Role of Gamification in Shaping E- Wallet Purchase Behaviour: A Mixed-Method Analysis

This research study investigates the impact of gamification on purchase transactions via e-wallet applications. Further, it attempts to understand the customers' perspective toward gamification on e-wallet mobile payment apps. For the first part of the study, purchase transaction data was collected from the experimental group, which used gamification while making payments through mobile payment apps. Data were collected from 60 respondents. In the second part of the study, qualitative in-depth interviews were conducted with 23 respondents, using the principles of the grounded theory approach to understand the respondent's experience while using gamification. From the respondents targeted, not all the respondents were ready to share their transaction data. The findings suggested a considerable increase in the number of transactions for the experimental group, which used gamification while making payments through mobile payment apps, compared to the control group. The features of gamification, including ease of navigation through the application; and rewards in return, generated curiosity amongst the participants to make payments using the payment app. The in-depth interviews concluded that gamification was engaging, but the type of rewards received needed to be more satisfactory.