운동용 스마트 워치 이용자들의 개인정보위험, 유용성, 태도의 관계에 관한 탐구:이용기간과 게이미피케이션의 조절효과에 관한 탐구

As exercise increasingly becomes an important component of leisure activities, societal interest in electronic devices used for physical activity has also grown. Smartwatches have emerged as one of the key devices supporting exercise in this context. Based on this trend, the present study aims to investigate the characteristics of users of smartwatches designed for exercise. In particular, the study examines the relationships among privacy risk, perceived usefulness, and attitude. Furthermore, it explores the moderating effects of usage duration and gamification on the relationship between privacy risk and perceived usefulness. To conduct the empirical analysis, an online survey was administered using a professional panel system, and a total of 355 responses were collected. The results indicate that privacy risk negatively affects both perceived usefulness and attitude. Additionally, usage duration and gamification were found to exert significant moderating effects on the relationship between privacy risk and perceived usefulness. These findings contribute to a deeper understanding of consumer behavior in the exercise-oriented smartwatch market and offer practical implications for designing more competitive products and service strategies.