Abstract
Gamification is widely regarded as a positive driver of consumer behavior; however, research on its effects on value co-creation remains limited. To address this gap, this study extends the Stimulus-Organism-Response (S-O-R) framework integrated with Service-Dominant Logic (SDL) to explain users’ psychological processes and behaviors in the e-wallet context. Data from 428 users with gamified experiences were analyzed using SmartPLS 4.1.1.2. The results show that gamification positively influences value co-creation through customer experience and brand love, while brand trust moderates the relationship between experience and brand love. This study extends the S-O-R framework to the e-wallet environment by clarifying the role of internal psychological factors and reinforces the SDL perspective that customers act as co-creators of value. The findings suggest that firms should view gamification as a holistic experiential strategy, combining authenticity, personalization, and behavioral data analytics to nurture affective bonds, strengthen trust, and promote value co-creation in e-wallet services.
