Increasing mobile health application usage among Generation Z members: evidence from the UTAUT model

Research output: Contribution to journalArticlepeer-review


Purpose: The acceptance of mobile health (m-health) applications, especially those of a preventive nature, by individuals, is not well understood. Despite the benefits offered by m-health applications in improving and sustaining health and well-being through various avenues, widespread adoption is yet to be seen. Within this context, this study aims to reveal the enabling factors and barriers that influence the use of m-health applications among Generation Z (Gen-Z). Design/methodology/approach: The Unified Theory of Acceptance and Use of Technology (UTAUT) was extended with e-health literacy, trust and enjoyment constructs. Data from a survey study on 312 Gen-Z members were analysed via structural equation modelling, shedding light on the reasons why new generations adopt m-health apps. Findings: The findings indicate that social influence and enjoyment are the most significant factors influencing the use of m-health apps. The significant impact of performance and effort expectancy on intentions was also confirmed by the results. Moreover, privacy risk was identified as a barrier to adoption. The results also indicated that the strong influence of trust on privacy risk can be used to offset those privacy concerns. Practical implications: The findings highlight that hedonic motivation, which is commonly overlooked in health settings, plays an important role in m-health app use. Thus, promoting mobile app features that provide enjoyment will be influential in attracting the younger generation. Originality/value: The context of the study differs from the norm and focuses on a regional health tourism hub, Turkey, situated at the crossroads of Europe and Asia. UTAUT model is modified with relevant constructs, namely, enjoyment, e-health literacy and privacy risk, to better fit the m-health context.

Original languageEnglish
Pages (from-to)353-379
Number of pages27
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
Issue number3
Publication statusPublished - 4 Jul 2023


  • Mobile applications
  • Mobile health
  • M-health
  • E-health
  • Digital health


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