Investigating Antecedent Factors’ Mediating and Moderating Effects on the Pathway between Gamification’s Emotional Mechanics and Value Co-Creation Behavior – A Case Study of the Chinese Mobile Banking Industry

Abstract

Aim/Purpose: Despite the growing significance of mobile banking (M-banking) in the financial industry of emerging economies such as China, market penetration rates have declined due to increased competition from financial technology firms. While existing research has primarily concentrated on M-banking adoption, there is a notable lack of studies examining customers' post-adoption behaviors, particularly regarding Customer Value Co-Creation Behavior (CVCCB) and its psycho-emotive antecedents. Furthermore, the role of Gamification’s Emotional Mechanics (GEM) in influencing customer engagement (CE) and CVCCB within the Chinese M-banking context remains unexplored.

Introduction/Background: This research addressed this gap by examining the influence of GEM on CVCCB in the Chinese M-banking sector. Additionally, it investigated the mediating role of CE and the moderating effect of generational differences, using Stimulus-Organism-Response theory and generational theory. This study provides important insights for financial institutions seeking to enhance customer engagement and maintain competitiveness in evolving digital financial landscapes.

Methodology: This study utilized structural equation modeling, path analysis, moderation and mediation analysis, with SPSS and AMOS statistical software. The target population comprised Chinese M-banking users, estimated to exceed 1.01 billion. A total of 550 usable survey responses were collected, surpassing the minimum required sample size of 399. Participants were recruited from a large public university in Shenyang using purposive sampling. Snowballing sampling technique was employed to extend participation to individuals residing in various Chinese provinces, thus enhancing sample representativeness.

The research used an online self-administered questionnaire that incorporated validated measurement scales adapted from existing literature. To ensure the accuracy of translated text, the survey instrument underwent a back-to-back translation process between English and Chinese by bilingual specialists. Statistical analysis commenced with assessments of normality, reliability, validity, common method bias, and multi-collinearity, followed by structural equation modeling, path analysis, and moderation and mediation testing.

Findings: Research findings indicated that customers' affective engagement had a significant influence on CVCCB, which is consistent with earlier studies highlighting the role of affective emotional responses as a critical antecedent of CVCCB. Moreover, results supported the positive effect of GEM on CVCCB, aligning with previous research. Additionally, the study found that affective engagement played a significant mediating role in the relationship between GEM and CVCCB, which was in line with prior studies suggesting that GEM indirectly influences CVCCB through CE.

Furthermore, research highlighted that generational differences significantly moderated the relationship between affective engagement and CVCCB, but did not moderate the relationship between GEM and affective engagement. This finding is consistent with prior research indicating that customers from different generational groups exhibit distinct patterns of CVCCB, while emotional mechanisms in gamification do not differ in impact across generations.

Contribution/Impact on Society: This study contributes to the existing body of knowledge by providing a deeper understanding of antecedents that influence CVCCB. By examining the impact of demographic factors such as gender and age on CVCCB, the research revealed how these variables shape CE in collaborative activities, such as information sharing and seeking. The findings emphasize the importance of understanding the nuances of customer behavior, particularly in the context of digital finance, and how these behaviors impact the effectiveness of M-banking services.

The broader implications of the study’s findings extend to both academic research and practical applications in digital finance and M-banking. For researchers, the study provides valuable evidence that contributes to the relatively underexplored literature on customer behavior in digital platforms, particularly within a Chinese context. This research enhances the understanding of several antecedent factors that affect CE in M-banking and their subsequent contributions to the value co-creation process. From a practical standpoint, the identification of key factors influencing customer behavior can help financial institutions design effective strategies and personalized services that cater to diverse customer needs, leading to more effective customer retention and improved service design.

Recommendations: The study suggests that practitioners in mobile banking should tailor their marketing strategies to specific demographic factors, including age, gender, income, and education. Younger customers, who are typically more engaged with innovative features, may respond well to promotions that highlight advanced functionalities, while female customers may prefer more collaborative engagement strategies. It is essential for practitioners to design personalized customer experiences that cater to diverse preferences and enhance communication and collaboration.

Research Limitation: Several limitations were addressed in this research. The sample was primarily drawn from Shenyang, China, which limited the generalizability of the findings to other regions or countries. Additionally, the study relied on self-reported data, which may introduce biases such as social desirability or inaccuracies in self-perception. Furthermore, the cross-sectional design of the study prevented causal inferences, as the data represented only a snapshot in time.

Future Research: Future research should employ longitudinal designs to investigate the causal relationships between customer characteristics and their engagement in CVCCB activities. Expanding the study to encompass diverse cultural and economic contexts would enhance its generalizability. Additionally, investigating the influence of emerging technologies, such as artificial intelligence (AI), and exploring moderating factors, such as trust and security, could provide deeper insights into mobile banking customer behavior. These future research directions would enrich the findings and contribute to the further development of knowledge in this field.