Gamification of mobile wallet as an unconventional innovation for promoting Fintech: An fsQCA approach

Although digitalisation brings important possibilities to banking & finance service, implementing digital technologies in practices can be challenging. Indeed, the adoption of new innovative technology in the banking & finance sector lags behind other business sectors. Many of the valuable banking & finance-related technologies have not been adopted in relation to the strategic implications of decisions in domains such as the development of service innovation and personalization, value co-creation, and marketing strategies. In particular, there is a paucity of research in using gamification to explore ways of customising banking & finance fintech offerings, improving customers’ experience, and developing efficient banking & finance marketing tactics. Drawing on the UTAUT2 and Otcalysis gamification framework, this study develops a research model investigating what configurations of motivations, expectations and conditions can shape consumers’ behavioral intention to adopt a gamified mobile wallet system. Findings suggest that combining effort expectancy, facilitating conditions and perceived value leads to higher intention to use gamified mobile wallet. Accordingly, firms need to consider the three core conditions when design relevant gamifications.