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

Authors: Brinda Sampat; Bala Prabhakar; Nilay Yajnik; Ashu Sharma

Addresses: NMIMS Global Access School for Continuing Education (NGA-SCE), NMIMS University, V. L. Mehta Road, Navyug Society, Navpada, JVPD Scheme, Vile Parle West, Mumbai, Maharashtra 400056, India ' Shobhaben Pratapbhai Patel School of Pharmacy and Technology Management (SPP-SPTM), NMIMS University, V. L. Mehta Road, Navyug Society, Navpada, JVPD Scheme, Vile Parle West, Mumbai, Maharashtra 400056, India ' Aditya Institute of Management Studies and Research, Aditya Educational Campus, R.M Bhattad Road, Ram Nagar, Borivali West, Mumbai, Maharashtra 400092, India ' SBM-NMIMS University, V. L. Mehta Road, Navyug Society, Navpada, JVPD Scheme, Vile Parle West, Mumbai, Maharashtra 400056, India

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.

Keywords: mobile health; m-health; fitness apps; dietary apps; technology acceptance model; TAM; trust; social influence; perceived behavioural control; developing countries; India.

DOI: 10.1504/IJBIS.2020.111641

International Journal of Business Information Systems, 2020 Vol.35 No.4, pp.471 - 496

Received: 26 Jun 2018
Accepted: 14 Oct 2018
Published online: 07 Dec 2020 *

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