{"id":21356,"date":"2026-02-02T14:40:43","date_gmt":"2026-02-02T12:40:43","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=21356"},"modified":"2026-02-02T14:40:43","modified_gmt":"2026-02-02T12:40:43","slug":"digital-retail-banking-and-its","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/digital-retail-banking-and-its\/","title":{"rendered":"Kovalenko V. Digital Retail Banking and its Impact on Shaping Household Saving Motivation"},"content":{"rendered":"

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JEL Classification:<\/strong> G21, D91, O33<\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V54(2025)-12<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Victoria Kovalenko, <\/b>Doctor of Economic, Professor, Professor of the Department of Banking, Odesa National Economic University, Odesa, Ukraine<\/span><\/p>\n

ORCID:<\/strong> 0000-0003-2783-186X<\/span><\/a>
\ne-mail: <\/strong>kovalenko-6868@ukr.net<\/span><\/a><\/p>\n

Digital Retail Banking and its Impact on Shaping Household Saving Motivation<\/b><\/p>\n

Abstract. Introduction<\/i><\/b>.\u00a0<\/span><\/i>The study addresses the critical shift in household saving behaviour that has been driven by the digitalisation of retail banking in Ukraine. Traditional economic models (such as rational choice theory) are now insufficient to explain this shift, necessitating the analysis of behavioural economics principles, specifically nudging theory, within mobile financial applications to stimulate savings.<\/span><\/i><\/p>\n

Purpose<\/i><\/b>. The primary objective is to identify and empirically assess the effectiveness of key digital nudging tools in motivating households to save amidst the rapid digitalisation of Ukraine’s banking sector.<\/span><\/i><\/p>\n

Results<\/i><\/b>. Digital retail banking (DRB) effectively employs automation (e.g. round-up and auto-save) and gamification (e.g. goal-based saving) to overcome problems such as self-control and present bias. Empirical data from the NBU confirms that the high proportion of demand deposits (approximately 70%) and the substantial volume of small non-cash transactions are direct evidence of successful passive accumulation facilitated by mobile interfaces.<\/span><\/i><\/p>\n

Conclusions<\/i><\/b>. The research concludes that DRB is an effective mechanism for transforming saving from a conscious, rational decision into an automated process. Future research should focus on mitigating risks such as digital fatigue, as well as on implementing ethical regulatory standards for AI-driven financial advice, in order to ensure long-term household financial stability.<\/span><\/i><\/p>\n

Keywords<\/b>: Digital Banking; Household Saving; Saving Motivatio; Behavioural Economics; Nudging; Automation; Gamificatio; FinTech.<\/span><\/i><\/p>\n

References<\/b>:<\/strong><\/p>\n

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  1. Thaler, R.G., Sunstein, K.R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. New Haven : Yale University Press.<\/span><\/li>\n
  2. Kaneman, D. (2017). Myslennja shvydke j poviljne. per. z anghl. M. Jakovlev. Kyjiv:\u00a0 Nash Format. [in Ukrainian].<\/span><\/li>\n
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  6. Zaslavska, O.I., & Petkanych, M.-V. M.(2023). Digital transformation of banking business in the context of financial technology development. Naukovyj visnyk\u00a0 Uzhghorodsjkogho Universytetu, 2 (62), 116-122. DOI: https:\/\/doi.org\/10.24144\/2409-6857.2023.2(62).116-122. [in Ukrainian].<\/span><\/li>\n
  7. Malakhova, T. (2025). Cybersecurity of public administration bodies in the context of modern hybrid threats: institutional and technological aspects.\u00a0 Coordinates of public administration. Instytucijni ta tekhnologhichni aspekty, (1), 379-397. DOI: https:\/\/doi.org\/10.62664\/cpa.2025.01.18. [in Ukrainian].<\/span><\/li>\n
  8. Azarenkov, S.(2025). Cybersecurity and Security of the Banking Business Under Martial Law. Financial and credit systems: prospects for development, 1 (16), 9-19. DOI: https:\/\/doi.org\/10.26565\/2786-4995-2025-1-01.<\/span><\/li>\n
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  15. Ellen Matthies, & Martin J. Merten. (2022). High-income Households \u2013Damned to consume or free to engage in high-impact energy-saving behaviours? Journal of Environmental Psychology,\u00a0 101829. DOI: https:\/\/doi.org\/10.1016\/j.jenvp.2022.101829.<\/span><\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received: <\/strong>2\u00a0December 2025<\/span><\/p>\n

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    Kovalenko V. (2025). Digital Retail Banking and its Impact on Shaping Household Saving Motivation. Modern Economics, 54(2025), 86-94. DOI: https:\/\/doi.org\/10.31521\/modecon.V54(2025)-12.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: G21, D91, O33 DOI: https:\/\/doi.org\/10.31521\/modecon.V54(2025)-12 [\/vc_column_text][vc_column_text]Victoria Kovalenko, Doctor of Economic, Professor, Professor of the Department of Banking, Odesa National Economic University, Odesa, Ukraine ORCID: 0000-0003-2783-186X e-mail: kovalenko-6868@ukr.net Digital Retail Banking and its Impact on Shaping Household Saving Motivation Abstract. Introduction.\u00a0The study addresses the critical shift in household saving behaviour that has been
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