A Model for Increasing Electronic Payment Tendency (EPT) using Gamification

Nowadays, e-banking enables customers to conduct their financial activities in a virtual environment using Web and Internet technology. The purpose of the study was to identify the factors affecting EPT. The factors affecting examination of EPT by Saman Bank customers in this study were divided into six factors: performance expectancy (PE), effort expectancy (EE), social influence (SI), personal priorities (PPs), facilitating conditions (FC), and personal norm (PN). The population was the customers of Saman Bank, West Azerbaijan branches, using the service temporarily and continuously. The study was applied in terms of purpose and descriptive-analytical in terms of nature and method. Data collection method was through a questionnaire. Structural equation modeling (SEM) and LISREL software were used to test the hypotheses. In the model examined, the fitness indices showed the appropriateness of the conceptual model and the results of data analysis were as follows: there is a linear relationship between PE, EE, SI, FC, PPs, PPs, and PN with behavioral intention (BI) and EPT, and a linear relationship between the intention of EPT, which is an intermediary variable, and EPT.

کلیدواژه ها:

Gamification ، E-banking ، Intention to use ، Technology Acceptance