Impact of Gamification on Autonomous and Controlled Motivations of Mobile Payment App Users

Recent times have witnessed increased usage of gamification in various domains. This study explores the impact of gamification in the context of utilitarian apps like mobile payment systems. Owing to the unique characteristics of these apps such as low product differentiation, low switching costs and high competition, retaining continued usage from customers is a challenge. In previous research, gamification has been found to increase intrinsic user motivations leading to important behavioural outcomes. This study draws from self-determination theory to develop a framework of gamification’s impact on the continued usage intention of mobile payment users. The outcomes of the study are expected to enhance our understanding of gamification in broader contexts and help practitioners modify customer behaviour using gamification