Understanding the mobile healthcare applications continuance: The regulatory focus perspective

Although mobile healthcare (mHealth) applications have proliferated and offer new opportunities for personal health management, many users exhibit discontinuance behavior. Various factors in mHealth applications can strongly impact users' continuance behavior, but it is not yet fully understood how they interact with each other to yield maximized effects. This study highlights the importance of identifying the antecedents and moderators of continuance intention to broaden the demographic reach of mHealth applications and thus contribute to maintaining a sustainable healthcare system.

This research explores three dimensions of perceived values (hedonic, utilitarian, and social) in mHealth platforms that lead to user satisfaction and, ultimately, continuance intention. It further investigates the moderating effects of personal traits defined by regulatory focus on the relationship between perceived value and user satisfaction.

Data was collected from 259 respondents with experience using the Samsung Health application. The research tests the proposed model and hypotheses by implementing PLS-SEM and multi-group analyses.

Each dimension of perceived values positively influences user satisfaction, with hedonic and utilitarian values exhibiting stronger relationships. Regarding moderating effects, promotion (versus prevention) focus has a stronger enhancing effect on the positive relationship between utilitarian value and user satisfaction. In contrast, prevention (versus promotion) focus more strongly enhances the positive relationship between hedonic value and user satisfaction. Regulatory focus does not yield a significant moderating effect on the relationship between social value and user satisfaction. User satisfaction exerts a strong positive influence on continuance intention in mHealth environments.

The moderating effect of individuals' regulatory focus has been identified. Combined effects of antecedents and moderators on user satisfaction influence their continuance intention in mHealth ecologies. Considering individual users' characteristics may guide mHealth application developers to design personalized platforms and establish enforced marketing strategies.