Promoting fintech: driving developing country consumers’ mobile wallet use through gamification and trust

• Published in: International journal of bank marketing Vol. 42; no. 5; pp. 841 - 869
• Main Authors: Rahman, Saleem ur, Nguyen-Viet, Bang, Nguyen, Yen Thi Hoang, Kamran, Sohail
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.07.2024; Emerald Group Publishing Limited
• Subjects: Bank technology; Banking; Consumer behavior; Consumers; Developing countries; Gamification; LDCs; Literature reviews; Mobile commerce; Privacy; Technology Acceptance Model; Vietnam; M-wallets; Continued use; Fintech; Gamification; Trust; Consumers
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-01-2023-0033

PurposeM-wallets have emerged as one of the most important financial innovations of the 21st century, enabling users to carry digital cash by securely storing payment methods on their mobile devices. However, the continued use of m-wallets varies among people for several reasons. This study used the technology continuation theory (TCT), gamification and trust factors to examine the variables affecting consumers' intentions to continue using mobile wallets.Design/methodology/approachThe SmartPLS partial least squares software was used to analyze data from 431 m-wallet users in Vietnam using the structural equation modeling technique.FindingsThe data revealed that the research model can predict users' intentions to continue using mobile wallets. TCT constructs demonstrated strong exploratory power in explaining consumer satisfaction and attitudes towards m-wallets. Furthermore, the study confirmed the direct effect of the perceived effectiveness of gamification on perceived ease of use and attitude, as well as its indirect effect on consumers' continued use intentions of mobile wallets via attitude. In addition, the trust negatively influenced consumers' intentions to continue using m-wallets.Practical implicationsThe findings of this study can help researchers, practitioners and policymakers improve m-wallet design, development and adoption, as well as advance financial technology and define the future of digital payments in terms of consumer attraction, engagement and financial inclusion.Originality/valueBased on TCT theory, this study enriches m-wallet research by examining two important factors, gamification and trust, and thus provides insights into how to improve consumers’ intentions to continue using m-wallets in developing countries. This study offers timely insights into theory and practice regarding these factors. It therefore paves the way for researchers and practitioners to learn how easy, enjoyable and secure the end-user experience should be to keep users engaged with m-wallets.