Customers’ Technology Acceptance of Mobile Applications for Personalized Healthcare

In line with the global trend towards mobile technologies and the increased interest in personalized healthcare solutions various mobile applications for personalized healthcare have been created. The acceptance rate is lower than accepted and existing academic research reveals the need for further examination of the factors motivating people to use such applications. The present study, based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model, examines the extent of the influence of price value, social influence, hedonic motivation and performance expectancy on the behavioural intention of end customers to use mobile health applications. The moderating factors age, gender and experience are also assessed. A survey was conducted among 123 residents of Bulgaria, aged 18-50, who are actively using smart phones. The researcher discovered that performance expectancy, followed by hedonic motivation, are the factors with the strongest influence on the individuals’ decision to use mobile health applications