JMIR Publications

ABSTRACT

Background:

Smartphones and their associated technology have evolved to an extent where these devices can be used to provide digital health interventions. However, a few studies have been conducted on the willingness to use (WTU) and willingness to pay (WTP) for digital health interventions.

Objective:

This study confirmed the WTU and WTP for digital health interventions, which can be determined based on prior service-related experience and the contents of the services.

Methods:

We conducted a nationwide online survey in three groups: non-users (n=506), public service users (n=368), and private service users (n=266). Participants read situation scenarios about their health status (to imagine themselves as part of a high-risk group and chronic patients) and digital health intervention models (Self-management, Expert-management, Medical-management). They were then asked to respond to the questions on WTU and WTP.

Results:

Public service users had a greater intention to use digital health intervention services than non-users and private service users (Scenario A (Health-risk situation & Self-management): non-users (OR=.239, S.E=.076, p<.001), private service users (OR=.138, S.E=.044, p<.001); Scenario B (Health-risk situation & Expert-management): non-users (OR=.175, S.E=.040, p<.001), private service users (OR=.219, S.E=.053, p<.001); Scenario C (Chronic disease situation & Expert-management): non-users (OR=.413, S.E=.094, p<.001), private service users (OR=.401, S.E=.098, p<.001); Scenario D (Chronic disease situation & Medical-management): non-users (OR=.480, S.E=.120, p=.003), private service users (OR=.345, S.E=.089, p<.001). In terms of WTP, in scenario A and B, those who used the public and private services had a higher WTP than those who did not (Scenario A: β=-.397, S.E=.091, p<.001; In scenario B: β=-.486, S.E=.098, p<.001). In scenarios C and D, private service users had greater intention to pay than public service users (β=.264, S.E=.114, p=.021), while public service users had greater WTP than non-users (β=-.336, S.E=.096, p<.001). In scenarios D, private service users were more willing to pay for the service than non-users (β=-.286, S.E=.092, p=.002).

Conclusions:

This study is significant in that the WTU and WTP for digital health interventions were confirmed from the users’ perspective based on their prior service experience. Although the digital healthcare market has high potential for growth, it is necessary to provide services centered on scientific and objective evidence, so that the users can verify their effectiveness.