Impact of Cognitive, Affective, and Conative Domains on M-Health Usage

This report delves into the cognitive, affective, and conative domains within the context of m-health service quality and consumer behavior. It explores how consumers perceive, feel about, and act upon m-health services, drawing on established theories such as the trilogy of mind and the theory of reasoned action (TRA) and the theory of planned behavior (TPB). The cognitive domain examines users' awareness, beliefs, and knowledge of m-health services, while the affective domain focuses on the development of positive or negative feelings (satisfaction). The conative domain then translates these feelings into usage behaviors. The report also discusses the impact of social and personal norms on usage behavior, highlighting the interplay between intention and actual behavior. It emphasizes the importance of understanding these domains to predict and influence consumer loyalty and service adoption within the m-health landscape.

T eoreti al fra e orh c m w k:
T e trilog of ind T M studies el to understand t e s o eh y m ( O ) h p h c p of ogniti e andc v
so ialc no ledge ara teristi s of eo le i are e lored in a ariet of s ologi alk w ch c c p p . wh ch xp v y p ych c
and onsu er be a iour researc m h v ch.
ong t e trilog odels ilgard s " ognition affe tion and onation" odel as re ei edAm h y m , H ' c , c , c m h c v
a lot of attentions in so ial s ien e resear es Cognition is t e ental state in i eo lec c c ch . h m wh ch p p
a uire no ledge about an ob e t or ser i e and be o e a are of it ile affe tion is t ecq k w j c v c c m w , wh c h
e otional state in i eo le de elo feelings of li e or disli ing for it Conation on t em wh ch p p v p k k . , h
ot er and is asso iated it t eir intentions and li eli ood of e e uting s e ifi a tionsh h , c w h h k h x c p c c c .
T e abilit to o re end and redi t t e be a iour of ot ers a ording to resear ersh y c mp h p c h h v h , cc ch ,
as a odular biologi al and in erent foundation led b t e triolog of ind ennish m , c , h , y h y m . D
de elo ed a tri artite odel(2010) v p p m based on ilgard s trilog i is o onl used inH ' y, wh ch c mm y
business resear to des ribe different usto ersch c c m ' ental states eo le a e ulti lem . P p h v m p
states of ind a ording to ennis in luding " ogniti e do ain " "affe ti em , cc D (2010), c c v m , c v
do ain " and " onati e do ain " ased on t ese t eories se eral resear in ludedm , c v m . B h h , v ch c
ta ono it different ental states in luding ogniti e affe ti e and onati ex my w h m c c v , c v , c v .
n t e real of onsu er be a iour t is triolog of ind is idel used arr and o ardI h m c m h v , h y m w y . B y H w
in estigated t e ogniti e affe ti e onati e onne tion(2014) v h c v - c v -c v c c to better understand t eh
i a t of ad ertising ones and Ta lor arris and oode and M Mullan andmp c v . J y (2016), H G (1998), c
il ore all used t is onne tion to easure onsu er lo alt uo uab andG m (2010) h c c m c m y y (Q q
Mo a ad ording to li er t e ogniti e e otional and onati eh mm , 2020). Acc O v (1997, 1999), h c v , m , c v
do ains all ontribute to a fir l eld o it ent i redi ts t at usto ers ouldm c m y h c mm m , wh ch p c h c m w
be o e lo al first in a ogniti e sense t en in an affe ti e sense and last in a onati ec m y , c v , h c v , c v
sense.
n regard to ealt ser i e ualit satisfa tion and usage be a iour t ese t ree do ainsI m-h h v c q y, c h v h h m
are ie ed as follo sv w w :
Cogniti e do ainv m
T e ogniti e do ain refers to an indi idual s le el of ser i e related attributes ideash c v m v ' v v c - , ,
beliefs no ledge and a areness T us it is t e o onent of a erson s attitude t at, k w , w . h , h c mp p ' h
refle ts t eir belief or o inionc h p .
T e onsu er s a ess to ser i e attribute infor ation at t is ase suggests t at t eh c m ' cc v c m h ph h h
ser i e is referable to its alternati es i arious or rior no ledge as ell as re entv c p v . V c p k w , w c
e erien e based infor ation an all a e an i a t on ognition ording to li erxp c - m , c h v mp c c . Acc O v
at t is ase lo alt is fo used to ard t e ser i e be ause of t is no ledge(1997), h ph , y y c w h v c c h k w
attribute erfor an e le els( p m c v ).

