should ensure seamless integration with various merchants, allowing users to easily pay for essentials like groceries and utilities Incorporating features such as voice commands and biometrics can facilitate quick transactions, while offering multiple payment options—like debit/credit cards, bank transfers, and QR codes—caters to diverse user preferences Additionally, enabling offline functionality for basic tasks, such as bill payments and top-ups, is essential for users without consistent internet access Finally, integrating educational resources within the app can foster financial literacy by guiding users on personal finance, budgeting, and responsible spending habits.
5.2.5 Personalizing experience enhance users’s attitudes
To effectively manage e-wallets, it is essential to monitor key metrics such as engagement rates, which include the number of active users, their interaction frequency, and the depth of their engagement Analyzing user feedback, obtained through reviews, ratings, and direct comments, offers valuable insights into user perceptions of e-wallets Additionally, measuring user satisfaction through structured tools like questionnaires and surveys provides a comprehensive understanding of user sentiments, aiding in the personalization of their experience.
By analyzing user behaviors and preferences, e-wallets can be customized to better meet individual needs For instance, in gaming, adjusting the difficulty level to align with a user's skill enhances engagement and enjoyment Furthermore, incorporating gamification elements in e-wallet apps allows users to personalize their interface and interactions, fostering a sense of ownership and significantly increasing user satisfaction and engagement.
5.2.6 Enhancing Users’s happiness through gamification strategies
Research indicates that subjective well-being plays a vital role in the relationship between user attitude and continued usage of products To enhance user satisfaction, managers should focus on strengthening their corporate brand and developing engaging content like humorous videos, infographics, and mini-games The objective is to foster a welcoming and enjoyable environment that makes users feel comfortable while using the product Additionally, e-wallet apps can benefit from integrating gamification with marketing strategies, such as incorporating e-wallets into promotional campaigns that offer attractive deals This approach not only boosts brand awareness but also improves user interaction and retention.
To effectively promote our gamification activities, it's essential to leverage various communication channels, including social media and email marketing, to reach a wider audience and convey our message effectively Additionally, ensuring safety and security during the gamification process is crucial, especially when users share their financial information By establishing a robust information security system, providers can protect users' data, fostering a sense of security that enhances trust and loyalty, encouraging continued use of e-wallets.
Limitations and direction for future research 67 REFERENCE
While this study offers valuable insights, it also has limitations that could be addressed in future research.
The study focuses exclusively on Ho Chi Minh City, which may limit the applicability of its findings to other regions in Vietnam To gain a more comprehensive insight into national consumer behavior, future research should consider replicating this study in other significant cities such as Hanoi, Da Nang, and Can Tho.
This study primarily targets individuals aged 18-30, overlooking other age groups that may exhibit notable differences in attitudes and intentions Future research should investigate older demographics and compare intentions across various age groups to enhance our understanding of consumer motivations.
The study's emphasis on the general Momo e-wallet app restricts its generalizability Future research should explore specific industry contexts to produce more nuanced and transferable findings among mHealth users, utilizing a readiness-value model.
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Figure 1 Theoretical research model TAM of Davis (1989)
2022 E-wallet The technology acceptance model (TAM) The unified theory of acceptance and use of technology (UTAUT)
Perceived security, gender, age usage experience
All relationships proposed in the research model are supported
The technology acceptance model (TAM)
All relationships proposed in the research model are supported of use
2017 Gamification The technology acceptance model (TAM)
Perceived social influence (PSI), Perceived enjoyment
< 0.000 (Supported) H2: PƯ -> ATT: p = 0.102 and P- value < 0.000 (Supported)
113: PEOƯ—ỈOE: p - - 0.059 and P- value = 0.382 (Not supported)
114: PEOU->ATT: p = - 0.051 and P- value = 0.195 (Not supported)
115: PSI — IOE: p = - 0.03 and P- value = 0.633 (Not supported)
116: PSI — ATT: p = 0.159 and P- value < 0.005 (Supported)
< 0.000 (Supported) H8: PE — ATT: p = 0.100 and p- value < 0.000 (Supported)
H9: IOE — ATT: p = 0.624 and p- value < 0.000 (Supported)
• determination theory (SDT) The technology acceptance model (TAM)
Perceived ease of use (PEOƯ), Perceived usefulness (PU).
All relationships proposed research model are supported in the
The technology acceptance model (TAM) The theory of reasoned action (TRA).
