모바일 헬스케어 앱에서의 게이미피케이션 요소와 소비자 행동 간의 관계에서 기술수용모델(TAM)의 매개효과

초록

This study aims to verify the mediating effects of perceived ease of use and perceived usefulness, derived from the Technology Acceptance Model (TAM), on the relationship between gamification elements (rewards, challenges, and social interaction) and user behavior (app attitude and continued usage intention) in the context of mobile healthcare applications. The study was conducted with 186 users of the Nike Run Club app, and the collected data were analyzed using SPSS 29.0, AMOS 24.0, and Hayes' PROCESS macro (Model 6). The results revealed that the three gamification elements had significant indirect effects on app attitude and continued usage intention through the sequential mediation of perceived ease of use and perceived usefulness. In particular, the indirect pathway involving both cognitive variables was also found to be statistically significant, suggesting the potential for extending TAM mechanisms through gamification-based design. Theoretically, this study holds significance by empirically validating an integrated model of gamification and TAM, thereby clarifying the operational mechanism of design factors that induce user experience. Practically, it provides strategic implications for user-centered gamification design to promote sustained use of mobile healthcare applications.

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