Understanding public users' adoption of mobile health service

With the rapid development of mobile communication technology, the increase in the usage rate of mobile phones, recent advances in healthcare technology and current concerns arising over public health, mobile health has been attracting increasing attention. Although previous studies on the adoption of mobile services are quite extensive, few focus on public users' adoption of Mobile Health Service (MHS). In this study, we examine the determinants of user adoption of mobile health service based on the Technology Acceptance Model (TAM) and Health Belief Model (HBM). We find that perceived usefulness and benefits, perceived barriers and external cues positively affect user attitude toward MHS. Likewise, perceived service availability significantly influences the perceived ease of use as well as perceived usefulness and benefits, which with attitude directly enhances intention. We also find that the usage purpose of MHS has moderating effects. Finally, implications for mobile health marketing are discussed.