b2b

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Abstract This research explores the influence that gamification may have upon the behavioural intentions of new business software users towards the adoption of information technology. Many businesses operating within the business to business (B2B) software as a service (SaaS) industry experience a high rate of churn from new customers, particularly during the onboarding process. This is a phenomenon that can be linked to the compatibility of these systems with existing business processes and norms as well as their perceived complexity– many have a wide array of features on offer and a steep learning curve, that can cause anxiety or ineffective use among novice users....