ScholarWorks@중앙대학교

초록

As the senior generation emerges as a key user group in the digital financial market, there is a growing need for mobile banking service strategies that reflect their characteristics. This study aims to examine whether gamification elements-introduced to promote mobile banking app usage-positively influence not only the MZ generation but also the active senior generation. Through literature review, case analysis, and survey research, appropriate gamification elements were identified, and guidelines for enhancing user experience (UX) in mobile banking apps were proposed. The analysis revealed that, for active seniors, onboarding and progress bars improved comprehension and accessibility in the account inquiry/transfer stage, while progress bars enhanced visibility and recognizability through visual structuring in the spending history/management stage. In the asset management/preference stage, progress bars elicited positive responses in terms of satisfaction and manipulability, whereas onboarding and quests showed relatively low responses. Overall, progress bars consistently generated stable positive responses across all stages, whereas onboarding elicited varying responses depending on stage characteristics. These findings highlight the necessity of stage-specific UX strategies that reflect the characteristics of active seniors when designing mobile banking apps. This study holds academic significance by providing empirical evidence on active seniors, while also offering practical implications and concrete guidelines for financial institutions seeking to develop senior-friendly services.

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