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This study investigates the effects of discontinuing gamification in mobile banking on user behaviors, utilizing a natural experiment from a Latin American bank that temporarily halted its reward module. The findings reveal that the discontinuation led to significant declines in app logins, bill payments, and loan repayments, particularly among newer users, highlighting the necessity of maintaining gamification to sustain these behaviors over time. The research contributes to the understanding of gamificati

Author

anabi

Language

EN