Gratification Sought in Gamification on Mobile Payment

The trend of mobile payment in Indonesia is rapidly growing since BI as Indonesia's central bank has initiated a movement called “Gerakan Nasional Non Tunai” (national cashless movement). this movement drove the emergence of several mobile payment systems, with GO-PAY from GO-JEK dominates the market. this paper aims to explore the motives of GO-PAY users in using gamification, as one of the loyalty programs, by using uses and gratification(U&G) perspectives. U&G perspectives was successfully implemented to identify the factors that effect on continuous intention to use a variety of media, but its application in mobile payment context is still limited. our results revealed three types of gratification that have significant impacts on user motivation to continue to use GO-PAY: hedonic gratification (perceived enjoyment and passing the time), utilitarian gratification (ease of use, self-presentation, information quality, and economic rewards), and social gratification (social value).