Factors affecting the acceptance of gamification application in e-banking
Gamification is a popular trend that is applied in many fields such as marketing, advertising, education, administration, and communication. In the field of electronic banking (e-banking), gamification uses the available content of businesses, exploits in many different aspects and aims at...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2023-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol7/ijdns_2023_33.pdf |
| _version_ | 1797862277581373440 |
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| author | Tuan-Le Anh Vu-Phan Gia Anh Nhu-Mai Thi Quynh Nhan-Nguyen Le Tram-Nguyen Thi Huyen Hieu-Nguyen Trung |
| author_facet | Tuan-Le Anh Vu-Phan Gia Anh Nhu-Mai Thi Quynh Nhan-Nguyen Le Tram-Nguyen Thi Huyen Hieu-Nguyen Trung |
| author_sort | Tuan-Le Anh |
| collection | DOAJ |
| description | Gamification is a popular trend that is applied in many fields such as marketing, advertising, education, administration, and communication. In the field of electronic banking (e-banking), gamification uses the available content of businesses, exploits in many different aspects and aims at the ultimate goal of increasing sales, achieving effective marketing. The objective of this paper is to study the factors affecting the adoption of gamification in the field of e-banking. Based on the Technology Acceptance Model (TAM), through a survey of 193 managers, bankers and customers, gamification application has had a positive impact on the acceptance of this new trend in e-banking. The research results show that: ease of use, usefulness, enjoyment, and convenience have an effect on acceptance of gamification. It also shows that clients can manage their investments and buy more mutual funds, thus increasing their chances of winning the game. |
| first_indexed | 2024-04-09T22:16:38Z |
| format | Article |
| id | doaj.art-d973f2a7b3394664bb8c0890691c06df |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-09T22:16:38Z |
| publishDate | 2023-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-d973f2a7b3394664bb8c0890691c06df2023-03-23T03:34:23ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562023-01-017260160810.5267/j.ijdns.2023.3.011Factors affecting the acceptance of gamification application in e-bankingTuan-Le AnhVu-Phan Gia AnhNhu-Mai Thi QuynhNhan-Nguyen LeTram-Nguyen Thi Huyen Hieu-Nguyen Trung Gamification is a popular trend that is applied in many fields such as marketing, advertising, education, administration, and communication. In the field of electronic banking (e-banking), gamification uses the available content of businesses, exploits in many different aspects and aims at the ultimate goal of increasing sales, achieving effective marketing. The objective of this paper is to study the factors affecting the adoption of gamification in the field of e-banking. Based on the Technology Acceptance Model (TAM), through a survey of 193 managers, bankers and customers, gamification application has had a positive impact on the acceptance of this new trend in e-banking. The research results show that: ease of use, usefulness, enjoyment, and convenience have an effect on acceptance of gamification. It also shows that clients can manage their investments and buy more mutual funds, thus increasing their chances of winning the game.http://www.growingscience.com/ijds/Vol7/ijdns_2023_33.pdf |
| spellingShingle | Tuan-Le Anh Vu-Phan Gia Anh Nhu-Mai Thi Quynh Nhan-Nguyen Le Tram-Nguyen Thi Huyen Hieu-Nguyen Trung Factors affecting the acceptance of gamification application in e-banking International Journal of Data and Network Science |
| title | Factors affecting the acceptance of gamification application in e-banking |
| title_full | Factors affecting the acceptance of gamification application in e-banking |
| title_fullStr | Factors affecting the acceptance of gamification application in e-banking |
| title_full_unstemmed | Factors affecting the acceptance of gamification application in e-banking |
| title_short | Factors affecting the acceptance of gamification application in e-banking |
| title_sort | factors affecting the acceptance of gamification application in e banking |
| url | http://www.growingscience.com/ijds/Vol7/ijdns_2023_33.pdf |
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