핀테크 서비스 게이미피케이션이 소비자 만족과지속사용의도에 미치는 영향: 승부욕과 연령의 조절효과

This study examines the effects of gamification elements in fintech services on consumersatisfaction and continuance intention, focusing on the moderating roles of competitiveness asa dispositional factor and age as a life-cycle factor. As fintech platforms increasingly emphasizeuser experience alongside functional efficiency, gamification has become an important designstrategy for fostering engagement. However, existing research has paid limited attention tohow individual characteristics shape the effectiveness of gamification, creating a need for amore differentiated understanding of consumer responses. An online survey was conducted with 300 users of the fintech platform Toss who had used theapplication within the previous three months and had participated in gamified promotionalactivities. Using SPSS 29.0, descriptive analyses, exploratory factor analysis, multiple regressionanalysis, and hierarchical regression analysis were performed. Gamification was operationalizedas a multidimensional construct consisting of reward, social relatedness, competition, and goalorientation, while consumer satisfaction and continuance intention were examined as keyoutcome variables. The results show that users perceived gamification elements most strongly in terms of goalorientation, followed by reward, social relatedness, and competition. Regression analyses revealed that reward and goal orientation exerted the strongest positive effects on both satisfaction andcontinuance intention, whereas social relatedness had a significant but comparatively weakerinfluence. Competition positively affected satisfaction but did not significantly influence continuanceintention, suggesting that competitive stimulation may enhance short-term enjoyment but haslimited effectiveness in promoting sustained use. Moderation analyses further demonstratedthat competitiveness and age systematically altered the effects of gamification elements. Specifically, higher competitiveness strengthened the positive effects of goal orientation onboth satisfaction and continuance intention, while weakening the effect of social relatedness onsatisfaction. In addition, higher age amplified the influence of reward on satisfaction andcontinuance intention but attenuated the effect of goal orientation. These findings indicate that the effectiveness of gamification in fintech services is not uniformbut varies according to consumers’ psychological dispositions and life-cycle characteristics. Thisstudy extends gamification research into the fintech consumer behavior context and providesempirical evidence that personalized gamification strategies based on competitiveness and ageare critical for enhancing consumer satisfaction and sustaining long-term platform use.