Adoption of mobile ICT for health promotion: An empirical investigation

Mihail Cocosila, Norm Archer

Research output: Contribution to journalJournal Articlepeer-review

84 Citations (Scopus)


This research is an unbiased empirical evaluation of user reasons to accept or resist a mobile information and communication technology (ICT) application for health promotion. This innovative use of mobile ICT consists of developing services that educate people to stay healthy, with clear benefits for both individuals and society. Receiving customized health advice through mobile devices may be an attractive service. However, despite their ability to support users, mobile services may sometimes irritate by being too intrusive. A 1-month experiment exposed participants to a health promotion application, delivered through their cell phones. This was the framework for the evaluation of an adoption model that included both positive and negative user adoption factors. Findings revealed intrinsic motivation to be a sufficient reason for adoption and a multi-faceted perceived overall risk factor as the main obstacle. Accordingly, when usefulness is less apparent, enjoyment may be a key factor for the adoption of mobile ICT for health promotion.

Original languageEnglish
Pages (from-to)241-250
Number of pages10
JournalElectronic Markets
Issue number3-4
Publication statusPublished - Dec. 2010


  • Health promotion
  • Mobile ICT
  • Motivation
  • Perceived risk
  • User adoption


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