Abstract
The aim of this systematic literature review paper is to explore the existing literature on the adoption of gamification within a mobile banking context. Since gamification in the general banking context is at a nascent stage both in research and practice, the TCCM framework was adopted to explore existing literature and make inferences for further research.
Findings from the literature review synthesis exposed various areas of potential contribution within the gamification in mobile banking context. The study emphasises on the need to explore the effect of game-design elements in the mobile banking domain. Furthermore, due to the overemphasis on the quantitative research design, further studies should adopt mixed methods design to uncover relevant themes and insights and provide a deeper understanding of the concept of gamification in mobile banking. Lastly, the use of social and psychological theories in the gamification for mobile banking context is greatly emphasized in this research.
Within the mobile banking sector, this research provides insight into the hedonic, utilitarian, and social value effects of gamification adoption to enhance the adoption of sustainable financial behaviours and improve the subjective financial well-being of gamified mobile banking customers.