|
Authors Hung-Tai Tsou, Hsuan-Yu Hsu & Yu-Te Liao Pages 123–145 Keywords Gamification mechanisms, Enjoyment, Customer engagement, Purchase green financing products intention |
How to Cite Tsou, H.-T., Hsu, H.-Y., & Liao, Y.-T. (2025). A study on enhancing the intention to purchase green
|
Abstract
Purpose – Given the Green Finance Action Plan 3.0, this study explores how financial practitioners use gamification mechanics to enhance purchase green financing products intention.
Design/methodology/approach – An online qu estionnaire was designed and a total of 217 valid responses were collected. The data was analyzed using the AMOS software.
Findings – The results reveal that gamification mechanics bring enjoyment to consumers and can increase customer engagement. Furtherm ore, when consumers experience enjoyment, it enhances customer engagement, ultimately leading to the intention to purchase green financing products.
Research limitations/implications – In the future, different gamification mechanisms can be developed or gr een financing products can be classified for exploration.
Practical implications/Social implications –
When promoting the marketing of green financing products, financial practitioners can introduce gamification mechanisms and evoke consumer enjoyment emot ions to enhance customer engagement, thereby enhancing the intention to purchase green financing products.
Originality/value – Financial practitioners can utilize the gamification mechanisms to provide consumers with innovative marketing experiences and en hance engagement activities. While bringing profits to practitioners, they can also implement green finance, expand the green finance market, and achieve a win win situation of capital and sustainability.