AI 스포츠 서비스의 목표 내면화 과정과 운동집착의 관계 : 조화열정과 강박열정의 이중 역할

초록

Purpose: This study aimed to investigate how users’ goal content influences obligatory exercise through harmonious and obsessive passion within AI-based sports services, focusing on the internalization of intrinsic and extrinsic goals and their relationships with different forms of exercise commitment. Method: Data were collected from 310 adults who had used an AI sports service within the past year. Measurement instruments were adapted from validated scales assessing goal content, passion, and exercise dependence. Reliability and validity were evaluated using confirmatory factor analysis, and structural equation modeling was employed to test the proposed hypotheses, with a significance level set at α=.05. Results: The results of this study were as follows. (1) Health management goals were positively associated with harmonious passion and negatively associated with obsessive passion (p <.05). (2) Skill development goals showed a significant positive association with obsessive passion but showed no significant relationship with harmonious passion. (3) Reward-oriented goals were positively associated with both harmonious and obsessive passion, whereas image-oriented goals showed no significant associations with either type of passion. (4) Both harmonious and obsessive passion were positively associated with obligatory exercise (p < .05). These findings suggest that goal internalization within AI-based feedback environments may contribute to both adaptive and maladaptive forms of obligatory exercise. Conclusion: Intrinsic goals, such as health management, promote autonomous engagement and more adaptive exercise adherence, whereas extrinsic and competitive goal structures may strengthen compulsive exercise tendencies. These findings underscore the dual roles of harmonious and obsessive passion in shaping user behavior and suggest that AI sports services should incorporate autonomy-supportive feedback designs to promote healthy motivational internalization and sustainable exercise participation.

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