Enhancing older customer engagement on mobile app through gamification - a case study of viettel money users

Abstract

As technology advances and becomes more popular, there are more and more methods for interacting with consumers in an effort to influence their buying habits. As a result, gamification is a new technique that many organizations are using in order to enhance actual customer experience. However, a lot of companies have neglected to consider their older customers in favor of concentrating solely on youthful consumers. In order to figure out the potential and effectiveness of gamification on senior consumers, this study bridges the gap and examines how gamification influences customers' behavior. The Technology Acceptance Model (TAM) has been applied in this study, and the research topic is the e-wallet application Viettel Money. The online questionnaire surveys were measured and analyzed using’SmartPLS 3. The results showed a positive relationship between the variables. This study also highlights the relationship between the variables including positive eWOM, perceived enjoyment, perceived ease of use, perceived usefulness impacting on gamification adoption intention and customer engagement. The study also provided important theoretical and practical implications for businesses to adjust their approach to the elderly and promote the elderly customer segment to use mobile apps