The Role of Gamification as a Growth Hacking Strategy in the Adoption Disruptive Innovation Model in Mobile Payment Applications (Case study: Students of Guilan University)

Document Type : Research Paper

Authors

1 Faculty member of Economics, Management and administrative Science, Semnan University, Semnan, Iran

2 PhD graduated of international marketing, Semnan University, Semnan, Iran

Abstract

The development of various application softwares with gamification features has created a new trend in the business world. With the increasing number of businesses adopting gamification techniques to increase customer engagement, this phenomenon has become an emerging technique in business. Despite this growing trend, marketing literature continues to lack models that explain the use of gamification in understanding customers' acceptance of a disruptive innovation. The purpose of this study was to investigate the intention of accepting a mobile payment application within the framework of an integrated model derived from the Christensen Innovation Adoption Model by adding gamification variable. The purpose of this research is applied and its method is descriptive correlations. 211 questionnaires were collected in a cluster sampling. Reliability of the questionnaire was verified by assessing internal consistency and validity through congruent and divergent validity. The analysis of hypotheses was done in the form of structural equation modeling with the help of Smart PLS2 software. The results showed that gamification along with other variables of the Davies technology adoption model had a significant impact on the adoption of mobile payment software as a disruptive innovation.

Keywords

References

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The Role of Gamification as a Growth Hacking Strategy in the Adoption Disruptive Innovation Model in Mobile Payment Applications (Case study: Students of Guilan University)
 
Davood Feiz[1]*
Azim Zarei[2]
Morteza Maleki minbashrazgah[3]
Atefeh Shaabani Naeim Soufyani[4]
موغلی، علیرضا. (1388). پذیرش بانکداری الکترونیک در بین بانک‌های شهر شیراز.فصلنامهعلوم مدیریتایران،(7)2، 81-98.
Journal of Technology Development Management
Volume 7, Issue 3
December 2019
Pages 63-90

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History

  • Receive Date: 07 October 2018
  • Revise Date: 11 December 2019
  • Accept Date: 12 February 2020

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