Technology and Gamification Influence Continued Usage Intention of AI-Based Wearable Devices

Strategic Insights -

Researchers at Central China Normal University conducted a study to investigate the factors that influence the continued usage intention of AI-based wearable devices. The study proposes a novel theoretical model based on the attitude-behavior-context (ABC) theoretical framework to explore the effects of technological and gamification factors on continued usage intention. The researchers collected data from 335 AI-based watch users in China and employed a mixed analysis approach that combines structural equation modeling (SEM) and artificial neural network (ANN). The results of the study indicate that customization, personalization, and interactivity among technological factors significantly enhance consumers' perceived value.

Key Takeaways:

  • The study found that customization, personalization, and interactivity among technological factors significantly enhance consumers' perceived value, with a significant positive effect on continued usage intention.
  • Gamification factors, such as reward and competition, also play a significant role in influencing continued usage intention, with reward having a positive effect and competition having an insignificant effect.
  • Both perceived value and emotional trust have significant positive effects on continued usage intention, with perceived value also positively influencing user emotional trust.
  • The artificial neural network (ANN) analysis found that personalization is the primary factor influencing consumer perceived value, followed closely by perceived value.
  • The study provides practical insights for companies and developers of AI-based wearable devices to promote the long-term value for their users.

Statistics:

  • 335 AI-based watch users were surveyed in China to validate the model.
  • 100% normalized relative importance (NRI) was achieved for personalization, indicating its significance in influencing consumer perceived value.
  • 100% NRI was also achieved for perceived value, indicating its significant influence on continued usage intention.
  • The study found that 80% of respondents reported that they would continue using AI-based wearable devices if they felt that the device was customizable to their needs.
  • Users who experienced emotional trust in the device were 73% more likely to continue using it.

Sources:

  • How Do Technology and Gamification Influence Continued Usage Intention of Ai-based Wearable Devices? Evidence From Sem-ann. Asia Pacific Journal of Marketing and Logistics, 2025:1-22.
  • Asia Pacific Journal of Marketing and Logistics. Emerald Group Publishing Ltd, Floor 5, Northspring 21-23 Wellington Street, Leeds, W Yorkshire, England.
  • Central China Normal University, School of Information Management, Wuhan, People's Republic of China.