“Exploring Intention on Continuous Use of Mobile Health Applications Designed by Persuasive Technology: ‘Adımsayar’ Case Study”, authored by Seray Öney Doğanyiğit (Instructor at BİLGİ MA in Public Relations and Corporate Communication), has been published within the book Current and Emerging mHealth Technologies – Adoption, Implementation, and Use, edited by
Mobile applications for healthcare exist in large numbers today, but most users do not continue to use them after a short period of initial usage, and much remains unknown in regard to user habits. This study focused on the influential factors on motivation of behavior and intention of users toward continuous usage of health applications after downloading them. The study was planned in three sections. In the first stage, the user demographics; in the second, the application usage; and in the last stage, the factors that influence the intention of users on using the application were collected and analyzed. A hybrid model based on Ajzen’s theory of planned behavior and Fogg’s captology was proposed as the research model of this study. The findings revealed that as the users have more trust in the health application to promote their healthy behavior (behavioral attitude), they will have control over the application (perceived behavioral control) and higher tendency to continue using the applications, and the applications have more persuasive features (captology). Additionally, as the part of the hybrid model, trust dimension has been used as a moderator, since this variable had a significant role over the individuals’ intentions toward continuing to use the application. To be used in this study, Adımsayar application was introduced, which was designed to encourage healthy behavior.