الفهرس 
صفحة العنوانيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
In practice, gamification is seen as an effective marketing method to enhance
customer experience and engagement in different activities. Nonetheless, the
influence of gamification in website features and on customer experience are still
very unclear in the case of e-banking. Therefore, based on self-determination theory
and technology acceptance model, this study aims to fill this gap by developing a
theoretical framework that focuses on investigating the effect of the direct
relationship between gamification (as independent variable) and customer
experience dimensions in terms of cognitive, affective, behavioral, sensory and
relational experience (as dependent variable) as well as the indirect relationship
through website features (ease-of-use, webpage characteristics, website information
and website design) as a mediating variable. Also, the study investigates customer
characteristics (gender, age, education, employment status and income) as a
moderating role influence in the strength of the relationship between website
features and customer experience dimensions in the context of e-banking in
Washington DC, United states of America. The research produces a comprehensive
study to validate this model and gathers information from 400 bank customers who
interacted with a gamified e-banking website to monitor their financial transactions
via an online questionnaire. Exploratory and confirmatory factor analysis was used
to test the scales validity, then partial least square structural equation modeling
(PLS-SEM) was applied to test the research hypotheses through using Smart PLS
version 3.3.2. The results show that gamification has a direct influence on customer
experience dimensions and indirect influence on the ease of use, webpage
characteristics, website information and website design as well as, ease of use has
no significant influence on core experience and sensory experience, while webpage
characteristics, website information and website design have significant influence
v
on customer experience dimensions. Additionally, the findings reveal that there is
no significant influence of customer characteristics (gender, age, education,
employment status and income) as a moderating variable strength the relation
between website features and customer experience dimensions. The results indicate
that gamification will enable e-banking to be used by customers and that it
strengthens their financial literacy and encourages electronic transactions. This
research provides insightful guidance that can be considered for website design, and
e-banking content by marketing, information technology, and business teams
employed in e-banks.