Exploring the Influential Power of Embedding the Gamification Approach in Mobile Payment: The Case of Gen Z in Malaysia
Keywords:
Gamification, Mobile Payment, Gen Z, Malaysia
Abstract
This study examines the factors influencing behavioral intentions of Generation Z individuals in Malaysia towards adopting mobile payments, specifically from a gamification perspective. The sample comprised 602 participants who completed a Google Forms survey, and the data were analyzed using SPSS software. The sample was predominantly undergraduate students, with the largest concentration of respondents from the Federal Territories. Reliability testing was conducted to ensure the validity of the independent and dependent variables, and normality tests were performed to assess distribution characteristics. Most independent variables demonstrated a positive correlation with the dependent variable, except for perceived cost, which exhibited a negative correlation. Multiple regression analysis revealed that performance expectancy, trust, perceived cost, gamification, and social influence significantly affected the intention to adopt mobile payments, albeit to varying degrees. The findings contribute to the existing body of knowledge on gamification by empirically validating its impact on the adoption of mobile payments. This study extends the theoretical framework of gamification by demonstrating that game-like elements in mobile payment applications significantly influence user adoption intentions among Generation Z. Educational institutions and programs that aim to enhance digital literacy can benefit from these findings by incorporating gamified learning modules. These modules can effectively teach Generation Z members about the benefits and usage of mobile payment systems, thus promoting wider adoption.
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References
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Brereton, R. G. (2018). Degrees of freedom, errors, and replicates. Journal of Chemometrics, 32(6). https://doi.org/10.1002/cem.3016
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Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: a review of gamification research. International Journal of Information Management, 45, 191–210. https://doi. org/10.1016/j.ijinfomgt.2018.10.013
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Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
Kulviwat, S., Bruner II, G. C., & Al-Shuridah, O. (2009). The role of social influence on adoption of high-tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712.
Landers, R.N., Auer, E.M., Collmus, A.B. & Armstrong, M.B. (2018). Gamification science, its history and future: definitions and a research agenda, Simulation and Gaming, 49(3), 315-337.
Lee, J. and Jin, C. (2019). The role of gamification in brand app experience: the moderating effects of the 4Rs of app marketing, Cogent Psychology. Cogent, 6(1), doi: 10.1080/23311908.2019. 1576388.
Lu, J. (2014). Are personal innovativeness and social influence critical to continuing with mobile commerce? Luarn, P. & Lin, H.-H. 2005. Toward an understanding of the behavioural intention to use mobile banking. Computers in Human Behaviour, 21, 873-91. Internet Research, 24(2), 134–159.
Luarn, P., & Lin, H.-H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
Mitchell, R., Schuster, L., & Jin, H. S. (2020). Gamification and the impact of extrinsic motivation on needs satisfaction: Making work fun? Journal of Business Research, 106, 323–330. https:// doi.org/10.1016/j.jbusres.2018.11.022
Patil, P., Tamilmani, K., Rana, N. P., & Raghavan, V. (2020). Understanding consumer adoption of digital payment in India: extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54, 102144. https://doi.org/10.1016/j.ijinf omgt.2020.102144
Pandey, V., & Ansari, S. (2023). Impact of Game Design Elements on Actual Usage vs Future Use Intentions of Digital Payment App Users: A Motivation-Based Approach. Information Systems Frontiers. https://doi.org/10.1007/s10796-023-10433-2
Phonthanukitithaworn, C., Sellitto, C., & Fong, M. W. L. (2016). An investigation of mobile payment (m-payment) services in Thailand. Asia-Pacific Journal of Business Administration, 8(1), 37–54. https://doi.org/10.1108/apjba-10-2014-0119
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Sabbir, M. M., Islam, M., & Das, S. (2020). Understanding the determinants of online pharmacy adoption: a two-staged SEM-neural network analysis approach. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-07-2020-0108
Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216.
Sin, T. S., Han, C. Z., Fai, C. S., Xuan, L. Z., Ning, N. H., & Xi, T. K. (2025). Exploring the Factors Influencing the Intention to Adopt the Contactless Payments in Post-COVID-19 in Malaysia (Issue June 2021). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-666-6_7.
