Consumer acceptance of m-wellbeing services: a social marketing perspective

What is it about?

Looks at how the Model of Goal-Directed Behaviour explains young adults’ acceptance of self-help mental health service delivered via mobile phone. For young adults who reported stress, anxiety or depression’ the research shows that their beliefs about their ability to use and stick with the mobile phone self help service is an important factor in their acceptance of the service, as are their beliefs about alternatives services that achieve the same goal.

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Why is it important?

The study is the first to examine factors that influence consumers' acceptance of technology-based self-service for credence services aimed at achieving a social goal and contributes to attitudinal research by providing initial evidence for deepening and broadening the Model of Goal-Directed Behaviour in the context of technology-based self-services.