Purpose – The purpose of this paper is to explore the mobile health adoption behaviour of potential adopters and to provide guidelines for mobile health success. This study applied both health behaviour and consumer value research and developed an integrated research model to encourage mobile health adoption. Design/methodology/approach – The authors contacted about 1,800 potential respondents living in Seoul, Korea. The authors used stratified sampling to choose sampling areas and quota sampling to select the final sampling unit. A total of 550 interviews were conducted, and the data were analysed using a structural equation modelling technique with linear structural relations. Findings – The results demonstrate that usefulness, convenience and monetary values of mobile health positively influence adoption intention. Convenience and monetary values are strongly perceived by individuals who have experienced illness, but the effect of illness experiences on the usefulness value is insignificant. Gender, age and income do not influence adoption intention. Originality/value – There is no research yet studies mobile health adoption behaviour in the integrated view of consumer value and the health service research. This integrated adoption model of mobile health can be a response of the calls to develop the mobile health adoption model adapted to the health context and to identify added predictors of the mobile health adoption.

The number of older people in South Korea is growing dramatically, and the socio-psychological needs of these people have begun to change from those of elderly people in the previous Confucian culture. The anti-aging industry is popular among older South Korean consumers, and the Korean mass media have begun to broadcast new images of older people. The purpose of this research was to explore older Korean people's anti-aging needs by examining their consumptionrelated thoughts and behaviours in daily life. A theoretical framework is formulated to organize the coping processes and psychological mechanisms used by older Koreans to meet their anti-aging needs. A total of 25 older Korean consumers were interviewed, and the qualitative data are analysed to determine the main causes and, attributes of, and reactions to their anti-aging needs. The analysis of the in-depth-interviews shows that the older consumers' negative age stereotypes act as a stressor and that their need for anti-aging products is a defensive reaction. It is also found that older Korean consumers change their consumption behaviours to cope with negative age stereotypes and to satisfy their anti-aging needs, and two types of coping behaviours (problemfocused and emotion-focused) are revealed. The results of this study contribute to the academic explanations of the anti-aging phenomenon among older Koreans and enhance understanding of the perspectives of older Eastern consumers by revealing the existence of their anti-aging needs.

Although many studies have been conducted to determine factors that influence Internet adoption and use by older adults, the focus has tended to be on investigating the consumers' intention to adopt the Internet. Although the factors that influence intention to adopt lead to nonusers' initial Internet adoption, they do not guarantee continued and frequent Internet use thereafter. Therefore, our aims in this study were to identify the factors that facilitate and impede the process of Internet adoption by people aged 40 years and over. We conducted surveys with 410 consumers aged between 40 and 70 years and found that there are influential factors that are different and some that are identical at different stages of the Internet adoption process. Based on these findings, we discuss implications and suggest effective strategies to encourage consumers aged between 40 and 70 years to adopt and continue to use the Internet.

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