The impact of gamification in digital finance applications on household saving behavior in Vietnam

This study investigates how specific gamification mechanics in FinTech applications (Achievement, Social, and Immersion) influence sustainable household saving behavior in emerging markets, utilizing the Stimulus-Organism-Response (S-O-R) framework. Despite the growing integration of gamification in FinTech, a critical research gap remains regarding how specific digital mechanics affect heterogeneous, financially anxious users. Addressing this void, the core innovation of this research differentiates itself from prior monolithic approaches by deconstructing gamification (Achievement, Social, and Immersion) and employing a methodological triangulation of Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA) to capture both symmetric effects and complex, asymmetric user behaviors. Analyzing data from 512 Vietnamese households, the study empirically validates that while achievement-based mechanics strongly drive financial flow and empowerment symmetrically, the most important result emerges from the fsQCA analysis: the discovery of the "Anxious-Immersion Paradox." Specifically, while financial anxiety generally inhibits the translation of digital engagement into financial empowerment, immersion-based gamification acts as a vital compensatory coping mechanism, serving as the sufficient condition that enables highly anxious, vulnerable users to achieve sustainable saving. These findings provide actionable insights for designing inclusive digital finance ecosystems that cater to diverse psychographic profiles, demonstrating how tailored gamification can advance financial equity and significantly enhance platforms' Environmental, Social, and Governance (ESG) impact.