Understanding the Efficiency of Gamification on the Engagement Intention of the Customers with Mobile Payment Systems

Abstract

AbstractWith the investigation of the impact of gamification on customer engagement in online communities by several kinds of research, the current work aims to pinpoint the effect of gamification on the engagement intention of the customers with mobile payment systems in various electronic banking domains. Achieving the study’s aims necessitates adopting a convenient sampling method, and also an online survey is used to obtain data from 226 Palestinian customers using mobile banking services. To test the model and hypotheses of the research, the calculation related to partial least squares (PLS) structural equation modeling is performed. This study shows that customers’ engagement intention with mobile payment systems is positively impacted by effort expectancy, facilitating conditions, performance expectancy, and trust. The study also shows that customers’ engagement intention with mobile payment systems is not affected by social influence. It is noteworthy that policymakers, related officials, and bank marketers can benefit from the results of the study in improving digital approaches and plans to increase customers’ engagement intention with gamified mobile payment systems.KeywordsGamificationCustomers engagementMobile payment systemsElectronic bankingTrustPalestine