Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective
研究基于社会影响理论和客户价值理论，通过加纳567名移动支付用户数据，发现移动支付游戏化通过社会影响机制（内化、顺从、认同）正向影响客户参与、满意度和忠诚度，其中顺从预测所有客户价值，认同预测满意和忠诚，内化无显著预测作用。
This study develops and tests an integrated model of the social impact and customer value theories to understand how gamification of mobile money payment could generate customer value through its social impact. Cross-sectional data were collected from 567 mobile money payment users in Ghana to test twelve hypotheses using structural equation modelling (SEM). The study showed a positive and significant relationship between the gamified mobile money payment (Gmmp) and the social impact theory constructs, and consequently with the customer value propositions. The Gmmp was found to have a significantly positive relationship with all three social impact constructs of internalisation, compliance, and identification. However, compliance was significantly predictive of all the customer value constructs (customer engagement, satisfaction, and loyalty); identification was significantly predictive of satisfaction and loyalty; and internalisation was not significantly predictive of any of the customer value outcomes. The results show that Gmmp could create a substantial social impact on users to generate value for the customer and all service providers within the mobile money ecosystem. The results have implications for technology innovations, particularly the potential use of gamification at all customer touchpoints in the mobile money and financial technology services delivery value chain.