GENDER DIFFERENCES IN GEN Z IN GAMIFIED APP ENGAGEMENT: THE CASE OF THE MOJDDV APP

Abstract

This study examines gender differences in Generation Z’s engagement with the MojDDV app, a gamification initiative designed to reduce tax evasion and promote fiscal transparency in North Macedonia. The research aims to explore how gender shapes app usage and the influence of key factors—performance expectancy, effort expectancy, social influence, and facilitating conditions—on behavioral intention to use the app.

A structured questionnaire was distributed to 120 Generation Z users of the MojDDV app, equally representing male and female participants. The data were analyzed using descriptive and inferential statistics, including independent samples t-tests and multiple regression analysis, to identify gender-specific engagement patterns.

The findings reveal significant gender differences, with females reporting higher levels of social influence and overall engagement with the app compared to males. Social influence emerged as the most significant predictor of behavioral intention, particularly for female users, while facilitating conditions also played a key role in driving app usage. Conversely, performance expectancy and effort expectancy showed no significant gender differences, though both positively influenced overall app engagement.

These results highlight the importance of gender-specific strategies to enhance engagement with government-led gamification initiatives. Leveraging social networks and providing reliable technical support can significantly increase app adoption, particularly among women, fostering broader participation in digital fiscal systems.