ĐỔI MỚI TRẢI NGHIỆM NGƯỜI DÙNG MOBILE BANKING THÔNG QUA GAMIFICATION: TIẾP CẬN CHIẾN LƯỢC CHO THỊ TRƯỜNG VIỆT NAM

[1]. Adam, M., Toutaoui, J., Pfeuffer, N., & Hinz, O. (2019). Investment decisions with robo-advisors: The role of anthropomorphism and personalized anchors in recommendations. In Proceedings of the 27th European Conference on Information Systems (ECIS 2019). AIS Electronic Library (AISeL). https://aisel.aisnet.org/ecis 20 19_rp/33

[2]. Adjust. (2025). Tiêu điểm thị trường ứng dụng di động: Việt Nam 2025 - Báo cáo Benchmark và thông tin phân tích hiệu suất ứng dụng (tr.12-18).

[3]. Agrawal, A., Gans, J., & Goldfarb, A. (2016, November 17). The simple economics of machine intelligence. Harvard Business Review. https://hbr. org/2016/11/the-simple-economics-of- machine-intelligence

[4]. Bộ Chính trị. (2024, 22 tháng 12). Nghị quyết số 57-NQ/TW về đột phá phát triển khoa học, công nghệ, đổi mới sáng tạo và chuyển đổi số quốc gia. https://thuvienphapluat.vn/ van-ban/Cong-nghe-thong-tin/Nghi- quyet-57-NQ-TW-2024-dot-pha-phat- trien-khoa-hoc-cong-nghe-doi-moi- sang-tao-637245.aspx.

[5]. Cục Thống kê - Bộ Tài chính (2024). Thông cáo báo chí kết quả điều tra dân số và nhà ở giữa kỳ năm 2024, 11/08/2025. https://www.nso.gov.vn/ du-lieu-va-so-lieu-thong-ke/2025/01/ thong-cao-bao-chi-ket-qua-dieu-tra- dan-so-va-nha-o-giua-ky-nam-2024/

[6]. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification. Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, 9-15. https://doi. org/10.1145/2181037.2181040

[7]. Dhara Mandaliya (2023), Revolut marketing strategy: Growth hacks, referrals, and gamification, https:// www.marketingmonk.so/p/revolu t-marketing-strategy-growth-hacks -referrals-and-gamification-8da0ee a2f1ee784.

[8]. Edward L. Deci, Richard M. Ryan (1985), Intrinsic Motivation and Self-determination in Human Behavior, Springer Science & Business Media, tr. 3-15.

[9]. Febrian, D.; Simanjuntak, M.; Hasanah, N. (2021). The Effect of Benefits Offered and Customer Experience on Re-use Intention of Mobile Banking through Customer Satisfaction and Trust. Jurnal Keuang Dan Perbankan, 25(3), 551-

https://doi.org/10.26905/jkdp. v25i3.5879

[10]. Fikri A, Nurmalina R, Najib M, Simanjuntak M. 2019. The Effect of Reputation on Online Repurchase Intention of Fruits/Vegetables in Indonesia With Emotional and Perceived Risk as Antecedent: Based on The Stimulus-Organism-Response Model. Jurnal Manajemen dan Agribisnis. 16(2):111-122.

[11]. Google Play Store Vietnam. (2025). App ratings and install counts. https:// play.google.com/store

[12]. Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? - A literature review of empirical studies on gamification. Proceedings of the 47th Hawaii International Conference on System Sciences, 3025-3034. https://doi.org/10.1109/ HICSS.2014.377

[13]. Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? - A literature review of empirical studies on gamification. Proceedings of the 47th Hawaii International Conference on System Sciences, 3025- 3034. IEEE. https://doi.org/10.1109/ HICSS.2014.377

[14]. Hayes, A. S. (2023). Irrational together: The social forces that invisibly shape our economic behavior. Routledge. https://press.uchicago.edu/ucp/books/ book/chicago/I/bo246612893.html

[15]. Hentati, A., & Jallouli, R. (2025). Gamification of Mobile Banking Applications: A Systematic Literature Review. Journal of Telecommunications & the Digital Economy, 13(1), 12-32. https://doi.org/10.18080/jtde.v13 n1. 1220

[16]. https://www.adjust.com/vi/resources/ ebooks/vietnam-app-trends-2025/ ?utm_medium=release-vi&utm_sourc e=PR

[17]. J. Krath, L. Schürmann, and H. F. Von Korflesch, Revealing the Theoretical Basis of Gamification: A Systematic Review and Analysis of Theory in Research on Gamification, Serious Games and Game-Based Learning. Computers in Human Behavior 125 (2021): 106963, https://doi.org/1 0.10 16/j.chb.2021.106963.

[18]. Joris De Koninck (2023). 5 ways Revolut creates the best banking app with gamification https://strivecloud.io/ blog/gamification-examples-banking.

