웨어러블 피트니스 디바이스의 게이미피케이션 요소가 지각된 가치, 지속사용의도 및 운동지속의도에 미치는 영향

Abstract

The purpose of this study is to verify the impact of gamification elements of wearable fitness devices on users' perceived value, intention to continue using wearable fitness devices, intention to continue exercising when wearing wearable fitness devices, and the moderating effect of personal innovativeness. This study selects the population of people living across the country in Korea in 2023 and has experience using smartwatches, and then conducts a convenience sampling method, one of the non-probability sampling methods, through an online survey company (Embrain). The questionnaire was distributed. Specifically, a total of 500 online questionnaires were used for analysis. Confirmatory factor analysis was conducted to evaluate the reliability and validity of the measurement items, and then Latent Moderated Structural Equations were performed to verify the hypotheses established in this study. The results are summarized as follows. First, self-monitoring has a positive effect on utilitarian value. Second, self-monitoring did not affect hedonic value. Third, goal setting has a negative effect on utilitarian value. Fourth, goal setting has a negative effect on hedonic value. Fifth, rewards have a positive effect on utilitarian value. Sixth, rewards have a positive effect on hedonic value. Seventh, social promotion has a positive effect on utilitarian value. Eighth, social promotion did not affect hedonic value. Ninth, practical value has a positive effect on the intention to continue using a smartwatch. Tenth, hedonic value has a positive effect on the intention to continue using a smartwatch. Eleventh, the intention to continue using a smartwatch has a positive effect on the intention to continue exercising. Twelfth, personal innovativeness was found to positively regulate practical value on the intention to continue using smartwatches. Thirteenth, personal innovativeness was found to negatively moderate the influence of hedonic value on the intention to continue using a smartwatch. Overall, this study revealed the process of influence of gamification elements of wearable fitness devices on consumer exercise granting and verified the pattern of influence on consumer perceived value and intention to continue using smartwatches according to individual innovativeness. This study presented meaningful practical implications for wearable fitness device developers.