THE IMPACT OF GAMIFICATION FACTOR ON CUSTOMERS’ INTENTION TO USE E-BANKING IN HO CHI MINH CITY

Abstract

This study aims to evaluate the impact of gamification on the intention to use electronic banking in Ho Chi Minh City, based on the UTAUT2 model and data from 327 customers, in light of the increasing adoption of gamification. The results show that gamification along with other factors positively influence usage intention. The research team proposes management solutions, emphasizing the integration of gamification to enhance user experience and attract customers to use the services.