The Effect of Perceived Value, Brand Image, and Service Innovation on Student Usage of Mobile Services in Anhui Province

Abstract

This study explores the use of mobile health services by Chinese students and the factors affecting their satisfaction. It focuses on service innovation, perceived value, and brand image in their behavior. The research aims to develop a factor model examining these factors, test this model, explain the relationship, and establish new criteria for service innovation. The sample size is 385 students from 22 universities in Anhui Province, including Fuyang. The target audience consists of students at two prestigious Chinese institutions: Anhui Agricultural University and Fuyang Normal University. These institutions promote research and innovation, fostering a culture of entrepreneurship among students. The study concludes with a systematic summary of the main conclusions, suggestions for improving mobile medical use intentions, and a critique of the research's shortcomings. This study explores the use of mobile health services by Chinese students and the factors influencing their satisfaction. It focuses on service innovation, perceived value, and brand image in their behavior. The study finds a strong positive correlation between service innovation, perceived value, branding image, and mobile health service characteristics, boosting credibility. Factors such as user readiness, willingness to use, healthcare professionals' role, perceived usefulness, ease of use, and accessibility were found to affect user satisfaction. A MHS survey also showed positive correlations between cognitive, emotional, and action-oriented behaviors. A factor analysis model for service innovation, branding, and mobile health care was validated, showing that these variables strongly correlated with mobile health service characteristics. Usability, perceived benefits, and quality determined system success. Research should be affordable and accessible, and understanding consumer behavior and perceived value is crucial. The study shows that branding image indirectly affects performance using the Sobel test, suggesting that effective marketing requires a deep understanding of consumer behavior and value.