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Adoption of mobile fitness and dietary apps in India: an empirical study

Author

Listed:
  • Brinda Sampat
  • Bala Prabhakar
  • Nilay Yajnik
  • Ashu Sharma

Abstract

The use of mobile health (m-health) applications (apps) to provide healthcare services is on the rise in developing countries. However, their adoption in India is in its infancy. There is a rise in non-communicable diseases in India due to urbanisation, sedentary lifestyles and changing diets. Mobile fitness and dietary (MF%D) apps provide various features that can help promote healthy living. The purpose of this paper is to develop and empirically test a conceptual model by extending technology acceptance model (TAM) to establish how factors such as trust, social influence and perceived behavioural control influence the adoption of MF%D apps. A conceptual model with the hypothesised causal paths among the constructs have been empirically validated with the help of structural equation modelling (SEM) using AMOS with a sample of 234 MF%D app users. Results reveal perceived usefulness and trust are the most important factors that lead to adoption of MF%D apps.

Suggested Citation

  • Brinda Sampat & Bala Prabhakar & Nilay Yajnik & Ashu Sharma, 2020. "Adoption of mobile fitness and dietary apps in India: an empirical study," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 35(4), pages 471-496.
    • Handle: RePEc:ids:ijbisy:v:35:y:2020:i:4:p:471-496
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