라이프스타일이 모바일 헬스 앱 소비에 미치는 영향에 관한 연구

Since the advent of mobile phones, mobile technologies and the related service markets have been growing rapidly. In particular, the mobile health industry has recently been recognized as one of the most promising industries. Therefore, this study analyzed the influence of consumers" lifestyle on health application (briefly app) consumption. This study employs twenty lifestyle variables consisting of health related variables such as exercise, drinking, smoking, obesity index and general lifestyle variables such as mobile phone use time and public transportation type. The analysis was performed through three steps based on the following techniques: rule induction technique, logistic regression analysis, and artificial neural network. The results showed that health app consumption was significantly impacted by six lifestyle variables, whose order of importance was as follows: obesity index, mobile phone use time, sleeping time, body shape, breakfast, and health expenditure. In addition, the test predictive power of these variables was 74.8%. The results of this research are expected to be useful for mobile health service providers to design new app-based services or develop marketing strategies for their services.