Why so serious? Gamification impact in the acceptance of mobile banking services

Abstract

Purpose The purpose of this paper is to identify the potential impact of the utilization of game mechanics and game design techniques in the acceptance of mobile banking services. Design/methodology/approach The theoretical model was tested in a quantitative study using structural equation modelling, conducted in Brazil, with actual local banking customers. Findings The findings show that there is a direct and strong relationship between gamification and intention to use mobile banking services, supporting that, when used and designed properly, gamification can help make banking activities more exciting, more interesting and more enjoyable, and in turn increase customer acceptance, engagement and satisfaction. Research limitations/implications The research extends the unified theory of acceptance and use of technology (UTAUT2), and prior research to include gamification impact. The result is a more descriptive model that better explains consumers’ decision to use mobile banking services. Practical implications For practitioners, understanding the key constructs is crucial to design, refine and implement mobile banking services that achieve high consumer acceptance and value, and with the right amount of game techniques in them. Originality/value The globalization of business and systems is fuelling the need to acquire a deeper understanding of the impact of gamification in acceptance within the financial industry. This is the first time to the knowledge that UTAUT2 theory and a gamification construct are combined in a mobile banking acceptance work, supported by data from a South American country, enriching the existing literature on this subject and providing new insights into how game techniques influences individual behaviour.