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The Impact of Gamification in Smartwatches on Goal Pursuit and Engagement: Mediating Effects of Addiction and Self-Identity
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Orientador(es)
Resumo(s)
The increasing integration of gamification in smartwatches is reshaping how individuals
engage with fitness goals. This study investigates the impact of gamified smartwatches on goal
intention, implementation intention, engagement, satisfaction, and interactivity, with a
particular focus on the mediating roles of addiction, personal attachment, and self-identity.
An experimental study was employed using vignette-based scenarios (gamified vs. nongamified smartwatches), with 200 participants. Results showed that gamification significantly
enhanced perceptions of interactivity and satisfaction, but did not significantly affect goal
intention, implementation intention, or engagement. Mediation analyses revealed that while
personal attachment and self-identity positively influenced perceived interactivity and
satisfaction, they did not significantly mediate the effect of gamification. Also, addiction
negatively impacted satisfaction and interactivity but did not mediate the relationships tested.
These findings offer a more nuanced view of gamification's influence, emphasizing the
importance of emotional connection and cautioning against potential negative outcomes. This
research contributes to the literature on consumer technology and self-tracking by
highlighting both the motivational benefits and psychological risks of gamified wearable
devices.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Smartwatch Goal pursuit Engagement Consumer Behavior Satisfaction Health SDG 3 - Good health and well-being