In the current society, the integration of new technologies holds the potential to significantly enhance the delivery of patient care and facilitate self-monitoring practices within the realms of healthcare, wellness, and lifestyle management. This paper explores the role of individuals’ perceived product intelligence of healthcare mobile applications systems (i.e., the extent to which users attribute advanced cognitive capabilities and adaptive functionalities to these applications) by shedding light on the mediator role of behavioral activation system, and on the moderator role of perceived anthropomorphism. Grounded in the literature concerning technology adoption and human motivation, it is hypothesized that individuals who perceive mobile health applications as intelligent and efficacious tools for managing health-related information and tasks are likely to experience heightened positive affect and anticipation of rewards. These positive affective states, in turn, are postulated to activate the BAS, thereby prompting individuals to exhibit proactive behaviors aimed at acquiring the perceived benefits of the application. Consequently, the BAS may anticipate acting as an intermediary mechanism through which the effect of perceived product intelligence on intention to use mobile health applications is channeled. Furthermore, individuals' propensity for seeking anthropomorphic qualities in technology may play a moderating role in the relationship between their behavioral activation systems (BAS) and their positive intention to utilize mobile health technologies. Accordingly, results of an experimental study conducted among a sample of 507 international participants facing a fictious medical virtual agents, demonstrate that the perceived product intelligence of healthcare mobile application system positively influence individuals’ intention to use because their behavioral activation system that is the psychological mechanism representing the motivation and tendency of individuals to seek out rewards, engage in positive activities, and pursue goals that lead to pleasurable experiences. Importantly such effect is moderate by individuals perceived anthropomorphism seeking: Specifically, higher perceived anthropomorphism seeking (vs. lower) moderate the effect between behavioral activation system and intention to use.
Sestino, A., Nasta, L., Rossi Marco, V., Perceived Product Intelligence and Behavioral Activation System effects in Influencing Individuals’ Intention to Use Mobile Health Applications: The Moderator Role of Perceived Anthropomorphism, Abstract de <<XX Conferenza Annuale della Società Italiana Marketing (SIMktg): Marketing per il benessere, la salute, e la cura, Università di Firenze>>, (Firenze, 20-21 October 2023 ), N/A, Italia 2023: 1-5 [https://hdl.handle.net/10807/265195]
Perceived Product Intelligence and Behavioral Activation System effects in Influencing Individuals’ Intention to Use Mobile Health Applications: The Moderator Role of Perceived Anthropomorphism
Sestino, Andrea;
2023
Abstract
In the current society, the integration of new technologies holds the potential to significantly enhance the delivery of patient care and facilitate self-monitoring practices within the realms of healthcare, wellness, and lifestyle management. This paper explores the role of individuals’ perceived product intelligence of healthcare mobile applications systems (i.e., the extent to which users attribute advanced cognitive capabilities and adaptive functionalities to these applications) by shedding light on the mediator role of behavioral activation system, and on the moderator role of perceived anthropomorphism. Grounded in the literature concerning technology adoption and human motivation, it is hypothesized that individuals who perceive mobile health applications as intelligent and efficacious tools for managing health-related information and tasks are likely to experience heightened positive affect and anticipation of rewards. These positive affective states, in turn, are postulated to activate the BAS, thereby prompting individuals to exhibit proactive behaviors aimed at acquiring the perceived benefits of the application. Consequently, the BAS may anticipate acting as an intermediary mechanism through which the effect of perceived product intelligence on intention to use mobile health applications is channeled. Furthermore, individuals' propensity for seeking anthropomorphic qualities in technology may play a moderating role in the relationship between their behavioral activation systems (BAS) and their positive intention to utilize mobile health technologies. Accordingly, results of an experimental study conducted among a sample of 507 international participants facing a fictious medical virtual agents, demonstrate that the perceived product intelligence of healthcare mobile application system positively influence individuals’ intention to use because their behavioral activation system that is the psychological mechanism representing the motivation and tendency of individuals to seek out rewards, engage in positive activities, and pursue goals that lead to pleasurable experiences. Importantly such effect is moderate by individuals perceived anthropomorphism seeking: Specifically, higher perceived anthropomorphism seeking (vs. lower) moderate the effect between behavioral activation system and intention to use.
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