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This study aims to examine the factors influencing trust toward mobile health applications (mhealth apps) among young consumers. By building on the socio-technical systems framework and self-congruence theory, the authors develop and examine a conceptual model of the trusting intentions of young consumers toward mhealth apps.

The data for the study was collected from a sample of 285 young consumers via an online survey by using a purposive sampling method. All the respondents were existing users of health apps and resided in the urban areas of the country. The sample comprised 53% male respondents and 47% female respondents. Subsequently, the data was analyzed using the structural equation modeling technique.

The findings revealed that psychological factors like self-congruence and technical factors such as flow experience and perceived playfulness aid in building trust among young mhealth app users, which in turn influences the purchase intention and user loyalty toward the application. Social factors like perceived critical mass and social influence did not significantly impact trust.

The data was collected from Generation Z, recognized as the most influential consumer demographic worldwide, primarily involved in mhealth app usage. Nonetheless, it is essential to understand that these findings might only partially apply to a specific user group. In addition, the study did not focus on any specific mhealth applications. Hence, it is prudent to exercise caution when generalizing these results to the broader population.

This study advances the comprehension of socio-technical elements in establishing trust, subsequently impacting purchase intentions and loyalty among young users in the context of mhealth apps. In addition, it expands the socio-technical framework by incorporating a psychological factor that could influence trust and purchase intentions toward mhealth apps. Furthermore, the post hoc findings reinforce this comprehension by identifying the moderating effects of operating system type and gender. These insights could provide valuable guidance for developing tailored marketing strategies targeting the young consumer base.

This paper is a Conference Report (ICDT-2019) organized by Rajiv Gandhi National University of Law, Patiala, Punjab, India

The whole conference is articulated in the form of a Conference Report.

The conference provided an opportunity for participants to share ideas, reach some consensus, agree on differences of opinion and create a future action agenda. All the participants from all different backgrounds were able to bring new things to light and deliberate on contemporary issues related to knowledge trends and digital strategies that will lead to smart future.

The International Conference on Digital Transformation-2019 on the theme of “A Cognitive learning towards Artificial Intelligence” was convened by Rajiv Gandhi National University of Law, Patiala, Punjab, India during September 6-8, 2019 in Patiala, Punjab, India.