Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Exploring the Effect of Gamification and Privacy Concerns upon Behavioural Intention to Use Fitness Apps

게임화 및 개인정보 염려가 피트니스 앱 사용의도에 미치는 영향

  • Melisa Gunhan (Chung-Ang University) ;
  • Hyojung Song (Chung-Ang University) ;
  • Taeha Kim (College of Business and Economics at Chung-Ang University)
  • 멜리사 군한 (중앙대학교 대학원 경영학과 MIS전공) ;
  • 송효정 (중앙대학교 대학원 경영학과 MIS전공) ;
  • 김태하 (중앙대학교 경영경제대학 )
  • Received : 2024.04.08
  • Accepted : 2024.05.07
  • Published : 2024.05.31
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Abstract

This study empirically explores the influence of gamification elements and privacy concerns on users' intention to use fitness apps, based on the technology acceptance model (TAM). This research classifies gamification in fitness apps into three categories: achievement-related elements, social-related elements, and immersion-related elements. Although previous research investigated the gamification of fitness apps, few studies combined the impact of gamification with privacy concerns. Considering the significant amount of sensitive personal data collected by fitness apps, we recognize the importance of data privacy and aim to address this gap in research. To achieve this goal, we collected and analyzed data from 187 Korean fitness app users through an online questionnaire. The results confirm the highly significant influence of perceived ease of use, perceived usefulness, and achievement-related gamification elements. Social-related gamification elements, immersion-related gamification elements, and privacy concerns however show insignificant results for the intention to use fitness apps in the Korean market. Location and time limit the generalizability of this study; however, the findings of this study nonetheless offer valuable insights for practitioners and developers to enhance the design and development of their applications.

본 연구는 기술수용모델을 기반으로 게임화 요소와 프라이버시 염려가 피트니스 앱 사용 의도에 미치는 영향을 실증적으로 탐색하였다. 피트니스 앱 사용 시 민감할 수 있는 개인정보가 수집된다는 점을 반영하여 게임화와 프라이버시 염려를 함께 고려하여 연구를 진행하였다. 게임화의 요인으로 성취, 소셜, 몰입을 선정하고 온라인 설문지를 통해 운동 앱 사용자 187명의 데이터를 수집하여 분석하였다. 그 결과 인지된 사용 용이성, 유용성 그리고 게임화 요인 중 성취 요인이 사용의도에 유의한 영향을 미친다는 것을 확인하였으며 프라이버시 염려와 게임화 요인 중 소셜과 몰입 요인은 앱 사용 의도에 유의한 영향을 미치지 않는 것으로 분석되었다. 본 연구는 개발자 및 경영자들이 피트니스 앱을 디자인하고 관리할 때 고려해야 할 시사점을 제공하고 있다.

Keywords

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