Consumers’ Preferences for Purchasing mHealth Apps: Discrete Choice Experiment

Abstract

Background: There is growing interest in mobile health apps; however, not all of them have been successful. The most common issue has been users’ nonadoption or abandonment of health apps because the app designs do not meet their preferences. Therefore, to facilitate design-preference fit, understanding consumers’ preferences for health apps is necessary, which can be accomplished by using a discrete choice experiment. Objective: This study aims to examine consumer preferences for health apps and how these preferences differ across individuals with different sociodemographic characteristics and health app usage and purchase experiences. Methods: A cross-sectional discrete choice experiment questionnaire survey was conducted with 593 adults living in Hong Kong. A total of 7 health app attributes that might affect consumers’ preferences for health apps were examined, including usefulness, ease of use, security and privacy, health care professionals’ attitudes, smartphone storage consumption, mobile data consumption, and cost. Mixed-effect logit regressions were used to examine how these attributes affected consumer preferences for health apps. Fixed effects (coefficient β) of the attributes and random effects of individual differences were modeled. Subgroup analyses of consumer preferences by sex, age, household income, education level, and health app usage and purchase experiences were conducted. Results: Cost was the attribute that had the greatest effect on consumers’ choice of health apps (compared to HK $10 [US $1.27]-HK $50 [US $6.37]: β=-1.064; P 100 MB-around 38 MB: β=.334; P <10 MB: β=.511; P