Niat Terus Menggunakan e-Wallet pada Generasi Z di Bali: Peran Nilai Utilitarian dan Gamifikasi
DOI:
https://doi.org/10.47747/snfmi.v2i1.2335Abstract
The development of e-wallet technology has become a significant phenomenon for Generation Z, who grew up in the digital era. Practical values and gamification influence the acceptance and use of e-wallets in these applications. This study aims to understand how valuable values and gamification influence attitudes and continued intention to use e-wallets in Generation Z. This study uses a quantitative approach with a sample of 140 e-wallet users in Bali, using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The analysis results show that utilitarian values have a positive and significant effect on attitudes and continued intention to use e-wallets in Generation Z. Conversely, the effect of gamification on continued intention to use is not essential. However, it has a positive impact on user attitudes towards e-wallets. This finding implies the importance of considering utilitarian values in e-wallet development to increase user adoption and retention. While gamification can improve user attitudes towards e-wallets, its effect on continued intention to use is more complex and not always significant. This research provides insight into the factors influencing e-wallet acceptance among Generation Z, highlighting the importance of marketing and development strategies that focus on efficiency and convenience of use and the integration of gamification elements that suit young users' preferences.
References
Abdul-Halim, N. A., Vafaei-Zadeh, A., Hanifah, H., Teoh, A. P., & Nawaser, K. (2022). Understanding the determinants of e-wallet continuance usage intention in Malaysia. Quality & quantity, 56(5), 3413-3439.
Adiani, W., Aprianingsih, A., & Purwanegara, M. S. (2021). Cashless Society in Progress: capturing different generations’ perspectives toward external influence in e-wallet usage. Journal of Economics, Business, and Accountancy| Ventura, 24(2), 205.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66, 102888.
Akhtar, M. A., Sarea, A., Khan, I., Khan, K. A., & Singh, M. P. (2023). The moderating role of gamification toward intentions to use mobile payments applications in Bahrain: an integrated approach. PSU Research Review.
Amanda, T. A. (2024). Peran Intention to Purchase dan Perceived Behavioral Control Untuk Meningkatkan Actual Behavior Berbasis Theory of Planned Behavior (Doctoral dissertation, Universitas Islam Indonesia).
Ananda, N. P., Rahmah, F. T., & Ramdhani, A. R. (2024). Using gamification in education: Strategies and impact. Hipkin Journal of Educational Research, 1(1), 1-12.
Andriani, A. D., Yuniawati, R. I., Hamidin, D., Priambodo, A., Sulaeman, M., Susanti, L., ... & Martono, S. (2022). Transformasi Indonesia Menuju Cashless Society. Tohar Media.
Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3).
Arianita, A., & Anggarawati, S. (2023). Analysis Factor Affecting The Use Of Digital Payment With The Extended Utaut Model. The Manager Review, 5(1), 91-108.
Armitage, C. J., & Christian, J. (2003). From attitudes to behaviour: Basic and applied research on the theory of planned behaviour. Current psychology, 22, 187-195.
Asfo, N. S., Setiawan, H. A., Pessireron, A. G., Saleh, M., & Ladjin, N. (2024). Analisis Determinan Penggunaan E Wallet. Jurnal Kolaboratif Sains, 7(5), 1874-1884.
Ashraf, R. U., Hou, F., & Ahmad, W. (2019). Understanding continuance intention to use social media in China: The roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human–Computer Interaction, 35(13), 1216-1228.
Astuti, D. Y., & Mahmud, M. (2023). Pengaruh Kemudahan Penggunaan, Manfaat, Keamanan Dan Promosi Terhadap Keputusan Penggunaan E-Wallet Ovo. Jurnal Mirai Management, 8(2). Chang, Y., & Geng, L. (2022). Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention. International Journal of Retail & Distribution Management, 50(12), 1535-1551.
Bae, J. H., & Jeon, H. M. (2022). Exploring the relationships among brand experience, perceived product quality, hedonic value, utilitarian value, and brand loyalty in unmanned coffee shops during the COVID-19 pandemic. Sustainability, 14(18), 11713.
Daragmeh, A., Sági, J., & Zéman, Z. (2021). Continuous intention to use e-wallet in the context of the covid-19 pandemic: Integrating the health belief model (hbm) and technology continuous theory (tct). Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 132.
Deterding, S., Sicart, M., Nacke, L., O'Hara, K., & Dixon, D. (2011). Gamification. using game-design elements in non-gaming contexts. In CHI'11 extended abstracts on human factors in computing systems (pp. 2425-2428).
Esmaeilzadeh, P. (2021). The influence of gamification and information technology identity on postadoption behaviors of health and fitness app users: empirical study in the united states. JMIR serious games, 9(3), e28282.
Geng, L., & Chang, Y. (2022). The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement. Baltic Journal of Management, 17(4), 484-500.
Hamari, J., Koivisto, J., & Sarsa, H. (2014, January). Does gamification work?--a literature review of empirical studies on gamification. In 2014 47th Hawaii international conference on system sciences (pp. 3025-3034). Ieee.
Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic markets, 27(1), 21-31.