Singh, S., and Srivastava, R.K. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36 (2), 357-378
Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129–142.
Statista. (2021). Number of smartphone users worldwide from 2016 to 2021 (in billions) and forecasts. Retrieved from https://chat.library.berkeleycollege.edu/faq/376198.
Tabachnick, B. G., & Fidell, L. S. (2019). Using multivariate statistics (7th ed.). Pearson.
Tan, K. S., Chong, S. C., Loh, P. L., & Lin, B. (2010). An evaluation of e-banking and m-banking adoption factors and preference in Malaysia: A case study. International Journal of Mobile Communications, 8(5), 507–527.
Tan, R. (2020). E-wallets to carve up more market. The Star. https://www.thestar.com.my/news/nation/2020/01/02/e-wallets-to-carve-up-moremarket 32-bln-mobile-internet-subscribers-e665e890302 -
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478
Wang, Y. S., Lin, H. H. & Luarn, P. (2006). Predicting consumer intention to use mobile services. Information Systems Journal, 16, 157-79.
Wei, T. T., Marthandan, G., Chong, A. Y.-L., Ooi, K.-B. & Arumugam, S. (2009). What drives Malaysian m-commerce adoption? An empirical analysis. Industrial Management & Data Systems, 109, 370-388.
Wong, D., Liu, H., Meng-Lewis, Y., Sun, Y., & Zhang, Y. (2021). Gamified money: exploring the effectiveness of gamification in digital payment adoption among the silver generation in China. Information Technology & People, 35(1), 281–315. https://doi.org/10.1108/itp-09-2019-0456
Worldometer. Malaysia population (2024) - Worldometer. Retrieved March 21, 2024, from https://www.worldometers.info/world-population/malaysia-population/
Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210–221. https://doi.org/10.1016/j.ijinfomgt.2018.12.002
Yu, C. H. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of Electronic Commerce Research, 13(2), 104–121.
Zhou, T. (2011). An empirical examination of users’ post-adoption behaviour of mobile services. Behavior & Information Technology, 30(2), 241–250. https://doi.org/10.1080/0144929X.2010. 543702
Aji, H. M., Berakon, I. & Husin, M. M. (2020). COVID-19 and e-wallet usage intention: A multigroup analysis between Indonesia and Malaysia. Cogent Business & Management, 7(1), 1-16.
Al-Saedi, H., Al-Emran, M., & Ramayah, T. (2020). The Impact of Trust and Performance Expectancy on the Intention to Adopt Mobile Payment: An Extension of the UTAUT2 Model. Journal of Research in Applied Management, 3(2), 273-286.
Bank Negara Malaysia (2020). Payment Systems. Driving towards electronic payments. https://www.bnm.gov.my/index.php?ch=ps&pg=ps_mep_drv_toward
Bitrian, P., Buil, I., and Catalan, S. (2021). Enhancing user engagement: The role of gamification in mobile apps, Journal of Business Research, 132, 170-185, doi: 10.1016/j.jbusres.2021.04.028.
Brereton, R. G. (2018). Degrees of freedom, errors, and replicates. Journal of Chemometrics, 32(6). https://doi.org/10.1002/cem.3016
Bùi, T. T. H., & Bùi, H. T. (2018). Gamification impact on the acceptance of digital payment in Ho Chi Minh City, Vietnam. International Journal of Social Science and Economic Research, 3(9), 4822-4837.
Business Insider (2020). Generation Z News, Latest characteristics, research, and facts. https://www.businessinsider.com/generation-z
Chandra, S., Srivastava, S. C., & Theng, Y.-L. (2010). Evaluating the role of trust in consumer adoption of digital payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 29. https://doi.org/10.17705/ 1CAIS.02729
Chiu, Yi-Te & Zhu, Yu-Qian & Corbett, Jacqueline. (2021). In the hearts and minds of employees: A model of pre-adoptive appraisal toward artificial intelligence in organisations. International Journal of Information Management. 60. 102379. 10.1016/j.ijinfomgt.2021.102379.
