Gamification on Mobile Payment Application: Uses and Gratification Perspective

Abstract

Indonesia has the largest potential mobile payment (m-payment) market in Southeast Asia. The government has realised this through Government’s National Non-Cash Movement to increase its adoption. This is then followed up by advocating its adoption massively. However, for this movement to be a success, ensuring its continued use is critical. Various studies have attempted to contribute to this issue. Incorporating game elements into the application that brings benefits and satisfaction to its user is envisaged as one of the most feasible ways. This study, therefore, sets out to investigate the effects of gamification on the m-payment application, which drive the intention to continued use by employing the Uses dan Gratification Theory (UGT). A total of 826 m-payment users were gathered to be analysed using Structural Equation Modelling. The results show that utilitarian, hedonic and social gratifications have significant effects on the continuance usage intention of m-payment. Theoretically, this study contributes to the literature by showing that gamification applied in the payment significantly affects the m-payment continuance usage intention. Practically, this research informs the m-payment providers to maintain the gamification elements in their applications to ensure their sustainable use. Limitations and future research directions are also discussed.