•Riya Gupta : 07

Gen Z & the •Nilesh Mahajan: 14

Impact of •Adnan Sheikh : 15
Gamification • Shubham Maurya : 16
on their •Rishil Shetty: 20
Enhanced •Nitai Adhikari : 52
Engagement to
use mobile
payment apps
 This study explores how Gen Z interacts with mobile
payment apps and how gamification features influence their
engagement. The key reasons for conducting this research
are:

1. Rise of Digital Payments – More people are using

mobile payment apps, making it important to

Rationale 2.
understand what keeps them engaged.
Effectiveness of Gamification – Features like rewards

of the and cashback attract users, but it’s unclear if they keep
people interested over time.

Study 3. Changing User Interests – The study looks at

whether users lose interest in these features after some
time and what keeps them coming back.
4. Other Important Factors – While gamification is fun,
users also value ease of use, security, and
personalization. This study examines how these factors
affect their choices.
5. Helping Businesses Improve – The findings will help
mobile payment companies create better strategies to
keep users engaged for the long term.
 • To evaluate how gamification
impacts Gen Z's mobile payment
app engagement over time.
• To determine if ease of use,
security, and seamless
Objective transactions, rather than
gamification, primarily drive Gen
of the Z's mobile payment app usage.
• To analyze if personalized rewards
Study better enhance user engagement
than generic ones.
• To investigate if simplicity,
personalization, and ease of
transactions influence Gen Z's
preference for third-party payment
apps over bank apps.
Literature Review
1] Gamification in Financial Applications: Its Impact on Financial Literacy and
Investment Behavior Among Gen Z : Analyzing how gamified financial apps influence Gen
Z’s financial literacy, investment behavior, and long-term financial discipline.
2] The Role of Gamification in Digital Payment Adoption: A Study on Generation Z’s
Financial Engagement: Examining how gamification influences Gen Z’s adoption and
retention of digital payment platforms, with long-term use driven by ease of use and security.
3] Gamification in Banking: Banks and FinTech's use gamification in various ways, facing
regulatory challenges while expanding into full financial platforms.
4] Gamification and Gen Z in Higher Education: A Systematic Review : This study
explores gamification in higher education, highlighting Gen Z's preference for interactive
learning. While methods like leaderboards and badges enhance engagement, challenges
remain in educator readiness and long-term impact.
5] Gamification in Mobile E-Commerce: Engaging Gen Z : Gamification boosts
engagement in mobile e-commerce but has little impact on long-term loyalty. Gen Z values
product quality, pricing, and convenience over gamified features.
Research
Methodology
Type of Research: Mixed Method
Approach

Qualitative Research:
• Instrument: Semi-structured interviews
• Purpose: To gather in-depth qualitative
insights into Gen Z participants'
experiences with mobile payment apps
and their views on gamification.
• Participants: 5 Gen Z participants
• Participant Selection: Participants
were selected to represent different age
groups within Gen Z, with a focus on the
18-21 and 22-24 age brackets.
Research
Methodology
Quantitative Research:

Research Instrument: Survey

• Purpose: To collect quantitative
data on Gen Z's perceptions and
usage patterns of mobile payment
apps.
• Respondents: 102
• Survey Focus: The survey included
questions on perceived
effectiveness of gamification
elements, app preferences, ease of
use, and other relevant factors.
 Statistical Techniques/Tests:

• Wilcoxon Signed-Rank Test:

Purpose: To assess the change in perception of gamification
elements over time.

• Factor Analysis:
Purpose: To explore the underlying dimensions influencing the
Research usage of mobile payment apps and perceptions among Gen Z
users.

Methodolo Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy:

Used to assess the suitability of the data for factor analysis.

gy Bartlett's Test of Sphericity: Used to test the null hypothesis

that the correlation matrix is an identity matrix.

• Chi-Square Tests:
Purpose: To analyze the relationship between categorical
variables.
Pearson Chi-Square Test: Used to assess the independence of
two categorical variables, specifically the relationship between
perceived ease of use and app preference for day-to-day
transactions.
Research
Methodology
1. Nature of Data: Secondary
& Primary data
• Secondary Data: Research
Papers.
• Primary Data: Questionnaire
using a sample size of 100+
respondents, Interviews with 5
Gen Z participants .

2. Analysis Tools used: SPSS

/ Excel
Data Analysis and
Interpretation
• Age Group: 18-24 years, predominantly students and young professionals.
• Frequent Usage: Daily or multiple times a week.
• Top Apps: Google Pay, PhonePe, Paytm .
• Key Motivators: Ease of use, security, and rewards.
• Gamification Impact: Initially engaging, but its effectiveness diminishes over
time (51% of respondents find it less relevant).
• App Preference Factors: Fewer Clicks for Transactions, Security and Ease of
use are paramount.
• Gamification Needs: Personalization and updates are necessary for long-
term engagement.
• Final Insight: Gen Z prioritizes seamless transactions (requiring fewer clicks)
over gamification features.
Objective
Analysis
Objective 1: To evaluate how gamification impacts
Gen Z's mobile payment app engagement over time.
Analysis: The study uses the Wilcoxon Signed-Rank
Test to analyze the change in perception of gamification
elements over time. The findings suggest that while
gamification can initially attract users, its long-term
effectiveness is questionable.

