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Adoption and non-adoption motivational risk beliefs in the use of mobile services for health promotion

Mihail Cocosila (Faculty of Business, Athabasca University, Athabasca, Canada)
Ofir Turel (College of Business and Economics, California State University, Fullerton, California, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 4 February 2019

Issue publication date: 2 September 2019

Abstract

Purpose

The purpose of this paper is to validate empirically a theoretical model that integrates an innovative construct capturing consumers’ non-adoption risk belief associated with not using a mobile service designed to support them in a non-leisure activity.

Design/methodology/approach

A theoretical model contrasting perceived non-adoption risk to perceived adoption risk of a mobile service supporting health promotion was developed and tested with a sample of potential consumers in North America.

Findings

Results show that non-adoption risk is a moderately strong antecedent of motivational factors in contrast to adoption risk that hinders the acceptance of a mobile service supporting health promotion.

Research limitations/implications

Healthcare is a highly sensitive social sector, so possible negative consequences of not using the support of a mobile service are an additional motivation for adopting this service. Future research should test the role of non-adoption risk in other contexts of technology use, including non-leisure settings.

Practical implications

Making potential users see the possible negative consequences of not using a mobile service designed to support them in a non-leisure activity increases their motivation and, subsequently, intention to use the service.

Social implications

Educational efforts to making consumers see the risks of not using a supporting technology application appear to be justified.

Originality/value

This study demonstrates the significant role of non-adoption risk belief that captures the negative consequences individuals may perceive if they fail to use as expected a mobile service application designed specifically to help them.

Keywords

Acknowledgements

The authors would like to thank the associate editor and the two anonymous reviewers of Internet Research whose valuable feedback and recommendations helped the authors improve this paper before publication.

Citation

Cocosila, M. and Turel, O. (2019), "Adoption and non-adoption motivational risk beliefs in the use of mobile services for health promotion", Internet Research, Vol. 29 No. 4, pp. 846-869. https://doi.org/10.1108/IntR-04-2018-0174

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited