Gen Z Perceptions on Government Gamification Initiatives to Reduce Shadow Economy in North Macedonia

Abstract

This study examines the role of the MojDDV app, a gamification initiative designed to increase fiscal transparency and curb the shadow economy in North Macedonia, by engaging citizens in reporting their purchases through receipt scanning. Leveraging the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this research investigates how the constructs of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions impact Generation Z's intention to use MojDDV. The UTAUT model is implemented to understand factors that drive or hinder app adoption, ultimately aiming to identify how gamification can incentivize responsible fiscal behaviour and transparency. Data was collected via a structured questionnaire, and multiple regression analysis was conducted to determine the relationships between these constructs and intention to use. The findings reveal that Facilitating Conditions and Social Influence are significant predictors of intention to use, underscoring the importance of resource accessibility and social encouragement in fostering app engagement. While both Performance Expectancy and Effort Expectancy are positively associated with intention to use, their effects are not statistically significant. This suggests that providing practical support and leveraging social networks may be more impactful for adoption than user expectations of ease and performance. These insights recommend that policymakers focus on enhancing facilitating conditions and social influence mechanisms to boost the effectiveness of gamification initiatives like MojDDV. Future studies could examine additional factors that affect app engagement and employ longitudinal methods to assess changes in user behaviour over time. This research contributes to a deeper understanding of how gamification strategies can support fiscal transparency efforts, offering valuable guidance for developing public sector innovations aimed at reducing the shadow economy.