WeChat Gamification: Mobile Payment Impact on word of mouth and customer loyalty

Hassan Butt, Asad and Ahmad, Hassan and Muzaffar, Asif and Irshad, Waseem and Usman Mumtaz, Muhammad and Zubair Ahmad Khan, Talha (2024) WeChat Gamification: Mobile Payment Impact on word of mouth and customer loyalty. Spanish Journal of Marketing. ISSN 2444-9709

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Abstract

Purpose
This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile payments. It draws attention to the beneficial effects of cultural components and digital intimacy on gamified mobile payment systems.

Design/methodology/approach
The data were collected from Y, X and silver generation in Dalian, China. The users were well equipped with the WeChat pay features and had experience. The PLS-SEM software was used to assess the data.

Findings
The findings show that consumer word of mouth and loyalty are positively impacted by perceived utility, fun, and enjoyment. Besides, gamification components like fun and playfulness have a favourable effect on how useful mobile payments are judged to be. It demonstrates how delighted and ecstatic users are with WeChat Hongbao. In addition, the positive moderation effect of intimacy on the hypothesised connections shows that all three generations are likely to accept gamified money features. These results provide a substantial contribution to our comprehension of gamification in the context of mobile payment services for all three generations.

Originality/value
The study is distinctive because it focuses on how China’s three generations use WeChat Pay for routine transactions. The framework confirms that the gamification elements improve user performance and encourage continued usage of mobile payment systems.

Item Type:	Article
Identification Number:	10.1108/SJME-01-2023-0021
Dates:	Date Event 19 March 2024 Accepted 28 May 2024 Published Online
Uncontrolled Keywords:	gamification, generation, playfulness, enjoyment, mobile payment, intimacy
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions:	Faculty of Business, Law and Social Sciences > College of Accountancy, Finance and Economics Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User:	Asif Muzaffar
Date Deposited:	04 Jun 2024 15:46
Last Modified:	20 Jun 2024 12:04
URI:	https://www.open-access.bcu.ac.uk/id/eprint/15529

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