Perceived ease of use (PEOU), Perceived enjoyment (PE),
Hl: soc — > PEOU: p = - 0.123 and P-value = 0.398 (Not supported)
H2: soc -> PE: p = 0.589 and P- value = 0.045 (Supported)
H3: soc — > PU: p = 0.550 and P- value = 0.005 (Supported)
1 14: soc -> INT: p = - 0.150 and P- value = 0.593 (Not supported)
H5: PEOU — > PU: p = 0.242 and P- value = 0.040 (Supported)
117: PEOƯ - INT: p = - 0.364 and P- value = 0.034 (Not supported)
= 0.170 (Not supported) H9: PU-UNT: p = 0.714 and P-value
= 0.048 (Supported) H10: PE -♦ INT: p = 0.209 and P- value = 0.026 (Supported)
Hl 1: PE -> PEOU: p = 0.293 and P- value < 0.001 (Supported) es et al in E-banking technology acceptance model (TAM)
Perceived ease-of-use (PEOU), Perceived usefulness (PU).
Intention to use (INT) impact (BUS) value < 0.0 1 (Supported) H2: GAM —PE: p = 0.11 and P-value
= 0.580 (Not supported) H3: SOC-PEOU: p = 0.53 and p- value < 0.01 (Supported)
= 0.179 (Not supported) H5: soc — PU: p = 0.44 and P-value
BUS: p = 0.72 and P- value < 0.01 (Supported)
Reasoned action, self determination theory, and the theories surrounding human motivations
Usefulness (USE), Ease of use (EOU).
III.I: USE — > ATT: p = 0.513 and p- value < 0.01 (Supported)
H2.2: EOU - CUI: p = 0.126 and p- value < 0.1 (Supported)
Supported) H3.2: ENJ -> CUI: p = 0.327 and p- valuecO.OI (Supported)
H5.1: REC -> ATT: p = 0.226 and p- value < 0.01 (Supported)
H6 LSI-* ATT: p = 0.190 and p- value < 0.01 (Supported)
Perceived usefulness (PƯ), Satisfactio n (SAT), Attitude (ATT)
111: CON — PU: p = 0.372 and p- value = 0.000 (Supported)
112: CON — SAT: p = 0.264 and p- value = 0.000 (Supported)
H3: PƯ — SAT: p = 0.341 and p- value = ().()()() (Supported)
H4: PU — ATT: p = 0.311 and p- value = 0.000 (Supported)
116: PEOƯ -> PU: p = 0.385 and p- value = 0.000 (Supported)
117: PEU -> ATT: p = 0.028 and p- value = 0.335 (Not supported)
H8: PE -> SAT: p = 0.420 and p- value = 0.000 (Supported)
H9: PE -> ATT: p = 0.190 and p- value = 0.006 (Supported)
H 10: SAT -> ATT: p = 0.286 and p- value = 0.002 (Supported) nil: SAT -> CUI: p = 0.095 and p- value = 0.123 (Not supported)
H12: ATT -> CUI: p = 0.122 and p- value = 0.046 (Supported)
H13: SI ^ ATT: p = 0.148 and p- value = 0.010 (Supported) value = 0.302 (Not supported)
HI 5: HAB — CUI: p = 0.418 and p- value = 0.000 (Supported)
Theory of Reasoned Action (TRA) The technology adoption theory
All relationships proposed in the research model are supported es et al in E-banking technology acceptance model (TAM)
Intention to use (INT) value < 0.05 (Not supported) H2: GAM -> WD: p =0.22 and p- value CHA: p =0.1 and p- value < 0.05 (Supported)
H4: GAM -> INF: p =0.25 and p- value < 0.01 (Supported)
H5: GAM -> INT: p =0.53 and p- value < 0.01 (Supported)
0.05 (Not supported)
118: INF -> INT: p =-0,00 and p- value > 0.05 (Not supported)
II 10: WD -> INT: p =-0.05 and p- value > 0.05 (Not supported) nil: CHA -> WD: p =0.522 and p- value < 0.01 (Supported)
II 12: CHA -* EOU: p =0.06 and p- value > 0.05 (Not supported)
H13: CHA -> INF: p =0.24 and p- value > 0.05 (Not supported)
HI4: CHA -+ INT: p =0.14 and p- value > 0.05 (Not supported)
Theory of Reasoned Action (TRA) The technology acceptance
Attitude, Perceived Ease of Use.
All relationships proposed in the research model are supported
The technology acceptance model (TAM)
INT: p = 0.37 and p-value
< 0.001 (Supported) 113: PEOU -* ATT: p = 0.18 and p- value< 0.001 (Supported)
1 14: ATT -> INT: p = 0.30 and p- value< 0.001 (Supported)
INT: p = 0.22 and p-value