Abstract
Healthcare services/products, such as medicine, consultation with doctors, lab tests, are growing in popularity, and their benefits are well known. Little is known about the consumption values that impact customers' brand love despite the increased knowledge of healthcare apps. To overcome this hurdle, healthcare apps must improve client engagement by providing superior value propositions. This necessitates a thorough understanding of the healthcare app-specific consumption values. The current study uses the theory of consumption value to explain consumer behavior toward healthcare apps to fill this gap. Data from 878 healthcare app users is used to test the suggested model. The findings indicate that all the consumption values influence brand love toward healthcare apps, except social values, with the emotional value being the most important factor, followed by the conditional value. The mediating role of purchase intention and the moderating role of online risk perceptions and customer involvement in brand love is also confirmed. The study's findings add to the body of knowledge about consumer behavior and practice.
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