JMIR Publications

ABSTRACT

Background:

The Doctor-to-Doctor (D2D) application is a mobile healthcare learning (m-learning) application that aims to support continuous learning programs, often called continuous medical education. One of the metrics of m-learning success is the average amount of time spent each month on the application, which is a component of stickiness, the tendency of users to use applications repeatedly. Stickiness metrics are important because they have a direct effect on user retention.

Objective:

This study aims to determine the factors that affect user stickiness of D2D. The research framework is built on the stimulus-organism-response theory.

Methods:

This study uses a mixed methods approach with 520 health worker respondents, including general practitioners, dentists, specialists, and medical students, as users of the D2D application. Quantitative data processing was analyzed using covariance-based structural equation modeling, while qualitative data analysis was conducted using the content analysis method.

Results:

This study found that cognitive and emotional applications affected health workers’ stickiness in m-learning. On the other hand, factors related to the functionality of the application and health workers’ experience have been proven to affect cognitive and emotional applications.

Conclusions:

The results of this study will help m-learning service providers increase user stickiness in m-learning.