Analyzing The Impact of Gamification, Privacy Risk on Usage Intention of Digital Banking Users in Vietnam

Abstract

Objective of this study explores the impact of gamification factors and privacy perception on digital banking users' intention. Hypotheses are developed based on the combination of the original technology acceptance model with gamification factors, privacy risk perception and value perception. PLS-SEM method is used to find the relationship between factors affecting users' acceptance of digital banking in Vietnam with 615 survey results. The results show that gamification factors have a positive impact on users' intention to use digital banking while value perception plays a mediating role in forming users' intentio. However, the results also show that privacy risk perception does not have a direct impact on users' intention. The study contributes to the theory and practical value for policy makers on the impact level of factors in the research model. Suggestions are also given for future research to enhance understanding in the digital banking field.