[19]. Juho Hamari, Jonna Koivisto, Harri Sarsa (2014), Does gamification work? - A literature review of empirical studies on gamification. Proceedings of the 47th Hawaii International Conference on System Sciences (HICSS), IEEE, tr. 3025-3034. https://doi.org/10.1109/ HICSS.2014.377

[20]. Julia Krath, Leonie Schürmann, Hubert F. von Korflesch (2021). Revealing the theoretical basis of gamification: A systematic review and analysis of theory in research on gamification, serious games and game-based learning. Computers in Human Behavior, số 125, tr. 106963. https://doi.org/10.1016/j.ch b.2021.106963

[21]. Kai Huotari, Juho Hamari (2012), Defining gamification: A service marketing perspective. Proceedings of the 16th International Academic MindTrek Conference, ACM, tr. 17-22. https://doi.org/10.1145/2393132.2393137

[22]. Kemp, S. (2024). Digital 2024: Vietnam. Datareportal. https://datareportal.com/ reports/digital-2024-vietnam

[23]. Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210. https://doi.org/10.1016/j.ijinfomgt.2018.10.013

[24]. Liébana-Cabanillas F, Muñoz-Leiva F, Sánchez-Fernández J, Viedma-del Jesús MI. 2016. The moderating effect of user experience on satisfaction with electronic banking: empirical evidence from the Spanish case. Inf Syst E-bus Manag. 14(1):141-165. https://doi.org/10.1007/s10257-015-0277-4.

[25]. Mantala, R.; Firdaus, MR. (2016). Pengaruh customer experience terhadap customer satisfaction pada pengguna smartphone android (studi pada mahasiswa politeknik negeri banjarmasin). JWM (Jurnal Wawasan Manajemen), 4(2), 153-164.

[26]. MarketingMonk. (2023). Revolut marketing strategy: Growth hacks, referrals, and gamification. https:// www.marketingmonk.so/p/revolut- marketing-strategy-growth-hacks-re ferrals-and-gamification-8da0eea2 f1ee7849

[27]. Minh Ngọc, (2025). Ứng dụng ngân hàng đang chiếm ưu thế hơn các nền tảng Fintech tại Việt Nam. Tạp chí thị trường Tài chính tiền tệ. https:// thitruongtaichinhtiente.vn/ung-dung- ngan-hang-dang-chiem-uu-the-hon- cac-nen-tang-fintech-tai-viet-nam- 67434.html

[28]. Mordor Intelligence. Vietnam mobile payments market size 2025. https:// www.mordorintelligence.com/indus try-reports/vietnam-mobile-payments- market.

[29]. Mulyono S. H., Djatmiko T. (2018). Pengaruh Customer Experience Terhadap Customer Satisfaction di Tokopedia. e-Proceeding Manag. 5(2):1843-1848.

[30]. Prasetyaningrum, P. T., Purwanto, P., & Rochim, A. F. (2022, July). Gamification on mobile banking application: A literature review. In 2022 1st International Conference on Information System & Information Technology (ICISIT) (pp. 222-227). IEEE. https://doi.org/10.1109/ICIS IT5 4091.2022.9873034.

[31]. Sardi, L., Idri, A., & Fernández- Alemán, J. L. (2017). A systematic review of gamification in e-Health. Journal of Biomedical Informatics, 71, 31-48. https://doi.org/10.1016/j.jbi.2017.05.011

[32]. Sebastian Deterding, Dan Dixon, Rilla Khaled, & Lennart Nacke (2011). From Game Design Elements to Gamefulness: Defining “Gamification”. Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, ACM, tr. 9-15. https:// doi.org/10.1145/2181037.2181040

[33]. Setiyawati, N., & Bangkalang, D. H. (2022, September). The Comparison of Evaluation on User Experience and Usability of Mobile Banking Applications Using User Experience Questionnaire and System Usability Scale. In Proceedings (Vol. 82, No. 1,p. 87). MDPI. https://doi.org/10.3390/ proceedings2022082087

[34]. Simanjuntak M, Nur HR, Sartono B, Sabri MF. 2020a. A general structural equation model of the emotions and re-purchase intention in modern retail. Management Science Letter. 10(4):801- 814. https://doi.org/10.5267/j.msl.2019.10.017.

[35]. StriveCloud. (2023). Gamification examples in banking. https://strive clo ud.io/blog/gamification-examples- banking

[36]. Tran, V. T., Nguyen, H.-T., & Banka, M. (2024). Identifying gamification factors for digital banking service users in Vietnam: Extending TAM model with gamification and perceived value. Cogent Business & Management, 11(1), 2398730. tr. 1-23. https://www. tandfonline.com/doi/pdf/10.1080/2331 1975.2024.2398730.

[37]. TriPlayZ, Bringing Gamification to Digital Banking - Techcombank (Campaign “Khai Lễ Đại Cát”), https:// triplayz.com/bringing-gamification-to- digital-banking-techcombank/.

[38]. Vietnam News (2025). Viet Nam targets US$2.4 billion in gaming industry revenue by 2029. Việt Nam News. https://vietnamnews.vn/econ om y/1716994/viet-nam-targets-us-2-4-bi llion-in-gaming-industry-revenue-by- 2029.html.

[39]. Yu-kai Chou (2019), Actionable Gamification: Beyond Points, Badges, and Leaderboards, Packt Publishing, tr. 25-48.