What is Perceived Monetary Value

There is a growing tendency to use smartphones or other mobile devices for healthcare purposes, which offers a huge opportunity to improve public health worldwide and at the same time generates cost efficiencies and higher performance. In that vein, mobile devices make it easier to provide enhanced coaching and follow-up services through text or video messages and also through two-way interaction via social networks (e.g., Facebook) or virtual reality devices (e.g., Oculus). This delivery mode supports individuals or patients trying to break addictions, such as smoking or drinking. The authors propose and validate an explanatory model for the intention to adopt a mobile coaching service and applied it in the context of helping people in their smoking cessation efforts. This chapter uses the concepts of vicarious innovativeness, social influence, perceived monetary value, perceived enjoyment, and perceived irritation as key variables explaining the adoption patterns of this type of mobile coaching service.