Smartphone banking usage in Nigeria: Gamification, technology acceptance and cultural factors empirical perspectives

Abstract

Several studies have been conducted within the domain of technology adoption, yet, less attention has been paid to how gamification can be employed to elicit fun that can accelerate the rate of smartphone banking usage. Equally, the cultural peculiarities of smartphone banking users have been largely ignored by the majority of the previous studies. This study, therefore, identified the potential influence of the utilization of gamification, hedonic motivation, and cultural factors in the usage of smartphone banking. This is achieved through the conceptualization of a framework that empirically tested the influence of six exogenous variables on smartphone usage using data from 388 respondents from Nigeria, and having employed Partial Least Square (PLS) Structural Equation Modeling as a technique of analysis. The findings of the study reveal that gamification, hedonic motivation, and cultural factors along with the Technology Acceptance Model core variables are strong determinants of Smartphone Banking usage. Practitioners can draw significant insights on how to effectively design smartphone banking using gamification and hedonic techniques, especially that the trend is moving largely towards these directions in the financial industry and through which value can be created for users.

Impact of gamification on green consumption behavior integrating technological awareness, motivation, enjoyment and virtual CSR

“…Hedonic motivation is related to the pleasure and enjoyment individuals derive from participating in a gamified activity. It can enhance individuals' intrinsic motivation to engage in pro-environmental behavior and sustain their engagement over time 59 . In a prior study, participants highly motivated by the enjoyment and excitement of the game were more likely to engage in sustainable behaviors, such as lower energy consumption and public transportation 20 .…”

Factors influencing mobile banking adoption in India: The role of government support as a mediator

“…For the adoption of mobile banking, prior research has emphasized the significance of factors including self‐efficacy, security, privacy, ease of use, and social influence (SI) (Giovanis et al, 2019; Kanobe & Bwalya, 2022; Koksal, 2016; Tran & Corner, 2016; Zhang et al, 2018). Salimon et al (2021) have added cultural factors and gamification in TAM framework to study its impact on usage of smartphone banking.…”

“…Andalib and Hashim (2018) define m‐banking as the process of carrying out financial transactions using a mobile or wireless network and mobile devices like smartphones and tablets in a mobile environment. Despite the fact that mobile phone usage is rapidly increasing, its use for paying utility bills and accessing financial institutions is still abysmally low (Salimon et al, 2021). Mobile banking is still far from reaching financial transaction maturity and, particularly in emerging economies, has been proven to have a low adoption and diffusion rate (Cruz et al, 2010; Hassan & Wood, 2020; Shankar & Rishi, 2020; Tran & Corner, 2016).…”

Player Matching using Personal Characteristics for Asynchronous Multiplayer Exergames

“…For example, individualistic cultures may prefer competitive game features that focus on independence, whereas collectivistic cultures may prefer cooperative game features that focus on support and group loyalty. Researchers are investigating the role of cultural values on gamification preferences (Salimon et al, 2021;Usunobun et al, 2019) and it would be interesting to form groups based on similar (e.g., a group of individualistic members) and different (e.g., a group composed of both individualistic and collectivistic members) cultural preferences together with gender and personality (Costa et al, 2001), and examine the effect on game enjoyment, social engagement, and exercise adherence.…”