Examining the Effects of Gamification Engagement on Transaction Intention in Mobile Wallet Applications: The Case of MoMo
List of Authors
Ngoc-Hong Duong, Ngoc-Trung Nguyen
Keyword
Gamification Participation, Mobile Wallet Applications, Transaction Intention, Generation Z, MoMo
Abstract
In the era of digital transformation, firms are increasingly leveraging digital technologies and innovative marketing strategies to strengthen customer engagement and stimulate platform usage. Among these strategies, gamification has gained considerable attention as an effective tool for enhancing user interaction, particularly in mobile wallet applications. In Vietnam, MoMo has emerged as one of the leading e-wallet platforms and has become especially popular among Generation Z users, who actively interact with gamified features integrated into the application. Against this backdrop, this study investigates the factors influencing Generation Z consumers’ decision to engage in gamification activities on the MoMo platform and examines whether such engagement contributes to their transaction intention. A quantitative research design was employed, using a non-probability convenience sampling method. Data were collected from 316 Generation Z respondents through a structured questionnaire, with measurement items assessed on five-point Likert scales. The collected data were then analyzed to test the proposed relationships among the study constructs. The findings reveal that only three out of the five proposed antecedent factors significantly influence users’ decision to participate in gamification activities. In addition, the results confirm that engagement in gamification exerts a strong positive effect on users’ intention to conduct transactions and make payments through the MoMo application. The analysis also indicates that there is no statistically significant difference between male and female users in their decision to engage in gamification. These findings contribute to the growing literature on gamification and mobile payment behavior by clarifying the main drivers of gamification engagement in the e-wallet context. Practically, the study offers useful implications for digital wallet providers in designing more effective gamification strategies to enhance user engagement and promote transaction behavior, especially among Generation Z consumers.