Emam, H., Abdel Aziz, G. (2021). Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research. The Academic Journal of Contemporary Commercial Research, 1(1), 24-37. doi: 10.21608/ajccr.2021.211511
Hanan Yosry Emam; Gamal Sayed Abdel Aziz. "Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research". The Academic Journal of Contemporary Commercial Research, 1, 1, 2021, 24-37. doi: 10.21608/ajccr.2021.211511
Emam, H., Abdel Aziz, G. (2021). 'Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research', The Academic Journal of Contemporary Commercial Research, 1(1), pp. 24-37. doi: 10.21608/ajccr.2021.211511
Emam, H., Abdel Aziz, G. Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research. The Academic Journal of Contemporary Commercial Research, 2021; 1(1): 24-37. doi: 10.21608/ajccr.2021.211511
Investigating the Effect of Gamification on Website Features in E-Banking Sector: An Empirical Research
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.
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