Capturing young adults through e-banking gamification

Abstract

Gamification is a recent phenomenon that has been catching attention from companies among different industries. There is, in fact, a lack of studies and research on the characteristics and design that lead people to engage with gamified platforms and the banking industry is no exception. The main objective of this dissertation is to understand to which extent can banks capture Portuguese young adults through website Gamification. Having this in mind, two main research questions were developed, on the one hand to test young adults’ intention to use a gamified e-banking platform around personal savings and on the other hand to test which are the right characteristics to implement on such platform. Employing the Technology Acceptance Model (TAM), the results of a survey taken by 184 people suggest a considerable level of interest and intention from young adults to use a gamified e-banking platform. Moreover, it was conducted a benchmarking analysis of four gamification initiatives, considering the mechanics of gamification. This allowed to test the importance of different features among Portuguese young adults and the results suggest that using mechanics as ‘Fast Feedback’ and ‘Badges’ might be considerably important, whereas others as ‘Community’ might alienate users of such platform

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)