Mobile health service adoption in China: Integration of theory of planned behavior, protection motivation theory and personal health differences.

Purpose: Mobile health service (MHS) can provide users with convenient health services and information to reduce their medical costs from aging or other health issues. Previous studies confirm the underdevelopment of the Chinese MHS. The purpose of this paper is to analyze the factors that affect the intention to use MHS. Design/methodology/approach: This paper develops a research model that integrates personal health differences with theory of planned behavior (TPB) and protection motivation theory (PMT). This model is empirically tested using data from 494 valid questionnaires. Structural equation modeling is used to test the hypotheses. Findings: Perceived vulnerability to disease, perceived severity of disease, response efficacy and self-efficacy positively affect attitude, thereby exerting a positive influence on the behavioral intention to use MHS. Subjective norms also influence users' behavioral intention. Personal health status and personal health value have quasi-moderating effects on the relationship between attitude and behavioral intention. Originality/value: This paper presents an early attempt to conceptualize and validate a research model of MHS acceptance by integrating TPB and PMT in a complementary manner. The integrated model provides a holistic view of people's intention to use MHS by considering health threat beliefs, individual role (i.e. attitude and self-efficacy) and social influences (i.e. subjective norms). Furthermore, this research highlights the role of two individual health characteristics (i.e. personal health status and personal health value) in MHS adoption. These new findings are beneficial toward an in-depth understanding of technology adoption in the MHS context. [ABSTRACT FROM AUTHOR]