Chong YL, Chan FTS, Ooi KB (2012) Predicting consumer decisions to adopt mobile commerce: cross-country empirical examination between China and Malaysia. Decision Support System, 53(1), 34–43
Davis, F.D. (1989). Davis, Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13, 319-340. https://doi.org/10.2307/249008
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining ‘gamification.’ In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments. MindTrek ’11, New York, NY, USA: Association for Computing Machinery, 9–15. https://doi.org/10.1145/2181037.2181040
Deterding, S., Sicart, M., Nacke, L., O'Hara, K. and Dixon, D. (2011), Gamification: using game-design elements in non-gaming contexts, in CHI ’11 extended abstracts on human factors in computing systems, 7-12 May, Vancouver, Canada, Association for Computing Machinery. 2425-2428
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 21(3), 719–734.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Reading, Mass, Don Mills. Ontario: Addison-Wesley Pub. Co
Grabner-Kräuter, S., & Faullant, R. (2008). Consumer acceptance of internet banking: The influence of privacy and security. Journal of Consumer Behavior: An International Research Review, 7(1), 14-32.
Hanafizadeh, P., Behboudi, M., Abedini Koshksaray, A., Jalilvand Shirkhani Tabar, M. (2014). Mobile-banking adoption by Iranian bank clients. Telematics Inform 31(1):62–78
Insights, F. B. (2020). Gamification market size, share & industry analysis. Fortune Business Insights. Retrieved 20 August 2021 from https://www.fortunebusinessinsights.com/industry-reports/ gamification-market-100632.
Islam, M., Tamanna, A. K., & Islam, S. (2024). The path to cashless transaction: A study of user intention and attitudes towards quick response mobile payments. Heliyon, 10(15), e35302. https://doi.org/10.1016/j.heliyon.2024.e35302.
James, G., Witten, D., Hastie, T., & Tibshirani, R. (2013). An Introduction to Statistical Learning: With Applications in R. (1st ed.). Springer. https://quantifyinghealth.com/vif-threshold/
José Liébana-Cabanillas, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2014). The role of gender in the acceptance of digital payment. Industrial Management & Data Systems, 114(2), 220–240
Karim, M. W., Haque, A., Ulfy, M. A., Hossain, M. A., & Anis, M. Z. (2020). Factors influencing the use of E-wallet as a payment method among Malaysian young adults. Journal of International Business and Management, 3(2), 01-12.
Kalinic, Z., Marinkovic, V., Molinillo, S., & Liébana-Cabanillas, F. (2019). A multi-analytical approach to peer-to-peer digital payment acceptance prediction. Journal of Retailing and Consumer Services, 49, 143–153. https://doi.org/10.1016/j.jretconser.2019.03.016
Koenig-Lewis, N., Marquet, M., Palmer, A., & Zhao, A. L. (2015). Enjoyment and social influence: predicting mobile payment adoption. Service Industries Journal, 35(10), 537–554. https://doi.org/10.1080/02642069.2015.1043278
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: a review of gamification research. International Journal of Information Management, 45, 191–210. https://doi. org/10.1016/j.ijinfomgt.2018.10.013
Koksal, M. (2016). Mobile Payment Adoption: A Review of the Literature. Journal of Mobile Technology in Education, 9(2), 1-15.
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
Kulviwat, S., Bruner II, G. C., & Al-Shuridah, O. (2009). The role of social influence on adoption of high-tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712.
Landers, R.N., Auer, E.M., Collmus, A.B. & Armstrong, M.B. (2018). Gamification science, its history and future: definitions and a research agenda, Simulation and Gaming, 49(3), 315-337.
Lee, J. and Jin, C. (2019). The role of gamification in brand app experience: the moderating effects of the 4Rs of app marketing, Cogent Psychology. Cogent, 6(1), doi: 10.1080/23311908.2019. 1576388.
Lu, J. (2014). Are personal innovativeness and social influence critical to continuing with mobile commerce? Luarn, P. & Lin, H.-H. 2005. Toward an understanding of the behavioural intention to use mobile banking. Computers in Human Behaviour, 21, 873-91. Internet Research, 24(2), 134–159.
