Previous studies on mobile health service (MHS) adoption focus on the subjective perceptions leading to technology adoption (e.g., protection motivation factors), while neglect how adoption behavior can be shaped through the message design strategies which are more operable in practice. To fill this gap, this study drawing upon fear theory and prospect theory investigates the impacts of fear appeal and coping appeal on MHS adoption intention. Through the experimental data of 204 users, our results confirm that there is an inverted-U relationship between fear appeal and adoption intention such that adoption intention is highest when fear appeal is at the medium level. Although the framing effect of coping appeal is not supported, the results show that there is a significant interaction effect of fear appeal and coping appeal. This study advances the theoretical understanding on MHS adoption by considering the role of fear appeal and coping appeal, and provides practical suggestions about MHS persuasion accordingly.
Sun, Yongqiang and Feng, Yafei, "Persuasion Matters: Investigating the Role of Fear Appeal and Coping Appeal in Mobile Health Technology Adoption" (2020). PACIS 2020 Proceedings. 164.
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