The purpose of this study is to investigate
empirically the role of consumer perceived risks in the adoption of mobile
health services. A theoretical model including the perceived risk associated
with the activity targeted by a mobile health service and the perceived risk
associated with the mobile service itself was
developed and tested empirically in the context of an application supporting
smoking cessation. The model was validated in a cross-sectional experiment
conducted with 422 consumers in the UK and Canada. Findings show that while risk triggered by the nature of a
health promotion activity is a strong driver of the adoption of the
supporting mobile health service, risk related to the actual application targeting that activity is a comparatively weaker
obstacle. The two contrasting risk perspectives are highly significant
as they together explain over 31% of the
variance in consumer intention to use the mobile health service, independently from other adoption factors.
Overall, this study demonstrates that consumer risk perceptions alone
are a multifaceted and meaningful component
in mobile health services adoption, and that this element should not be
overlooked in more complex research models.
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