Antecedents and Consequences of Customer Intention to Adopt Internet Banking Through Gamification

Abstract

<p><strong><em>Purpose </em></strong>– <em>The purpose of this research is to analyze the influence of gamification in the use of internet banking on the intention of customers to adopt and recommend internet banking towards Compatibility, Innovativeness, Web Design, Web Characteristic, Performance Expectancy, Effort Expectancy . This research will help the Bank to measure the effect of gamification towards their customer to use Internet Banking. So they can innovate their Internet Banking system to be more fun and entertaining, so the customer will feel more enjoy to use and they will recommend to other people. <strong>Design/methodology/approach </strong>– 192 responses were collected from customers of internet banking user by using an online questionnaire. Using the convenience sampling approach. The collected data was analyzed using SEM with the help of PLS. <strong>Findings </strong>– The results indicate that intention to adopt internet banking is positively affected by Innovativeness, Web Design Performance Expectancy and Effort Expectancy . While compatibility and web characteristic doesn’t have a positive effect. The moderating effect of gamification suggested that the relationship between customer intention to adopt and customer intention to recommend will make the gamification effect become weak. <strong>Practical Implications </strong>– The research suggests that web designer and bank management should focus on the website design of the internet banking. Enjoyable internet banking website with reward and point system will help to improve user’s intention to adopt and intention to recommend internet banking with others. So the bank should make an innovative reward system for every transaction in internet banking. <strong>Originality/value </strong>– This research provide the technology acceptance construct and adding the game elements in technology perspective of internet banking as a moderating effect, to analyze the element effect towards intention to use and intention to recommend.</em></p>

Gamification in banking: a review, synthesis and setting research agenda

“…Dale (2014) made the distribution of gamified applications into eight parts as points, achievements, levels, missions, contests, leaderboards, notifications and anti-gaming mechanics and divided motivation into intrinsic (fun, power, acknowledgement, mastery, achievement and recognition) and extrinsic (prices, points, money and process bars). Hamari (2017) considered badges as a proactive tool emphasising their ability to abide by clear goals and feedback, whereas Angelina et al (2019) suggest that rewards shall follow every transaction conducted online using internet banking.…”

“…With the help of interviews, Yang (2020) identified three problem areas in personal saving as missing goals, inapt social information and lack of knowledge that can be corrected by a gamified reward point system, competitive financial literacy and social savings. However, customers favour gamification in banking to the extent of rewards and points grabbed out of internet banking as appose to a dedicated gamification site of banks (Angelina, 2019). Gamification used on intranet within banks to train the employee of banks also revealed positive results based on knowledge acquisition (Morschheuser, 2015).…”

“…Researchers have modified UTAUT to explain the adoption in several contexts. This model served as a comprehensive model in the study by Angelina et al (2019) to determine compatibility, innovativeness, web design, Web characteristics, PE and EE towards intention to adopt internet banking using gamification as a moderating variable. Rahi and Ghani (2019b) extended the UTAUT model to include general self-confidence and gamification to arrive at the intention to recommend in e-banking.…”

“…Characteristics are classified into antecedents and consequences across the fields of knowledge (Sharma et al , 2020). Intention to adopt and intention to recommend are the most widely replicated variables in studies to arrive at the outcome of a gamified system in the banking industry (Rahi and Ghani, 2019b; Rodrigues et al , 2017; Rodrigues et al , 2016b; Rahi and Ghani, 2019a; Bayuk and Altobello, 2019; Angelina et al , 2019). PE and EE are other significant constructs observed in the literature of gamification in the banking industry (Angelina et al , 2019; Baptista and Oliveira, 2017; Rahi and Ghani, 2018; Rahi and Ghani, 2019b; Rahi and Ghani, 2019a).…”

“…Intention to adopt and intention to recommend are the most widely replicated variables in studies to arrive at the outcome of a gamified system in the banking industry (Rahi and Ghani, 2019b; Rodrigues et al , 2017; Rodrigues et al , 2016b; Rahi and Ghani, 2019a; Bayuk and Altobello, 2019; Angelina et al , 2019). PE and EE are other significant constructs observed in the literature of gamification in the banking industry (Angelina et al , 2019; Baptista and Oliveira, 2017; Rahi and Ghani, 2018; Rahi and Ghani, 2019b; Rahi and Ghani, 2019a). Webpage design and website characteristics are observed as an essential variable adopted across research (Rodrigues et al , 2017; Rahi and Ghani, 2019a, Angelina et al , 2019).…”