The Effect of Gamification Elements of Securities Companies' Mobile Services on the User Experience of MZ Generation : Using service design prototype = 증권사 모바일 서비스의 게이미피케이션 요소가 MZ세대의 사용자경험에 미치는 영향 : 서비스디자인 프로토타입을 활용

다국어 초록 (Multilingual Abstract)

Low-interest rates as a result of central bank liquidity provision throughout 2020 and 2021, relative deprivation as a consequence of skyrocketing real estate, and the learning effect of the stock market in the past, as well as changes to the subscription system for initial public offering, have increased the number of people investing in the stock market. This craze was led by the MZ generation, who are proficient in mobile and have an active propensity to invest. Since their teenage years, the MZ generation has been putting their interest in financial technologies and investment and has been converting these interests into action and their active investment propensity is particularly appealing to securities companies. Yet, because they have tendencies to switch between financial institutions based on the benefits of financial products and services, the development of differentiated securities services for the MZ generation is urgently required. On the other hand, securities companies' platform is changing from PC-based HTS (Home Trading System) to mobile-based MTS (Mobile Trading System), and they are also scrambling to launch an intuitive and convenient MTS that reflects design and service suitable for the MZ generation. Nevertheless, they are still at the level of providing simple usability and improvements for functional benefits, making it difficult for them to deviate from the supplier's point of view, in terms of contents. In order to overcome these limitations, a prototype of G-MTS(Gamification MTS) was created in this study, which reflected the characteristics and fun elements of the MZ generation in MTS. The objective is to enhance mobile service usage and satisfaction by presenting gamification elements that influence user investment experience through verification. To that end, a prototype was created using a Service Design methodology that employs a user-centered research method to improve the service experience for users while also providing efficient services to suppliers. The MZ generation was divided into the Older millennial generation, the Younger millennial generation, and the Z generation for prototype verification. In-depth interviews were used for qualitative analysis, and process mining was used for quantitative analysis. Through this analysis, the fun elements of 'Social Interaction', 'Reward', and 'Altruism', as well as the game mechanisms of 'Social Engagement Loop,' 'Virtual Goods,' and 'Gifts and Charity,' were discovered to be the main gamification elements influencing the user experience when the MZ generation uses securities company's mobile service. This implies that, when compared to other generations, the MZ generation uses social media more frequently and is familiar with gathering and sharing information through social media. It was discovered that the element of making investments and interacting with others while investing is important. As well as the reward element was discovered to be crucial since it serves as a motivator for subsequent activities. Furthermore, despite being unrelated to investment, it was discovered that the MZ generation, which values fair value and good influence and believes that they have the power to change the world, highly regards altruism, the principle of love and devotion to others. In addition to these study results, it is hoped that the research procedure model of G-MTS (Gamification MTS) will be used to establish and develop a customized strategy for securities companies' mobile services for the MZ generation.

국문 초록 (Abstract)

2020과 2021년에 걸쳐서 중앙은행의 유동성 공급으로 인한 저금리, 부동산 폭등으로 인한 상대적 박탈감, 과거 주식시장의 학습효과, 공모주 청약제도의 변경 등의 이유로 개인주식투자 인구가 급증했으며, 특히 모바일에 능숙하고, 적극적인 투자성향을 가지고 있는 MZ세대가 이러한 열풍을 주도했다. 10대부터 재테크와 투자에 관심을 가지고 실제 행동에 옯기는 MZ세대의 적극적인 투자성향은 증권사 입장에서 보면 매우 매력적이지만 금융상품 및 서비스 등의 혜택에 따라 여러 금융사를 옮겨 다니는 성향을 가지고 있어 MZ세대를 위한 차별화된 증권 서비스 개발이 절실하게 요구되고 있다. 한편 증권사의 플랫폼은 PC기반의 HTS(Home Trading System)에서 모바일 기반의 MTS(Mobile Trading System)으로 변화하고 있으며, 증권사들도 MZ세대의 눈높이에 맞는 디자인과 서비스를 반영한 직관적이고 편리한 MTS를 앞 다퉈서 출시하고 있지만 단순한 사용성 개선이나 기능편익을 제공하는 수준으로, 콘텐츠 측면에서는 여전히 공급자 관점에서 벗어나지 못하고 있는 실정이다. 따라서 본 연구에서는 이러한 한계를 극복하기 위해서 MZ세대의 특성과 재미 요소를 MTS에 반영한 G-MTS(Gamification MTS)의 프로토타입을 작성하고, 검증을 통해서 사용자 투자경험에 영향을 미치는 게이미피케이션 요소를 제시함으로서 MZ세대의 지속적인 모바일 서비스 사용과 서비스 만족도를 제고하고자 한다. 이를 위해 사용자에게는 서비스 경험을 향상시키고, 공급자에게는 효율적인 서비스를 제공하는 서비스 디자인 방법론을 활용하여 프로토타입을 작성하였으며, MZ세대를 전기 밀레니얼세대, 후기 밀레니얼 세대, Z세대로 구분하여 정성적, 정량적 분석을 통해 비교분석하였다. 이러한 분석을 통해서 MZ세대가 증권사 모바일 서비스를 사용함에 있어, 사용자 경험에 영향을 미치는 주요 게이미피케이션 요소는 ‘사회적 상호작용’, ‘보상’, ‘애타심’의 재미 요소와 ‘소셜몰입루프’, ‘가상재화’, ‘선물과 자선’의 게임메커니즘 요소임을 알 수 있었다. 이는 MZ세대가 타 세대 대비 소셜 미디어 활용률이 높고, 소셜 미디어를 통해 정보의 수집과 정보의 공유에 익숙한 세대로 투자에 있어서도 다른 사람들과 관계를 맺고 상호작용할 수 요소가 중요하며, 다른 활동의 동기 부여 역할을 하는 보상 요소도 중요함을 알 수 있었다. 또한 공정 가치와 선한 영향력을 중요시하고, 세상을 바꾸는 영향력이 있다고 믿는 MZ세대는 투자와는 직접적으로 관련은 없지만 남을 사랑하고 소중히 여기는 마음인 애타심 요소가 중요함을 알 수 있었다.
이러한 연구결과와 더불어 G-MTS(Gamification MTS)의 연구절차모형이 MZ세대를 위한 증권사 모바일 서비스의 맞춤형 전략 수립과 개발에 활용되기를 기대한다.

