Gamification Reward in Indonesia's e-wallet Market

Abstract

There is a growing trend of implementing a reward program in e-wallet market in Indonesia with a gamification concept. Understanding innovation adoption towards program can help to see the program performance from users' perspective. The objective of this research to investigate users' innovation and adoption towards the reward program with perceived attributes of innovation from Diffusion of Innovation (DOI) theory by using Exploratory Factor Analysis and Binary Logistic Regression and using the demographic variables to see the association between those variables towards the innovation adoption. This study is done by conducting a cross-sectional survey of 697 users in Indonesia to represent Indonesia's market. Among all variables, Relative Advantage, Compatibility and Trialability significantly influence the innovation adoption. This research results can help e-wallet company to determine the next move by considering the program's innovation adoption.