This work aims to analyze the formation of the privacy paradox, defined as the difference between the declared intention about privacy and the natural behavior, in the consumption of wearables among the practitioners of physical activities by evaluating the practitioners' risks and benefits. Wearables are electronics that combine features of wearability and intelligence. It also analyzes the influence of the privacy paradox in wearing wearables and the moderation effects of demographic variables in forming the paradox. A quantitative approach based on descriptive research was used to collect questionnaires and subsequent descriptive and variance analyses. The results show that the frequency of physical activities, wearable functionality, monthly income, and sex influence paradoxical behavior. Furthermore, evidence shows that the privacy paradox influences the habit, with signs of reducing users' paradoxical situation. As a contribution, this work brings a more general formulation of the privacy paradox metric. The metric is formed of the latent dimensions "performance expectation", "hedonic motivation", and "privacy risk". This metrical composition in three latent perspectives allows obtaining a view of the contribution of each perspective on paradoxical behavior for different classes of consumers. In the managerial aspect, it is suggested that companies, through metric, can identify the paradoxical use of their products and identify specific dimensions to be worked by communication actions.

本工作旨在通过评估从业者的风险和收益，分析在体育活动从业者的可穿戴设备消费中隐私悖论的形成，该悖论定义为声明的隐私意图与自然行为之间的差异。可穿戴设备是结合了可穿戴性和智能功能的电子产品。它还分析了隐私悖论对可穿戴设备的影响以及人口统计变量在形成悖论中的调节作用。基于描述性研究的定量方法用于收集问卷和随后的描述性和方差分析。结果表明，体育活动的频率、可穿戴功能、月收入和性别会影响自相矛盾的行为。此外，证据表明，隐私悖论影响习惯，有减少用户悖论情况的迹象。作为贡献，这项工作带来了隐私悖论度量的更一般的表述。该指标由潜在维度“绩效期望”、“享乐动机”和“隐私风险”构成。这种在三个潜在视角中的度量组合允许获得每个视角对不同类别消费者的矛盾行为的贡献的视图。在管理方面，建议公司通过度量来识别其产品的自相矛盾的用途，并确定沟通行动的具体维度。这项工作带来了隐私悖论度量的更一般的表述。该指标由潜在维度“绩效期望”、“享乐动机”和“隐私风险”构成。这种在三个潜在视角中的度量组合允许获得每个视角对不同类别消费者的矛盾行为的贡献的视图。在管理方面，建议公司通过度量来识别其产品的自相矛盾的用途，并确定沟通行动的具体维度。这项工作带来了隐私悖论度量的更一般的表述。该指标由潜在维度“绩效期望”、“享乐动机”和“隐私风险”构成。这种在三个潜在视角中的度量组合允许获得每个视角对不同类别消费者的矛盾行为的贡献的视图。在管理方面，建议公司通过度量来识别其产品的自相矛盾的用途，并确定沟通行动的具体维度。这种在三个潜在视角中的度量组合允许获得每个视角对不同类别消费者的矛盾行为的贡献的视图。在管理方面，建议公司通过度量来识别其产品的自相矛盾的用途，并确定沟通行动的具体维度。这种在三个潜在视角中的度量组合允许获得每个视角对不同类别消费者的矛盾行为的贡献的视图。在管理方面，建议公司通过度量来识别其产品的自相矛盾的用途，并确定沟通行动的具体维度。