In Partial Fulfillment Of The Requirements For Bachelor Of Arts In Business Administration

Abstract

The objective of this study is to examine the impact of incorporating gamified elements on user preference in ZaloPay, a mobile payment platform. A quantitative approach was employed, using an online questionnaire administered in two phases. Among the collected responses, 101 were deemed valid, with two individuals responding to both phases. The survey gathered data from participants who played the "Dap ruong trung lon" game on ZaloPay between September 26th and November 10, 2023, encompassing various age groups, genders, occupations, incomes, and other demographic characteristics. The findings indicate a positive correlation between achievement affordance and both cognitive engagement and emotional engagement. Additionally, cognitive engagement strongly influences perceived usefulness. Surprisingly, no significant relationship was observed between emotional engagement and perceived usefulness, contrary to the expected hypothesis. This research contributes to the literature by examining the antecedent variable which used the SOR model incorporated with the TAM model to investigate the affordances and psychological engagement before coming to utilitarian value. In terms of practical implications, by understanding the importance of achievements as psychological indicators, mobile payment providers can offer appealing rewards such as virtual currency, loyalty points, and vouchers to retain customers. Additionally, integrating the usefulness of the e-wallet app into games can indirectly create awareness and preference among customers. This can be achieved through game simulations or storytelling that highlights the benefits of using e-wallets instead of cash in gamification in-app context. Ultimately, the goal of gamification campaigns is to increase customer preference and encourage continued usage of the app