| dc.description.abstract | Technology advancements like gamification tend to have a significant impact on the field of
digital financial services, despite possible discrepancies between user expectations and real
advantages. Evaluating the effect of gamification features on user engagement and retention
in e-wallet systems presents considerable problems because the fundamental aspects that drive
consumer loyalty are still up for debate. This thesis offers a thorough examination of the
interactions between several behavioral and psychological variables in order to determine how
gamification campaign elements affect Momo e-wallet customer loyalty in Vietnam. In order
to understand their effects on the dependent variable, intention to use the e-wallet, the
research identified five important independent variables: perceived utility, attitude, subjective
norms, perceived behavioral control, and perceived risk, coupled with one moderating
variable, gamification.
Momo users are surveyed as part of the research's quantitative methodology to collect data.
The model is applied to the approved data set of 305 respondents using multiple regression
analysis and descriptive analysis. The results show that while gamification successfully
moderates the association between these parameters and usage intention, perceived behavioral
control and attitude are significant determinants of consumer loyalty. For stakeholders hoping
to improve client engagement and loyalty through strategic gamification in digital financial
services, the study offers insightful information.
With its empirical proof of gamification's ability to increase consumer loyalty, this thesis
contributes to the pool of knowledge on digital financial services in academia. It also provides
helpful advice on how to incorporate gamification techniques into e-wallet apps. The study
does, however, recognize certain limitations, such as its cross-sectional methodology and its
concentration on a single e-wallet service in Vietnam. These limitations point to potential
areas for future research, such as examining longitudinal effects and cross-platform
comparisons of digital payment platforms. | en_US |
