Role of health consciousness and self-image congruence in shaping user perceptions toward the adoption of mobile health applications

Purpose This study aims to investigate the factors influencing the adoption of mobile health applications (mHA), with a particular focus on psychological, health-related and utilitarian drivers of users’ intention to adopt mHA. Design/methodology/approach This study used a single cross-sectional design with a purposive sample of 390 participants, including both users and nonusers of mHA across India. Building on an extended technology acceptance model (TAM), the research used pre-established, validated scales to measure key constructs. Data were collected through an online survey administered via Google Forms and analyzed using structural equation modeling with SmartPLS 4.0 to test the hypothesized relationships within the proposed framework. Findings The results demonstrate that perceived usefulness (PU), perceived ease of use (PEOU), self-image congruence (SIC) and attitude significantly influence the intention to use mHA. Additionally, attitude and perceived usefulness mediate the relationships between key predictors and intention to use, while health consciousness moderates the effects of perceived ease of use and self-image congruence on adoption intention. Practical implications The findings offer valuable guidance for developers and marketers to use segmentation, targeting and positioning strategies aimed at boosting the adoption of mHA. By providing a comprehensive perspective, this study supports the development of sustainable and user-centered solutions that empower individuals in achieving their health goals. Originality/value While prior research on mHA has predominantly focused on utilitarian and health-related factors, this study makes a novel contribution by incorporating the psychological dimension of consumer behavior. By integrating the TAM and congruity theory, this research offers a more holistic understanding of the factors driving mHA adoption. The findings can inform the design of more engaging and effective health applications that promote better self-care and health outcomes.