What Happens When Sustainability Meets e-Banking? A Delighted Message from the Gamification

Abstract

This study aims to assess the effects of gamification in e-banking services to raise users' awareness about sustainability and to encourage them to behave in an environmentally friendly manner. Anchored in the VBN and TAM, it hypothesizes a moderated mediation framework. The study conducted a questionnaire from 264 banking users in China. R, PROCESS, and CB-SEM were utilized to examine the hypothesis. Rasch model analysis was performed to evaluate the data. For predictive analysis, both a neural network and a random forest suggested that the model fit well. The results from the moderated mediated model indicated that gamification (GAM) positively influences sustainable e-banking behavior (SB). The relationship is partially mediated by perceived ease of use (PE) and perceived usefulness (PU). However, environmental awareness (ENV) showed insignificant moderation. The findings enable banks to identify aspects they should focus on, such as gamification and environmental awareness, to enhance their sustainable e-banking behavior.

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