BERTopic 활용 금융앱 UI/UX 요소와 슈퍼앱 출시 전후 사용자 반응 변화분석: 국내 대표 금융그룹 중심으로

Abstract

This study investigates how user experience (UX) and user Interface (UI) is influenced by the adoption of financial super apps. As major Korean financial groups have launched integrated financial super apps that consolidate various services, they are now moving toward further enhancing and sophisticating these platforms. The study aims to empirically analyze user reactions before and after the launch of a super app. User reviews were collected from the Google Play Store, covering financial superapp, pay app, trading app, insurance app, and banking app as non-superapp.To extract meaningful insights from unstructured textual data, this study applied BERT-based topic modeling technique—combined with ordinary least squares (OLS) regression to quantify the influence of topic on user ratings. Ten core UI/UX-related topics were identified: identity verification service, stock trading function, simple payment service, event, menu UI, ID card recognition function, home screen UI, daily participatory interaction, app icon design, and the sign-up process function. All topics had statistically significant effects on satisfaction; however, the results indicate that the super app environment tended to heighten user expectations, which in turn contributed to reduced satisfaction ratings across topics. Additionally, by analyzing changes in topic proportions before and after the launch of the super app, the topics were classified into three distinct groups based on their temporal dynamics. Group 1 includes features that remained influential even in non-super app environments. Group 2 represents topics that became more prominent in the super app context, reflecting the added value brought by integration and expanded interaction. Group 3 consists of topics that consistently influenced user satisfaction across both super app and non-super app environments, regardless of the platform transition. This study contributes to a deeper understanding of UI/UX in financial super apps and provides practical insights.