Examining the hesitation incentives on the usage of mobile cosmetic medical systems Online publication date: Thu, 30-Apr-2015
by Li-Ling Liu; Steve Kuang-Husn Shih
International Journal of Mobile Communications (IJMC), Vol. 12, No. 5, 2014
Abstract: Purpose: Implementing the apps of mobile cosmetics medical system (MCMS) is a trend to promote medical cosmetics healthcare services. The main concept of MCMS is to construct an instantaneous information platform for cosmetics medical patients through a mobile app system. This study focuses on the usage behaviours of MCMS, and examines the consumer hesitation introduced by Greenleaf and Lehman (1995). Design/methodology/approach: This study utilises a structure equation modelling (SEM) method to examine the factors that will introduce users' hesitation on the usage of MCMS. In total, 900 participants were given an assurance of confidentiality. 414 questionnaires were retrieved, indicating a response rate of 46.0%. Findings: The result shows MCMS consumer hesitation is positively affected by consumers' perceived financial risk and psychological risk. Practical implications: These findings suggest that cosmetic medical institutions should implement strategies to prevent risk and uncertainty generated by their systems to reduce the consumer hesitation.
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