Gamifikace a nudging v investičních aplikacích: Analýza dopadu na rozhodovací procesy a retenci Generace Z

The aim of this bachelor's thesis is to evaluate the impact of gamification and behavioral nudging in investment applications on the decision-making processes, risk perception, and customer retention of retail investors from Generation Z in the Czech Republic and Slovakia. Primary data collection was conducted through a quantitative questionnaire survey (N = 128), which included a within-subject quasi-experiment using A/B testing to compare a visually neutral and a gamified interface. The results of the statistical analysis demonstrated that push notifications act as a strong trigger for impulsive trading among susceptible individuals, and that gamified design significantly reduces the subjective perception of financial risk. However, the examination of long-term impacts refuted the assumption that post-transaction regret stemming from impulsive trades would lead to customer churn, highlighting the considerable business resilience of modern FinTech platforms. The thesis thus contributes to spreading awareness about the psychological vulnerability of young investors and draws attention to the ethical dimension of these platforms' business models. In conclusion, specific regulatory measures are proposed, such as the standardization of visual risk communication and the introduction of protective friction points.