Gamification Impact on FinTech: Reward Mechanisms and Mission Engagement in Continuance Intention to use E-Wallet

This study investigates the impact of gamification on the continuance intention to use e-wallet applications, focusing on the Indonesian e-wallet platform OVO. Specifically, it examines how gamification elements rewards and missions influence user attitude and continuance intention. The Technology Acceptance Model (TAM) serves as the theoretical framework, with data collected through an online survey of 325 OVO users who regularly engage with the app's gamification features. Using SEM-PLS for data analysis, the findings reveal significant positive relationships between gamification rewards, gamification missions, and continuance intention to use. Additionally, the study highlights the mediating role of user attitude in these relationships. The results suggest that gamification can effectively enhance user engagement and loyalty in e-wallet applications. This research contributes to the understanding of gamification's role in fintech, offering insights for developing strategies to sustain user engagement and continuance intention in e-wallet platforms.