목차 (Table of Contents)

• Chapter 1. INTRODUCTION 1
• 1.1 Background and purpose of study 1
• Chapter 2. THEORETICAL BACKGROUND 3
• 2.1 MZ generation 3
• 2.1.1 Definition and Classification of Generation 3
• 2.1.2 Definition and Characteristics of the MZ generation 8
• 2.1.3 Classification of MZ generation 10
• 2.1.4 The Importance of the MZ generation in the Securities Industry 11
• 2.2 Service Design Methodology 14
• 2.2.1 Overview of Service Design 14
• 2.2.2 Process of Service Design 18
• 2.3 Gamification 25
• 2.3.1 Definition of Gamification 25
• 2.3.2 Game Mechanism and Fun Element 26
• 2.4 Securities Companies' Mobile Services 31
• 2.5 Process Mining 33
• Chapter 3. Development a prototype of the securities companies' mobile service for MZ generation 36
• 3.1 Workshop Overview for Creating Prototypes 36
• 3.2. Discover 40
• 3.2.1 Derivation of MZ Generation Characteristic Keyword 40
• 3.3. Define 47
• 3.3.1 Derivation of MZ Generation's Investment-related Pain Points and Personas 47
• 3.4. Develop 49
• 3.4.1 Derivation of Service Concept 49
• 3.4.2 Derivation of Service Contents 51
• 3.4.3 Service Embodiment Reflecting Gamification Element reflecting Gamification Element 52
• 3.4.4 Development of Prototype Using FIGMA 54
• Chapter 4. Verification of the Prototype of Securities Companies' Mobile Service for MZ generation 70
• 4.1 Deliver 70
• 4.1.1 Verification Participants in the Prototype 72
• 4.1.2 Verification Procedures for Prototypes 74
• Chapter 5. The results of Verification of the Prototype of Securities Companies' Mobile Service for MZ generation 76
• 5.1 Qualitative Analysis Results through In-depth Interviews 76
• 5.2 Quantitative Analysis Results through Process Mining 103
• Chapter 6. Conclusion 130
• 6.1 Summary of Study 130
• 6.2 Conclusion and Suggestions 132
• References 137
• Abstract in Korean 143

참고문헌 (Reference)

1. A Study on framework of Persona Components, Jeong, So Young, Jung, Suk gill, vol. 14, no. 4, pp. 407-416, , 2014

2. The Relationship of Game Elements, Fun and Flow, Jongwoo Kim, Sangwook Kim, pp. 160-163, , 2014

3. Classification of Smartphone Game based on Mechanics, Woo, Tack, Sung Kyun, Chun, Yeonbi, Chang,, vol. 12, no. 6, pp. 15-23, , 2012

4. Development of Service Design Prototyping Guidelines, Hoejun Jung, Young-jun Ko, Kwangmyung Kim, vol. 26, no. 4, pp. 123-152, , 2013

5. A Study on the Concept of Generation: Cohort Perspective”, Jae-Heung Park, vol. 37, no. 3, pp. 1-23, , 2003

6. The Development of Service Design Process Model: Focused on Brainstorming and SCAMPER, Kim Seung In, Hong Nu Ri, vol. 12 no. 4, pp. 275-284, , 2012

7. Comparing Consumption-Related Values and Lifestyles of Baby Boomers, Generation X, and Generation Y, Huh Eunjeong, Kim Woo-Sung, vol. 10, no. 4, pp. 31-53, , 2007

8. A Study on the Quick & Dirty Digital service object modeling tool through Service Prototyping Analysis, Park, Namchoon, Hur, Choi, Bori, Hyeoungseoun, Lee, Jihyun, vol. 33, pp. 315-324, , 2015