Examining Protection Motivation and Network Externality Perspective Regarding the Continued Intention to Use M-Health Apps.

M-health apps have developed rapidly and are widely accepted, but users' continued intention to use m-health apps has not been fully explored. This study was designed to obtain a better understanding of users' continued intention to use m-health apps. We developed a theoretical model by incorporating the protection motivation theory and network externalities and conducted an empirical study of a 368-respondent sample. The results showed that: (1) perceived vulnerability has a direct impact on users' self-efficacy and response efficacy; (2) self-efficacy and response efficacy have a direct impact on users' attitudes and continued intention; (3) network externalities affect users' attitudes and continued intention, among which direct network externalities have an indirect impact on users' continued intention through attitude; and (4) the impacts of self-efficacy, response efficacy, and indirect network externalities on continued intention are partially meditated by attitudes.