Inan, D. I., Hidayanto, A. N., Juita, R., Soemawilaga, F. F., Melinda, F., Puspacinantya, P., & Amalia, Y. (2023). Service quality and self-determination theory towards continuance usage intention of mobile banking. Journal of Science and Technology Policy Management, 14(2), 303-328.
Jesslyn, A. T., Adaora, C., Justianto, J. S., & Amanda, I. B. (2023). The impact of gamification on female gen Z users’ continuance intention to use digital payment method in Jakarta. International Journal of Social Service and Research, 3(2), 398-405.
Kadir, H. A., Ismail, R., Wok, S., & Manan, K. A. (2022). The mediating effect of attitude on e-wallet usage among users in Malaysia. Journal of Communication Education, 2(1), 58-77.
Kelly, A. E. (2024). The sustainability and contribution of Generation Z influenced by hedonic and utilitarian values to use mobile money services for fee payment. Telematics and Informatics Reports, 100145.
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.
Klapztein, S., & Cipolla, C. (2016). From game design to service design: A framework to gamify services. Simulation & Gaming, 47(5), 566-598.
Kusumawardani, K. A., Widyanto, H. A., & Tambunan, J. E. G. (2023). The role of gamification, social, hedonic and utilitarian values on e-commerce adoption. Spanish Journal of Marketing-ESIC, 27(2), 158-177.
Landers, R. N., Tondello, G. F., Kappen, D. L., Collmus, A. B., Mekler, E. D., & Nacke, L. E. (2019). Defining gameful experience as a psychological state caused by gameplay: Replacing the term ‘Gamefulness’ with three distinct constructs. International Journal of Human-Computer Studies, 127, 81-94.
Leclercq, T., Poncin, I., & Hammedi, W. (2020). Opening the black box of gameful experience: Implications for gamification process design. Journal of Retailing and Consumer Services, 52, 101882.
Lee, C. T., & Pan, L. Y. (2023). Smile to pay: predicting continuous usage intention toward contactless payment services in the post-COVID-19 era. International Journal of Bank Marketing, 41(2), 312-332.
Li, Y., & Shang, H. (2020). Service quality, perceived value, and citizens’ continuous-use intention regarding e-government: Empirical evidence from China. Information & Management, 57(3), 103197.
Lim, X. J., Ngew, P., Cheah, J. H., Cham, T. H., & Liu, Y. (2022). Go digital: can the money-gift function promote the use of e-wallet apps?. Internet Research, 32(6), 1806-1831.
Lumangkun, A. G. (2022). Perilaku keuangan pada pengguna e-wallet yang dimoderasi oleh gamifikasi aplikasi keuangan di JABODETABEK. THESIS-2022.
Mulcahy, R. F., McAndrew, R., Russell-Bennett, R., & Iacobucci, D. (2021). “Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study. European Journal of Marketing, 55(10), 2593-2619.
Phan, T. T. C., Dang, T. Q., & Luan, N. T. (2023). A customer value satisfaction, and loyalty perspective of mobile payment app. In Proceedings The International Conference on Business Based on Digital Platform (BDP-3) (pp. 762-774). Hung Yen, Vietnam: Finance Publishing House.
Rahmadhani, S. D., Buchdadi, A. D., Fawaiq, M., & Prasetya, B. A. (2022). Determinants of intention to use e-wallet in Generation Z. BISMA (Bisnis dan Manajemen), 15(1), 60-77.
Rahmayanti, P., Dharmanegara, I., Yasa, N., Sukaatmadja, I., Pramudana, K., Rahanata, G., ... & Martaleni, M. (2022). What drives millennials and zillennials continuously using instant messaging? Perspective from Indonesia. International Journal of Data and Network Science, 6(1), 17-26.
Redda, E. H. (2020). The influence of utilitarian and hedonic consumption values on consumer attitude towards online shopping and purchasing intentions. Journal of Reviews on Global Economics, 9(2), 331.
Rodrigues, I., Lopes, J. M., Borges, A., Oliveira, J., & Oliveira, M. (2021). How can Gamified applications drive engagement and brand attitude? The case of Nike run club application. Administrative Sciences, 11(3), 92.
Rosli, M. S., Saleh, N. S., Md. Ali, A., & Abu Bakar, S. (2023). Factors determining the acceptance of E-wallet among gen Z from the lens of the extended technology acceptance model. Sustainability, 15(7), 5752.
Sanny, L., Iskandar, I., & bin Yus Kelana, B. W. (2022, September). Gamification Reward in Indonesia's e-wallet Market. In 2022 10th International Conference on Cyber and IT Service Management (CITSM) (pp. 01-04). IEEE.
Seng, W. Q., & Hee, O. C. (2021). Factors influencing the intention to use E-wallet: An extended Hedonic-Motivation System Adoption Model. International Journal of Academic Research in Business and Social Sciences, 11(11), 2265-2278.
Sharma, T. G., Tak, P., & Kesharwani, A. (2020). Understanding continuance intention to play online games: the roles of hedonic value, utilitarian value and perceived risk. Journal of Internet Commerce, 19(3), 346-372.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
Vieira, V. A., Rafael, D. N., & Agnihotri, R. (2022). Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values. Journal of Business Research, 151, 170-184.
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
