Do mobile health (mHealth) services ensure the quality of health life? An integrated approach from a developing country context

ABSTRACT

Though the acceptance behavior of health technology has been investigated by several studies from different theoretical perspectives, a unified understanding is still lacking in the literature particularly addressing the Generation Y (Gen Y). Thus, the current study aims to explore the factors affecting the adoption of mHealth services among Gen Yers and how does mHealth adoption influence their quality of health life along with trust and satisfaction. With this intention, the conceptual framework was developed integrating UTAUT2 and D&M IS Success Models to predict the mHealth adoption and consequently trust, satisfaction, and quality of health life. Data were collected from existing mHealth users in Bangladesh. Results demonstrate that performance expectancy, effort expectancy, facilitating condition, social influence, hedonic motivation, system quality, and services quality had a significant impact on mHealth adoption which in turn leads to building trust, satisfaction, and improve quality of health life. Research implications are also provided for the mHealth services providers, top marketing communication managers, and policymakers in formulating and implementing effective marketing strategies to increase the acceptability of mHealth.

KEYWORDS:

• Gen Y
• IS success model
• mHealth
• quality of health life
• UTAUT2

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Mohammad Zahedul Alam

Mohammad Zahedul Alam is an associate professor of Marketing at Faculty of Business Studies, Bangladesh University of Professionals (BUP). He is a PhD candidate under the school of Management, Wuhan University of Technology. Mr. Md. Zahedul Alam has authored two successful books titled “Key terms of Marketing” and “Principles of Marketing” and published many articles in recognized national and international journals. His research focuses on consumer behavior, technology adoption behavior, post-adoption behavior in eService sector. He has published several papers in different international journals including International Journal of Information Management, Technology in Society, and so on. He has also participated in different international conferences. He can be reached at [email protected]

Mirza Mohammad Didarul Alam

Mirza Mohammad Didarul Alam has received his PhD from OYA Graduate School of Business, Universiti Utara Malaysia. He is working as an Assistant Professor at School of Business & Economics, United International University, Bangladesh. His research interests revolve around retail marketing, consumer behavior, service quality, technological innovation, technology adoption, and micro entrepreneurship. He has a number of publications in reputed international journals including Technological Forecasting & Social Change, Information Technology for Development, Technology in Society, Journal of Small Business Strategy, SAGE Open, just to name a few. He has also presented his research works in several international conferences. He is a recognized reviewer of several international journals including Journal of Business Research, Personality and Individual Differences, Information Technology for Development, Kybernetes, Journal of Knowledge Management, British Food Journal, etc. He can be reached at [email protected]

Md. Aslam Uddin

Md. Aslam Uddin is serving as an Assistant Professor at Department of Marketing, Bangladesh University of Business and Technology (BUBT). He has also gathered experience of working as the Chairman of Marketing, BUBT. At present, he is a PhD Research Fellow at the same University. He has published several articles in national and international journals. He has also presented his research works in different international conferences. Mr. Uddin participated in and organized a number of Seminars, Workshops, Case Studies and different competitions held nationally and globally. He can be reached at [email protected]

Nor Azila Mohd Noor

Nor Azila Mohd Noor is a distinguished Professor of Marketing at Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia. Professionally, she is a corporate member of Malaysian Institute of Marketing and a life member of Malaysian Consumer and Family Economics Association. She actively involved in research projects in the area of consumer behavior, green marketing, relationship marketing, service marketing, and retailing. She has published more than 50 articles in both local and international journals, including International Journal of Retail & Distribution Management, British Food Journal, Cuadernos de Gestion, International Review of Management and Marketing, Australasian Marketing Journal just to name a few. She has also published more than 70 articles in conference proceedings. She can be reached at [email protected]