Understanding the users' motivation and barriers in adopting healthcare apps: A mixed-method approach using behavioral reasoning theory

Despite the proven capabilities of smartphone-based health care apps their adoption in developing nations is still not encouraging. The present research attempts to understand the users' motivations and barriers to adopting and using healthcare apps through the lens of Behavioral Reasoning Theory (BRT). The present research uses a mixed-method approach conducted in the two-phase: Phase 1- qualitative study (thematic analysis) and phase 2- quantitative analysis (structural equation modeling). The thematic analysis helps identify the motivators- “reason for” and barriers- “reason against” among users while using healthcare apps. Further, the output of the thematic analysis was incorporated into the questionnaire survey to get a comprehensive understanding. A total of 311 usable responses were collected through the survey for testing the hypothesized relationships. The findings suggested personal value (openness to change) and social value were associated with “reason for” and “reason against,” which further influences users' attitudes and intentions towards using healthcare apps. The findings also confirm domain-specific innovativeness moderating effect on the association between reason against & intention and attitude and intention towards using healthcare apps. The findings provide insights to policymakers and marketers that will help to increase the adoption intention of healthcare apps among users.