The influence of gamification features in wearable fitness devices on perceived value, device loyalty, and exercise continuance intention: the moderating role of personal innovativeness

This study drew upon gamification and innovation diffusion theories to examine the influence of gamification elements on users’ continuance behavioral intentions in the context of sports and fitness while focusing on the moderating effect of personal innovativeness. A survey was conducted, and 500 valid questionnaires were collected from subjects who had experience using smartwatches for exercise in South Korea. A latent moderated structural equations (LMS) modeling analysis was conducted to examine our research model. The results indicated that gamification elements (self-monitoring, goal setting, rewards, and social facilitation) are associated with varying levels on perceived utilitarian and hedonic values, subsequently influencing consumer device loyalty and their continuance exercise intentions. Furthermore, personal innovativeness was found to positively moderate the effect of utilitarian value on device loyalty and continuance exercise intention while negatively moderating the effect of hedonic value on both. This study’s results have theoretical implications for the literature on wearable fitness devices and provide developers and businesses with effective directions for improving wearable fitness devices.