Understanding gender differences in mHealth apps continuance: a modified protection motivation theory

Abstract

PurposeThis paper aims that mobile health (mHealth) applications have emerged as a key tool to support public health. However, there are only a few studies examining the influences of health-related ascribes on continuance intention to use mHealth apps and how these influences are contingent on gender in the mHealth app using context.Design/methodology/approachThis study takes the protection motivation theory as a theoretical framework to examine the ordered relationship between threat and coping appraisals and their impacts on continuance intention to use mHealth apps. In addition, this study further extends the literature on gender differences into the mHealth app's context to investigate the moderating role of gender. The suggested hypotheses are confirmed by a structural equation modeling approach and multigroup investigation employing survey data of 345 users of Spring Rain Doctor in China, a typical mHealth app.FindingsThe findings suggest that the impact of perceived disease threat on user's continuance intention is mediated entirely by coping appraisals. Furthermore, the three coping appraisals' impacts are contingent upon gender. Specifically, response efficacy is more crucial for male users in forecasting continuance intention, whereas self-efficacy and response cost have a more salient influence on continuance intention for female users.Originality/valueThis study examines the ordered influences of threat and coping appraisal, moderated by gender, on continuance intention on use mHealth apps. These findings could contribute to relevant theoretical and practical implications.