Engagement of Users and Enhancement of User Experience via Mobile Payment Gamification: A Systematic Review of Academic Literature

Abstract

The extensive application of game elements and mechanics has become one of the most frequent marketing strategies utilize for sustainable business development purposes. However, previous researches have seldom explored the inter-relationships of components of games and continuous inclination of the utilization of mobile payment applications which could be presented through Gamification. The corresponding research endeavor has analysed the implications of Gamification on mobile payments in general in the manner of assessment of experiences of mobile payment applications operating customers in terms of their inclinations towards gaming behavior precisely. The emphasis has been to analyse the brand loyalty perspective in this context as well. The empirical research has involved the utilization of the Mechanics–Dynamics–Aesthetics (MDA) framework to evaluate pre-factors that could influence self-benefit perspectives and social interaction through gamified conditions. The entire study has been developed on the basis of effective literature review with the purpose of analysis of Gamification application in mobile payment services which could promote customer engagement and could foster recurrent utilization intentions. The outcomes have provided valuable insights regarding the sustainability of Gamification as a definitive strategy for industries that are associated with operations involving applications-based brand identities.