n t e resent stud ogniti e do ain re resents users er e tion about t e ealtI h p y c v m p ’ p c p h m-h h
ser i e ualit T eir beliefs a areness t oug ts no ledge and attributes asso iatedv c q y. h , w , h h , k w c
it ealt ser i ew h m-h h v c .
Consu er a areness of t e ualit of ealt ser i em w h q y m-h h v c i a ts t eir satisfa tion andmp c h c
usage intention a ording to re ious resear ter Consu ers satisfa tion and, cc p v ch (Ak , 2010). m ' c
usage be a iour is li el to en an eh v k y h c as a result of t eir belief and no ledge about t eh k w h
ualit of ealt ser i esq y m-h h v c .
T is onsu er state on t e ot er and is onsidered s allo in natureh c m , h h h , c h w . f satisfa tion is notI c
ro essed as t e transa tionp c h c is routine su as utilit distribution tras olle tion t e( ch - y , h c c ), h
de t of t is stage is little ore t an basi erfor an e and all erfor an e onl odelsp h h m h c p m c , p m c - y m
a l in t ese s enarios en a usto er s satisfa tion is ro essed it be o es an artpp y h c . Wh c m ' c p c , c m p of
t eir e erien e it e otional i li ationsh xp c , w h m mp c affe ti e o ertones( c v v ) an and C oi(H h , 2019).
ffe ti e do ainA c v m :
n e users be o e no ledgeable about t e ser i e er ei ed ealt ser i e ualitO c c m k w h v c (p c v m-h h v c q y),
t e o e on to t e affe ti e stage and de elo eit er ositi e or negati e feelings to ardh y m v h c v v p h p v v w
t e ser i e ser i e satisfa tion T us t e affe ti e do ain refle ts a erson s li es disli esh v c ( v c c ). h , h c v m c p ' k , k ,
and referen es t s t e art of an attitude t at deals it e otions or feelingsp c . I ' h p h w h m .
T e attitude or li ing for t e ser i e de elo s at t is as a result of u ulati el satisf ingh k h v c v p h c m v y y
usage e erien esxp c .
Indi iduals satisfa tion it t e ualit of ealt ser i es is redi ted to in rease t eirv ' c w h h q y m-h h v c p c c h
ealt ser i e usage be a iour in t is studm-h h v c h v h y.
ffe t is not easil dislodged ereas ognition an be sub e ted to ounter argu entationA c y , wh c c j c c m .
T e degree of affe t li ing for t e ser i e is t e fo us of t e ser i e lo alt at t is stageh c ( k ) h v c h c h v c y y h
li er o e er t is for of lo alt li e ogniti e lo alt is sus e tible to(O v , 1997). H w v , h m y y, k c v y y, c p
s it ing as de onstrated b resear indi ating t at a substantial nu ber of brandw ch , m y ch c h m
defe tors lai to a e re iousl been leased it t eir brand a eno enon no n asc c m h v p v y p w h h , ph m k w
t e "satisfa tion tra " s a result it ould be referable if onsu ers ere ore lo al to ah c p. A , w p c m w m y
ig er e tent to ards t e ser i eh h x w h v c an and C oi(H h , 2019).
Conati e do ainv m :
t t e onati e stage users feelings satisfa tion are on erted into a tions usageA h c v , ’ ( c ) c v c (
be a iours Conation is onsidered a be a ioural or ental ro ess lin ed it goalh v ). c h v m p c k w h -
dire ted a tion in s olog t refers to a erson s o it ent to in est energ into is orc c p ych y. I p ' c mm m v y h
er a tionh c in order to a ie e a s e ifi goal ualit of lifech v p c c (q y ).

T e onati e stage of is dri en b fre uent e ents of fa ourable affe t to ard t e ser i eh c v v y q v v c w h v c . tI
is assu ed t at t e orem h h m an indi idual as t e desire to use t e ealt ser i e andv h h h m-h h v c
i ro e t eir ualit of life t e ore e or s e ill ontinue using t e ser i emp v h q y , h m h h w c h v c . an and(H
C oih , 2019)
n addition to define t e relations i s bet een so ial and ersonal nor s it usageI h h p w c p m w h
be a iour t is stud ado ted t e t eor of reasoned a tion T en and Fis beinh v , h y p h h y c ( RA) (Ajz h ,
and t eor of lanned be a ior T en n t e t eor of reasoned a tion1980) h y p h v ( PB) (Ajz , 1991). I h h y c
T en and Fis bein and t eor of lanned be a iour T one of t e essential( RA) (Ajz h , 1980) h y p h v ( PB), h
ariables is t e idea of a so ial nor or sub e ti e nor en ot t eories i lv h c m j c v m (Ajz , 1991). B h h mp y
t at sub e ti e nor s are i ortant in de elo ing be a ioural intentions i t en affe th j c v m mp v p h v , wh ch h c
a tual be a iour ersonal or oral nor s a e been o onl used as an additionalc h v . P m m h v c mm y
redi tor alongside attitude so ial nor and er ei ed ontrol in resear in t e traditionp c , c m, p c v c ch h
of reasoned a tion and lanned be a iour t eoriesc p h v h .