Luarn, P., & Lin, H.-H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
Mitchell, R., Schuster, L., & Jin, H. S. (2020). Gamification and the impact of extrinsic motivation on needs satisfaction: Making work fun? Journal of Business Research, 106, 323–330. https:// doi.org/10.1016/j.jbusres.2018.11.022
Patil, P., Tamilmani, K., Rana, N. P., & Raghavan, V. (2020). Understanding consumer adoption of digital payment in India: extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54, 102144. https://doi.org/10.1016/j.ijinf omgt.2020.102144
Pandey, V., & Ansari, S. (2023). Impact of Game Design Elements on Actual Usage vs Future Use Intentions of Digital Payment App Users: A Motivation-Based Approach. Information Systems Frontiers. https://doi.org/10.1007/s10796-023-10433-2
Phonthanukitithaworn, C., Sellitto, C., & Fong, M. W. L. (2016). An investigation of mobile payment (m-payment) services in Thailand. Asia-Pacific Journal of Business Administration, 8(1), 37–54. https://doi.org/10.1108/apjba-10-2014-0119
Rahman, M., Ismail, I., & Bahri, S. (2020). Analysing consumer adoption of digital payment in Malaysia. Digital Business, 1(1), 100004. https://doi.org/10.1016/j.digbus.2021.100004
Sabbir, M. M., Islam, M., & Das, S. (2020). Understanding the determinants of online pharmacy adoption: a two-staged SEM-neural network analysis approach. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-07-2020-0108
Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216.
Sin, T. S., Han, C. Z., Fai, C. S., Xuan, L. Z., Ning, N. H., & Xi, T. K. (2025). Exploring the Factors Influencing the Intention to Adopt the Contactless Payments in Post-COVID-19 in Malaysia (Issue June 2021). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-666-6_7.
Singh, S., and Srivastava, R.K. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36 (2), 357-378
Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129–142.
Statista. (2021). Number of smartphone users worldwide from 2016 to 2021 (in billions) and forecasts. Retrieved from https://chat.library.berkeleycollege.edu/faq/376198.
Tabachnick, B. G., & Fidell, L. S. (2019). Using multivariate statistics (7th ed.). Pearson.
Tan, K. S., Chong, S. C., Loh, P. L., & Lin, B. (2010). An evaluation of e-banking and m-banking adoption factors and preference in Malaysia: A case study. International Journal of Mobile Communications, 8(5), 507–527.
Tan, R. (2020). E-wallets to carve up more market. The Star. https://www.thestar.com.my/news/nation/2020/01/02/e-wallets-to-carve-up-moremarket 32-bln-mobile-internet-subscribers-e665e890302 -
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478
Wang, Y. S., Lin, H. H. & Luarn, P. (2006). Predicting consumer intention to use mobile services. Information Systems Journal, 16, 157-79.
Wei, T. T., Marthandan, G., Chong, A. Y.-L., Ooi, K.-B. & Arumugam, S. (2009). What drives Malaysian m-commerce adoption? An empirical analysis. Industrial Management & Data Systems, 109, 370-388.
Wong, D., Liu, H., Meng-Lewis, Y., Sun, Y., & Zhang, Y. (2021). Gamified money: exploring the effectiveness of gamification in digital payment adoption among the silver generation in China. Information Technology & People, 35(1), 281–315. https://doi.org/10.1108/itp-09-2019-0456
Worldometer. Malaysia population (2024) - Worldometer. Retrieved March 21, 2024, from https://www.worldometers.info/world-population/malaysia-population/
Xi, N., & Hamari, J. (2019). Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction. International Journal of Information Management, 46, 210–221. https://doi.org/10.1016/j.ijinfomgt.2018.12.002
Yu, C. H. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of Electronic Commerce Research, 13(2), 104–121.
Zhou, T. (2011). An empirical examination of users’ post-adoption behaviour of mobile services. Behavior & Information Technology, 30(2), 241–250. https://doi.org/10.1080/0144929X.2010. 543702
Published
2025-08-21
How to Cite
Mun, L. Y., Zainudin, A. D., & Nizar, N. (2025). Exploring the Influential Power of Embedding the Gamification Approach in Mobile Payment: The Case of Gen Z in Malaysia. Information Management and Business Review, 17(2(I)S), 629-643. https://doi.org/10.22610/imbr.v17i2(I)S.4640
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Copyright (c) 2025 Lai Yee Mun, Ahmad Danial Zainudin, Nurhuda Nizar
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