@article{ART003367433},
author={Lee Jun Young and Park Jiho},
title={The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={3},
pages={21-30},
doi={10.21186/IPR.2026.11.3.021}
TY - JOUR
AU - Lee Jun Young
AU - Park Jiho
TI - The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 3
PB - Industrial Promotion Institute
SP - 21
EP - 30
SN - 2466-1139
AB - This study examines how AI-based perceived personalization and health interest are associated with customer loyalty through flow and whether self-efficacy moderates the relationship between perceived personalization and flow in mobile healthcare apps. Data were collected from 262 adult users with mobile healthcare app experience via an online self-administered survey conducted by a professional survey firm from July 24 to 30, 2025. Confirmatory factor analysis assessed the measurement model. Structural equation modeling including direct paths and 5,000 bootstrap resamples tested the structural paths and indirect effects, while moderation was examined using standardized composite-score regression. Perceived personalization and health interest showed significant positive paths to flow, and flow showed a significant positive path to customer loyalty. The indirect effect of perceived personalization was significant. The indirect effect of health interest was significant based on the BCa confidence interval but was sensitive to the confidence-interval method. The moderating effect of self-efficacy was not significant. These findings suggest that personalization design and users’ health interest may be linked to loyalty through flow, emphasizing the importance of early experience design in mobile healthcare apps.
KW - Perceived Personalization;Health Interest;Flow;Loyalty;Self-Efficacy;Mobile Healthcare App
DO - 10.21186/IPR.2026.11.3.021
ER -
Lee Jun Young and Park Jiho. (2026). The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow. Industry Promotion Research, 11(3), 21-30.
Lee Jun Young and Park Jiho. 2026, "The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow", Industry Promotion Research, vol.11, no.3 pp.21-30. Available from: doi:10.21186/IPR.2026.11.3.021
Lee Jun Young, Park Jiho "The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow" Industry Promotion Research 11.3 pp.21-30 (2026) : 21.
Lee Jun Young, Park Jiho. The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow. 2026; 11(3), 21-30. Available from: doi:10.21186/IPR.2026.11.3.021
Lee Jun Young and Park Jiho. "The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow" Industry Promotion Research 11, no.3 (2026) : 21-30.doi: 10.21186/IPR.2026.11.3.021
Lee Jun Young; Park Jiho. The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow. Industry Promotion Research, 11(3), 21-30. doi: 10.21186/IPR.2026.11.3.021
Lee Jun Young; Park Jiho. The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow. Industry Promotion Research. 2026; 11(3) 21-30. doi: 10.21186/IPR.2026.11.3.021
Lee Jun Young, Park Jiho. The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow. 2026; 11(3), 21-30. Available from: doi:10.21186/IPR.2026.11.3.021
Lee Jun Young and Park Jiho. "The Effects of AI-Based Perceived Personalization and Health Interest on Healthcare App Loyalty: The Mediating Effect of Flow" Industry Promotion Research 11, no.3 (2026) : 21-30.doi: 10.21186/IPR.2026.11.3.021
