Journal article

Adoption and non-adoption motivational risk beliefs in the use of mobile services for health promotion

Mihail Cocosila, Ofir Turel

INTERNET RESEARCH | EMERALD GROUP PUBLISHING LTD | Published : 2019

Abstract

Purpose: The purpose of this paper is to validate empirically a theoretical model that integrates an innovative construct capturing consumers’ non-adoption risk belief associated with not using a mobile service designed to support them in a non-leisure activity. Design/methodology/approach: A theoretical model contrasting perceived non-adoption risk to perceived adoption risk of a mobile service supporting health promotion was developed and tested with a sample of potential consumers in North America. Findings: Results show that non-adoption risk is a moderately strong antecedent of motivational factors in contrast to adoption risk that hinders the acceptance of a mobile service supporting h..

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