An Islamic Bank's Customers' Approach to Gamify Mobile Banking: UTAUT2 Model Extended

Aysegul Sagkaya Gungor and Yusuf Ihsan Kurt
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Aysegul Sagkaya Gungor: Istanbul Medeniyet University, Turkey
Yusuf Ihsan Kurt: Kuveyt Türk Participation Bank, Turkey

International Journal of Online Marketing (IJOM), 2021, vol. 11, issue 4, 23-40

Abstract: Making customers adopt mobile banking is a great challenge for banks, and especially for Islamic banks. This study investigates the factors that could predict the customers' use intention of the mobile banking services of Islamic banks by applying the conceptual model of UTAUT2. The model was further extended with gamification, as a promising tool to ease the adoption, while discussing the moderating effect of age and gender for all variables. The applied questionnaire to collect data has resulted in 205 respondents. The findings implied that facilitating conditions, habit, price value, and performance expectancy are effective variables in Islamic banking customers' behavioral intention to use m-banking. Gamification has a positive effect only when customers are younger than 30. It is further discovered that only the customers 30 and older had performance expectancy. Regarding gender differences, the only finding is the men's greater interest in the price value.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:11:y:2021:i:4:p:23-40

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