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The commercialization of mHealth applications : which factors drive purchase intentions and app usage among potential customers?

Bussmann, Tim (2019) The commercialization of mHealth applications : which factors drive purchase intentions and app usage among potential customers?

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Abstract:Background: In recent years, the amount of mHealth (mobile health) based applications has been growing exponentially. However, these apps are mostly developed by companies instead of by health or medical institutes, such as the Ministry of health. This means that in many mHealth applications, commercial aspects are included, such as advertisements or a certain business model, to achieve the revenue-based goals set by the developers. Yet, these developers often lack the necessary psychological and health-based insights, in order to successfully tailor their applications towards their end users. The goal of this research is to find out which factors drive purchase intentions and app usage among potential customers of mHealth applications. In order to answer the RQ, the TAM, mTAM and Perceived value theory were used as a theoretical basis for this research. Method: Semi-structured interviews were conducted to fully explore the topic in a qualitative manner. Participants were recruited on social media platforms and through the personal network of the researcher. All participants were users of mHealth applications who have experience in using mHealth applications. Data was analyzed with ATLAS.ti software. This study used open, axial and selective coding methodology. Results: Several factors were identified to be important to potential customers of mHealth applications. From the TAM model, ease-of-use, trust, privacy concerns, influence of feelings and age differences were relvant factors. From the perceived value theory, performance value, social value, QoL improvements and the accessibility that mHealth apps offer were viewed to be important factors. Ultimately, younger participants also showed purchasing reluctance whereas older participants had no objections against paying for mHealth apps. Conclusion: The wide plethora of mHealth apps has the potential to massively increase the quality of life and health of the general public. Although there are many free alternatives which get the job done, companies can still capitalize on the commercial potential of mHealth applications by adapting their business model towards subsidized financing. Not only do companies benefit from this approach, but mHealth app users also get apps that are better tailored towards their health.
Item Type:Essay (Master)
Clients:
Unknown organization, Enschede, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/79689
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