The Effect of Perceived Interactivity and Social Norm to the Continuance Use of Mobile Wellness Apps

Usage of Mobile Wellness Applications (MWA) has been proven to be one of the ways to overcome obesity thorough the practice of self-monitoring. However, based on the literature, users have difficulties in prolonging the usage of MWA. Study of MWA continuance use seems to be one of the less explored and least examined topics in Information Systems (IS) domains. Also, most of the existing research regarding MWA are not guided by IS theories. Thus, this study aims to identify the factors that influence continuance use of MWA in the context of Malaysia by adapting the Information Systems Continuance Model (ISCM) as a post adoption IS theory. A pilot study was applied using the purposive sampling technique and data were collected from 30 MWA users who had undergone a wellness program. Partial Least Squares (PLS) method based on Structural Equation Modelling (SEM) was used for analyzing the survey data. The outcome of this study offered a theoretical model for encouraging the continuance use of MWA. This pilot study research reveals that Perceived Interactivity and Social Norm influence the Continuance Intention to use MWA and Satisfaction is found to be the strongest factor.