Informatization Policy (정보화정책)

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Understanding Users' Help-Seeking Intention & Willingness to Use Weight Management Apps: Interaction Effects of Stigma Based on Thinking or Feeling AI Types

체중조절 앱에 대한 도움요청과 활용의지의 이해: 이성적 또는 감성적 타입에 따른 낙인효과의 상호작용을 중심으로

  • FAN XUE (Department of Global Business Management, Kyunghee University ) ;
  • Kwon, So-Yeon (Department of Management Information System, Dongguk University)
  • Received : 2024.05.31
  • Accepted : 2024.08.05
  • Published : 2024.09.30
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Abstract

The recent COVID-19 pandemic has witnessed the rapid growth of the fitness app market, with weight management apps occupying a substantial market segment. In connection, a growing body of research has been conducted to examine design elements aimed at fostering user motivation and long-term engagement, without considering user characteristics, which are critical to understanding user responses to weight-loss apps. Therefore, to fill this research gap, this research focuses on the weight stigma of users and strives to examine what affects such user characteristics have on the weight-loss apps. The main findings of this study is that higher help-seeking intention and willingness to use weight management apps among those who show high weight stigma consciousness than those with low consciousness. This study further shows the interaction effects between weight stigma consciousness AI types of service. This research provides new insights on how to design elements of weight-loss apps targeting both non-stigmatized and stigmatized users. It shows that in designing public applications, feeling-based AI that considers the psychological needs of users may be more effective for individuals with weight stigma.

코로나19 팬데믹을 기점으로 피트니스 앱 시장이 급격히 성장하였으며, 그 중 체중감량 앱 시장이 높은 비중을 차지하고 있다. 선행연구에서는 사용자들의 심리적인 특성에 대한 고려 없이 일반적인 동기부여 및 장기적인 참여 유도를 위한 디자인 요소 개발에 집중되어 있다는 한계가 있다. 따라서 본 연구는 체중 낙인이라는 사용자 특성에 초점을 맞추어, 이를 고려한 효과적인 디자인 요소로서 인공지능 유형을 제안하고자 설문 기반 실험연구를 진행하였다. 연구결과, 앱에 대한 사용자 반응은 체중낙인 인식의 정도에 따라 다르며, 체중낙인 인식에 따라 선호하는 서비스의 인공지능 유형이 다르게 나타나는 것으로 확인되었다. 본 연구 결과는 낙인을 겪는 사용자를 대상으로 다양한 인공지능 유형을 활용해 최적의 서비스를 제공할 수 있음을 시사한다. 공공 애플리케이션 설계 시, 사용자의 심리적 요구를 반영한 공감 기반 인공지능이 체중 낙인 사용자에게 더 효과적일 수 있음을 보여준다.

Keywords

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