With the increasing maturity of mobile networks and big data technology, smart wearable devices (SWDs) are regarded as a new technology trend following smartphones. Especially during the COVID-19 pandemic, the increase in telework and the growing interest in self-health monitoring have greatly promoted the market growth of SWDs. This study aimed to investigate the factors affecting the continued use of SWDs. A cross-level analysis model that integrates technical characteristics, gamification theory, perceived value theory, and network externality was constructed. A hierarchical linear model was employed to evaluate the data and test it against the hypotheses. The empirical results showed that, at the individual level, gamification enhances users’ value perceptions. Users pay more attention to rewards in gamification than to competition. Rewards were also found to effectively promote the users’ value perception and increase the intention to continue using the device. At the group level, the effect of network externality significantly influences the intention to continue using SWDs. Moreover, SWDs are associated with the phenomenon by which consumers conspicuously display and highlight their own characteristics, and this attribute is also a crucial factor enticing consumers to continue using SWDs. Developers should therefore establish clear product positioning and strengthen interactivity as early as possible to build a loyal customer base.

随着移动网络和大数据技术的日益成熟，智能可穿戴设备（SWD）被视为继智能手机之后的新科技趋势。特别是在 COVID-19 大流行期间，远程办公的增加和对自我健康监测的兴趣日益浓厚，极大地促进了 SWD 的市场增长。本研究旨在调查影响继续使用 SWD 的因素。构建了融合技术特征、游戏化理论、感知价值理论和网络外部性的跨层次分析模型。采用分层线性模型来评估数据并根据假设对其进行检验。实证结果表明，在个人层面，游戏化增强了用户的价值感知。用户在游戏化中更关注奖励而不是竞争。还发现奖励可以有效促进用户的价值感知并增加继续使用该设备的意愿。在群体层面，网络外部性的影响显着影响继续使用 SWD 的意愿。此外，SWD与消费者炫耀和突出自身特点的现象有关，这一属性也是吸引消费者继续使用SWD的重要因素。因此，开发者应尽早建立明确的产品定位并加强交互性，以建立忠实的客户群。此外，SWD与消费者炫耀和突出自身特点的现象有关，这一属性也是吸引消费者继续使用SWD的重要因素。因此，开发者应尽早建立明确的产品定位并加强交互性，以建立忠实的客户群。此外，SWD与消费者炫耀和突出自身特点的现象有关，这一属性也是吸引消费者继续使用SWD的重要因素。因此，开发者应尽早建立明确的产品定位并加强交互性，以建立忠实的客户群。