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Does gamified elements influence on user's intention to adopt internet banking with integration of UTAUT and general self-confidence?

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  • Rahi Samar
  • Abd Ghani Mazuri

Abstract

The present study develops an integrated model combined with unified theory of acceptance and use of technology and general self-confidence in internet banking adoption context. The current study goes a step further by examining moderating role of gamification between user's intention to adopt and user's intention to recommend internet banking. Data was collected from 398 customers of commercial banks. The theoretical model was tested using structural equation modelling (SEM). Findings indicate that integrated UTAUT model has significant influence (R2 - 75.3%) on user's intention to adopt internet banking. For practitioners, it is recommended that they should focus on both technology and game mechanic factors to boost the confidence of internet banking users. This paper makes a unique contribution to information system (IS) and services marketing literature with reference to Pakistan.

Suggested Citation

  • Rahi Samar & Abd Ghani Mazuri, 2019. "Does gamified elements influence on user's intention to adopt internet banking with integration of UTAUT and general self-confidence?," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 19(3), pages 394-414.
    • Handle: RePEc:ids:ijbexc:v:19:y:2019:i:3:p:394-414
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    Cited by:

    1. Rahi, Samar & Abd.Ghani, Mazuri & Hafaz Ngah, Abdul, 2019. "Integration of unified theory of acceptance and use of technology in internet banking adoption setting: Evidence from Pakistan," Technology in Society, Elsevier, vol. 58(C).
    2. Rakesh Kumar & Rubee Singh & Kishore Kumar & Shahbaz Khan & Vincenzo Corvello, 2023. "How Does Perceived Risk and Trust Affect Mobile Banking Adoption? Empirical Evidence from India," Sustainability, MDPI, vol. 15(5), pages 1-21, February.

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