Objective 2: To determine if ease of use, security, and

seamless transactions, rather than gamification,
primarily drive Gen Z's mobile payment app usage.
Analysis: Factor analysis is employed to explore the
underlying dimensions that influence the usage and
perceptions of mobile payment apps among Gen Z
users. The results indicate that core functionality,
characterized by ease of use, security, and
seamlessness, is paramount for Gen Z users.
Objective
Analysis
Objective 3: To analyze if personalized rewards better
enhance user engagement than generic ones.
Analysis: The factor analysis also highlights the
importance of value and personalization, suggesting
that users are more likely to engage with apps that
provide ongoing relevance and tailor rewards to their
specific needs.

Objective 4: To investigate if simplicity,

personalization, and ease of transactions influence Gen
Z's preference for third-party payment apps over bank
apps.
Analysis: Chi-Square tests was used to analyze the
relationship between categorical variables, specifically
the relationship between perceived ease of use and app
preference. The findings indicate that ease of use plays
a critical role in shaping user preferences for mobile
payment apps, with smoother, more user-friendly apps
influencing the choice of third-party payment options.
Hypothesis Testing
Primary Hypothesis : Gamification elements (cashbacks,
vouchers, rewards) initially boost Gen Z's mobile payment app
engagement, but this effect diminishes over time if the
rewards become less relevant or valuable.
• Statistical Hypotheses: H0​(Null Hypothesis): There is
no significant change in the perception of gamification
features in mobile payment apps over time; users perceive
them as equally relevant and valuable.
• H1​(Alternative Hypothesis): There is a significant
change in the perception of gamification features over time;
users' perception of the relevance and value of these
features decreases.
The Wilcoxon Signed-Rank Test led to the rejection of the null
hypothesis (H0​), indicating a significant difference in users'
perception of gamification rewards over time (p < 0.05).
Hypothesis
Testing
Primary Hypothesis : The perceived ease
of use of a mobile payment app influences
Gen Z's preference for using third-party
payment apps over bank apps for daily
transactions.
• Statistical Hypotheses: H0​(Null
Hypothesis): There is no relationship
between an app's ease of use and the type
of app preferred for daily transactions
(third-party vs. bank app).
• H1​(Alternative Hypothesis): There is a
relationship between an app's ease of use
and the type of app preferred for daily
transactions.
The Pearson Chi-Square test revealed a
significant relationship between perceived
ease of use and app preference (p = 0.047).
Factor Analysis

Factor analysis revealed four key dimensions influencing Gen Z's

mobile payment app behavior:
• Factor 1: Core Functionality: High loadings on ease of use,
security, and seamlessness importance, indicating these are
primary user priorities.
• Factor 2: Initial Engagement & Present Gamification:
Positive loading on initial satisfaction but negative loading on
gamification features influence, suggesting gamification's initial
appeal wanes over time.
• Factor 3: Value & Personalization: High loadings on current
relevance/value and likelihood of increased use with personalized
rewards, emphasizing the importance of sustained value and
tailored incentives.
• Factor 4: Functionality vs. Gamification Focus: High loading
on user opinions about app priorities, indicating users have
specific expectations about desired features and benefits
 • Gamification initially attracts Gen Z
users to mobile payment apps, but its
relevance and value decrease over time.

• Core functionality (ease of use, security,

seamlessness) is crucial for Gen Z's long-

Key term engagement.

• Gen Z's app usage is influenced by core

Findings functionality, initial

engagement/gamification (where
gamification's appeal decreases over
time), value/personalization, and app
priority expectations.
• Users who find their preferred app easy
to use are more likely to favor third-party
payment apps for daily transactions.
Conclusion
• Gamification initially boosts
engagement but may decline in impact
over time.
• Gen Z values ease of use, security, and
personalization over game-like features.
• Personalized rewards are more
effective in maintaining engagement
than generic ones.
• Third-party payment apps are preferred
due to their simplicity and seamless
experience.
• To sustain long-term usage,
gamification should complement core
app functionalities.
Recommendation
• Enhance Long-Term Engagement: Gamification should evolve with
dynamic and personalized rewards to maintain user interest.
• Prioritize Core Functionalities: Focus on ease of use, security, and
seamless transactions to drive sustained app usage.
• Leverage Personalization: Offer contextually relevant rewards (e.g.,
preferred brand vouchers) to increase engagement.
• Balance Gamification & Utility: Ensure gamification complements,
rather than overshadows, essential app
 • Short-Term Focus: The study primarily
examines initial engagement rather
than long-term behavioral shifts.
• Evolving User Preferences: Gen Z’s
preferences may change with new
technological advancements.
• Limited Scope: Findings may not fully
Limitations apply to other demographics beyond
Gen Z.
• External Factors: Market trends,
regulations, and security concerns
may impact user engagement
beyond gamification.
• Self-Reported Data: User perceptions
may be subjective, affecting the
accuracy of the result
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Thank You
Any
Questions?