The impact of mHealth apps’ affordance on consumers’ novel food purchasing decisions

Mobile health apps (MHAs) provide users with exercise support and dietary recommendations. They also suggest a wide range of novel foods. However, some users may face food neophobia, a reluctance to try unfamiliar foods, as well as the “omnivore’s paradox”. Optimizing the features that promote novel food acceptance among consumers is important for enhancing the operational performance of MHAs. Drawing on technology affordance theory and mind perception theory, this study examines how technology affordance affects consumers’ acceptance of novel foods in MHAs. Using survey data from 422 MHA users, this study employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis method. The findings reveal that MHAs’ technology affordance positively impacts consumer perceptions of novel food characteristics and facilitates purchase decisions. Additionally, this study provides recommendations for improving the functioning of MHAs and online marketing efforts for novel foods.