Engagement through gamification: The role of fintech in enhancing user motivation for achieving financial goals

Abstract

This study investigates the impact of gamification on user behavior, focusing on behavioral intention, perceived usefulness, and enjoyment in FinTech applications. The concept of gamification by FinTech had one single thinking point: to make every basic financial transaction fun and enhance the user experience by incorporating fun in basic financial transactions. The research adopts a quantitative approach to explore how gamified features influence users’ engagement with the platforms, their perceived utility of these features, and their enjoyment while using the applications. The findings reveal a significant positive relationship between gamified features and users’ behavioral intentions to use  gamified features to attain their financial goals, mediated by perceived usefulness and moderated by enjoyment. Game enjoyment further enhances this engagement, suggesting that FinTech applications should balance functionality with user enjoyment to maintain long-term engagement. This study provides valuable insights for FinTech developers, emphasizing the importance of continuous innovation in gamification strategies to help them achieve their financial goals.