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A positive spiral effect of M-health app videos

Author

Listed:
  • Junhyoung Oh

    (Seoul Women’s University)

  • Hyunsung Kim

    (LG CNS)

  • Sanghwa Kim

    (National Rehabilitation Center)

  • Byungwan Koh

    (Korea University Business School, Korea University)

Abstract

With the advance of mobile technologies, especially after the COVID-19 pandemic, the concept of “home exercise” has emerged as a trend, and mobile health applications (m-health apps) have been at the center of this trend. M-health apps are mobile applications that are designed to intervene in users’ behaviors and facilitate their physical activity. However, the effects of m-health apps on users’ physical activity are not yet conclusive—the findings of prior studies are mixed. Complementing these prior studies, our study investigates whether watching exercise videos that an m-health app provides (m-health app videos) on day $$t-j$$ t - j is positively associated with the level of physical activity on day $$t$$ t , while controlling for the relationship between the level of physical activity on day $$t-j$$ t - j and the time spent watching m-health app videos on day $$t$$ t , where $$j\in \left\{\text{1,2},\dots ,J\right\}$$ j ∈ 1,2 , ⋯ , J , by using the panel-vector autoregressive (PVAR) model and impulse response functions (IRFs). From the data of 4725 m-health app users, we find that m-health app videos create a positive spiral (or virtuous cycle) effect. M-health app videos motivate users to engage in physical activity, which in turn persuades them to continue watching m-health app videos and thus continue using the app.

Suggested Citation

  • Junhyoung Oh & Hyunsung Kim & Sanghwa Kim & Byungwan Koh, 2025. "A positive spiral effect of M-health app videos," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.
  • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00773-z
    DOI: 10.1007/s12525-025-00773-z
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    More about this item

    Keywords

    Mobile health applications; Exercise videos; Panel-vector autoregressive model; Impulse response functions; Positive spiral effect;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • I19 - Health, Education, and Welfare - - Health - - - Other

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