Abstract
ABSTRACT This study investigates whether types, purposes, and contexts of using an app affect the relationships between Information technology (IT) identity and post-adoption behaviors. We designed four experiments to examine the effects of IT identity on positive use behaviors for four groups of health-apps (i.e. managing chronic physical diseases, health-related habits, mental disorders, and diet/fitness). Results suggest that these relationships vary by the interaction between the purpose of using a health app and seven moderating factors.
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