The Role of Gamification as a Growth Hacking Strategy in the Adoption Disruptive Innovation Model in Mobile Payment Applications (Case study: Students of Guilan University)

The development of various application softwares with gamification features has created a new trend in the business world. With the increasing number of businesses adopting gamification techniques to increase customer engagement, this phenomenon has become an emerging technique in business. Despite this growing trend, marketing literature continues to lack models that explain the use of gamification in understanding customers' acceptance of a disruptive innovation. The purpose of this study was to investigate the intention of accepting a mobile payment application within the framework of an integrated model derived from the Christensen Innovation Adoption Model by adding gamification variable. The purpose of this research is applied and its method is descriptive correlations. 211 questionnaires were collected in a cluster sampling. Reliability of the questionnaire was verified by assessing internal consistency and validity through congruent and divergent validity. The analysis of hypotheses was done in the form of structural equation modeling with the help of Smart PLS2 software. The results showed that gamification along with other variables of the Davies technology adoption model had a significant impact on the adoption of mobile payment software as a disruptive innovation.