Abstract
The study identifies the influencing factors in adoption of mobile health apps in the context of the emerging economies, specifically India. Suitable constructs from the theoretical models have been incorporated in the proposed framework for identification of the factors. A sample of 948 respondents across diverse demographic profiles including students, working professionals (government and private both), self-employed, and retired persons was surveyed for the study. Previous studies on the adoption of mobile health in the context of emerging economies was not found in the literature. The model tested is also unique and provides distinctive understanding of factors influencing behavioural intention and subsequent adoption of mobile health apps. The study established the factors that significantly influence the mobile health app adoption, which provides valuable insights to technology professionals, specifically the marketers of mobile health apps in the emerging economies.
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