Identifying gamification factors for digital banking service users in Vietnam: Extending TAM model with gamification and perceived value

This study explores the influence of gamification on level of acceptance of digital banking by users in Vietnam. Thence, the level of impact, the theoretical contributions and practical values for policy makers are determined. Research hypotheses are developed base on the original TAM model combined with gamification and perceived value factors. PLS-SEM method is used to carry out the research process of finding relationships between factors affecting users’ acceptance of digital banking in Vietnam with 262 complete survey results. The main results of this study have shown that gamification has positive affection on perceived value, attitude and behavioral intention of digital banking users. Additionally, the study suggests potential areas for future research to enhance the understanding and the application of gamification in digital banking.