Mobile banking usage and gamification: the moderating effect of generational cohorts

• Published in: Journal of systems and information technology Vol. 22; no. 3; pp. 243 - 263
• Main Authors: Çera, Gentjan, Pagria, Ina, Khan, Khurram Ajaz, Muaremi, Lindita
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 11.12.2020; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Consumer behavior; Consumers; Context; Determinants; Developing countries; Empowerment; Gamification; Internet; LDCs; Mechanics; Mobile commerce; Model testing; Multivariate statistical analysis; Online banking; Regional development; Technology Acceptance Model; Balkan states; Albania; Generation Y and Z; UTAUT2; Transition country; Gamification; Mobile banking; PLS-SEM
• ISSN: 1328-7265; 1758-8847
• DOI: 10.1108/JSIT-01-2020-0005

Purpose The extended unified theory of acceptance and use of technology (UTAUT2) model has been adapted and applied by scholars to gain insight into mobile banking (m-banking) usage. By combining three perspectives, UTAUT2, gamification (GM) and generational cohort theory, this study aims to investigate the factors which impact m-banking usage and examine the moderating effect of generations Y and Z on the relationship between GM and intention to use m-banking. Design/methodology/approach The adopted model was tested in a quantitative study by using partial least square structural equation modelling. A total of 380 valid questionnaires from a transition country, Albania, have been examined. Findings In the study, scientific evidence concerning the UTAUT2 model and GM elements are provided. Thus, facilitation conditions, habit and hedonic motivation were found to be significant determinants of GM. Moreover, the results revealed that age moderates the relationship between GM and behavioural intention (BI). Compared to generation Z, individuals born prior to 1996 (generation Y), exhibited a much stronger relationship. Research limitations/implications Although Albania bears similarities with other transition countries in terms of regional, economic and political environments, the generalisation of these results to another context is rather limited. Practical implications This paper offers a model integrating UTAUT2, GM and generational cohorts in the context of a transition country. The findings can be applied in the form of guidelines for a number of financial institutions. Originality/value Besides identifying the determinants of m-banking adoption and GM, this study notably reveals the importance of generational cohorts because it governs the effect of GM on m-banking BI.