Abstract
The present study develops an integrated model combined with unified theory of acceptance and use of technology and general self-confidence in internet banking adoption context. The current study goes a step further by examining moderating role of gamification between user's intention to adopt and user's intention to recommend internet banking. Data was collected from 398 customers of commercial banks. The theoretical model was tested using structural equation modelling (SEM). Findings indicate that integrated UTAUT model has significant influence (R2 - 75.3%) on user's intention to adopt internet banking. For practitioners, it is recommended that they should focus on both technology and game mechanic factors to boost the confidence of internet banking users. This paper makes a unique contribution to information system (IS) and services marketing literature with reference to Pakistan.
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