DIGITAL PLATFORMS FOR MANAGING FINANCIAL FLOWS AND STUDENT MOTIVATION IN THE HIGHER EDUCATION SYSTEM
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Introduction. Research into digital platforms for managing financial flows and student motivation in the higher education system is an important task for modern economic science, considering the deepening digital transformation of universities, the growing role of human capital, the spread of blended learning formats, and increasing demands for transparency and efficient use of resources. In such conditions, the digital student account and integrated payment and motivation modules cease to be auxiliary services and become institutional tools that influence payment discipline, revenue structure, transaction costs, and behavioral parameters of educational activity. Aim. The aim of the article is to provide a comprehensive economic analysis of digital platforms as tools for managing financial flows and student motivation in the higher education system, as well as to identify the key determinants of their effectiveness using the example of the integrated EUni student account solution in web and mobile formats. Methods. The methodological basis of the research is the theoretical provisions of the digital transformation economy and the platform economy, as well as scientific approaches to assessing operational efficiency and transaction costs. To solve the research problems, conceptual and logical analysis, systems and interdisciplinary approaches were used, which made it possible to combine the economic interpretation of financial processes with the behavioral aspects of student motivation in a digital environment. Functional and structural analysis of the payment and motivation modules of the student account was applied, as well as elements of institutional analysis to substantiate the role of standardization of procedures, transparency of transactions, and rules of the internal bonus system. Results. As a result of the study, the economic role of the platform approach in higher education was substantiated as a mechanism for improving the manageability of financial flows and forming behavioral incentives for students within a unified digital environment. It was determined that the key determinants of effectiveness are the standardization of payment procedures and digital accounting of obligations, transparency of transactions and control of payment statuses, integration of financial services with motivational mechanisms, as well as the formation of internal digital economies based on bonus currency and an internal store. It has been shown that the integration of online payment and gamification modules in the EUni student account creates organizational and economic prerequisites for reducing administrative costs, improving payment discipline, and enhancing student engagement. Conclusions. Revealing the economic determinants of the effectiveness of digital platforms for managing financial flows and student motivation allows us to specify the requirements for the university’s platform architecture, clarify the mechanisms of influence of integrated payment and motivation modules on operational efficiency and behavioral parameters of educational activity, and outline directions for further verification of the effects of internal digital economies and the sustainability of incentives in the long term
