Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research | ||
| The Academic Journal of Contemporary Commercial Research | ||
| Article 2, Volume 1, Issue 1, December 2021, Pages 24-37 PDF (345.7 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajccr.2021.211511 | ||
| Authors | ||
| Hanan Yosry Emam* ; Gamal Sayed Abdel Aziz | ||
| Faculty of Commerce, Cairo University, Giza, Egypt | ||
| Abstract | ||
| In practice, gamification is seen as an effective marketing method to enhance customer experience and engagement in different activities. The influence of gamification on website features is vague in the case of e-banking. Therefore, this research aims to develop a theoretical framework that focuses on investigating the impact of gamification on website features that include ease-of-use, webpage characteristics, website information, and website design in the context of e-banking in Washington DC, United States of America. The research gathers data from 400 bank customers who interacted with a gamified e-banking website to monitor their financial transactions via an online questionnaire. The results show that gamification has a - significant influence on the ease of use, webpage characteristics, website information, and website design in the e-banking context. | ||
| Keywords | ||
| Gamification; Website Features; Ease-of-Use; E-banking | ||
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