Increasing mobile health application usage among Generation Z members: evidence from the UTAUT model

Abstract

Purpose

The acceptance of mobile health (m-health) applications, especially those of a preventive nature, by individuals, is not well understood. Despite the benefits offered by m-health applications in improving and sustaining health and well-being through various avenues, widespread adoption is yet to be seen. Within this context, this study aims to reveal the enabling factors and barriers that influence the use of m-health applications among Generation Z (Gen-Z).

Design/methodology/approach

The Unified Theory of Acceptance and Use of Technology (UTAUT) was extended with e-health literacy, trust and enjoyment constructs. Data from a survey study on 312 Gen-Z members were analysed via structural equation modelling, shedding light on the reasons why new generations adopt m-health apps.

Findings

The findings indicate that social influence and enjoyment are the most significant factors influencing the use of m-health apps. The significant impact of performance and effort expectancy on intentions was also confirmed by the results. Moreover, privacy risk was identified as a barrier to adoption. The results also indicated that the strong influence of trust on privacy risk can be used to offset those privacy concerns.

Practical implications

The findings highlight that hedonic motivation, which is commonly overlooked in health settings, plays an important role in m-health app use. Thus, promoting mobile app features that provide enjoyment will be influential in attracting the younger generation.

Originality/value

The context of the study differs from the norm and focuses on a regional health tourism hub, Turkey, situated at the crossroads of Europe and Asia. UTAUT model is modified with relevant constructs, namely, enjoyment, e-health literacy and privacy risk, to better fit the m-health context.

Citation

Aydin, G. (2023), "Increasing mobile health application usage among Generation Z members: evidence from the UTAUT model", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 17 No. 3, pp. 353-379. https://doi.org/10.1108/IJPHM-02-2021-0030