スマートフォン向けヘルスケアアプリケーションの課金における価値構成要素

抄録

The purpose of this study is to clarify the elements of value for in-app purchase of smartphone healthcare application among healthy 10s to 60s who pay regularly for the application.

The subjects were 70 healthy men and women in 10s to 60s who continuously charged for the application in the last year. Wilcoxon signed-rank sum test was used to examine 36 value elements ("Functional value", "Emotional value", "Life-changing value", "Social impact", "Healthcare-related value" and “Other”), which were evaluated using five-point scale separately for free and for charging on a regular basis.

As a result, the evaluation of "Emotional value" and "Healthcare-related value" significantly higher when charging than when free. It was suggested that “Emotional value” and “Healthcare-related value” are the elements of value for in-app purchase of smartphone healthcare application.