The world of mobile payments, particularly in India, has seen exponential growth, driven by digitalization and
consumer behavioral shifts. This study investigates the factors influencing users' continued usage intention (CI) of Google Pay
(GPay), with a specific focus on the effect of gamified features such as scratch cards, rewards, and interactive tasks. A
quantitative research design was employed, surveying 300 GPay users. Data analysis, including regression analysis, revealed
that Performance Expectancy (PE), Hedonic Motivation (HM), and Satisfaction (S) are statistically significant positive
predictors of CI, with R² values of 0.019 (p=0.018), 0.017 (p=0.026), and 0.020 (p=0.015), respectively. The study confirms
that gamified elements significantly enhance user engagement and hedonic motivation. However, Facilitating Conditions
(FC), Social Influence (SI), Perceived Value (PV), and Gamification (G), as independent variables against CI, showed no
meaningful predictive power in their respective simple regression models. The majority of the highly engaged user base is
young, consisting of single students, primarily using Android smartphones in Tier-2 cities. These findings underscore that
intrinsic, enjoyment-based motivations and perceived functionality are key to sustaining long-term engagement on GPay,
suggesting that providers must continue to innovate with gamified experiences while reinforcing core security and ease-of-use
features.
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