Role of Fear of Missing Out (FOMO) in Shaping User Perception Towards the Adoption of Mobile Health Applications

Purpose: The progression in the technology field has resulted in a lack of physical activity and poor diets, leading to health problems. Many individuals are turning to mobile health applications (mHAs) to manage their health and well-being. Despite significant investment in developing mHA, research indicates that the adoption rate of mHAs remains low, with inadequate user acceptability being a primary reason. Therefore, this study aims to propose a framework that provides a deeper understanding of the factors that influence users’ decision-making towards mHA. Design/methodology/approach: The study used a single cross-sectional design to collect 353 responses from both users and non-users, using a purposive sampling technique. The collected data were analysed using structural equation modelling (SEM) using Smart PLS 4.0 software. Additionally, the study validates a more vigorous behavioural model, providing a comprehensive understanding of the adoption of mHA. Findings: The findings of the study accentuate the significant influence of PU, PV, PEOU, and attitude on the intention to adopt mHA. Additionally, the study investigated the mediation role of attitude and PU. Furthermore, the study examined the moderating role of FOMO on the underlying relationships. Practical Implications: The study will provide a holistic model grounded on three theories, namely, TAM, self-determination theory, and protection motivation theory, to determine consumers’ intention to adopt mHA. Also, the study advances the existing literature by investigating the interactive role of FOMO on the technology acceptance model (TAM) and health beliefs. Furthermore, this study aims to develop a deeper understanding of user acceptance by analysing the behavioural pattern to create a more user-centric mobile health solution and provide developers and marketers with insights to enhance user acceptability and improve the overall adoption rates of mHAs. Originality/Value: Previous literature on mHAs has mainly focused on the utilitarian factors; however, the technology acceptance behaviour of a consumer is influenced by the utilitarian and symbolic dimensions. The relevance of symbolic elements, particularly FOMO, has, somehow, eluded the attention of scholars towards mHAs. Further, there is a limited understanding of how symbolic beliefs interplay with the TAM and health beliefs. Therefore, this study introduces TAM, PMT, and SDT in the context of mHAs to provide a holistic view of the influence of utilitarian, symbolic, and health dimensions on users’ intention to use mHAs.