p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2449

Consumer Vulnerability After Pandemic Covid-19

on Using Mobile Health Apps

Christina Sudyasjayanti

Keywords: consumer

vulnerability; consumer

resilience; consumer

adaptability; purchase

satisfaction.

using health applications (Skowron & Kristensen, 2012). This is why the Ministry of

Health regulates the mapping of the digitalization path of health care services in

Indonesia by releasing the 2024 Health Digital Transformation Strategy Blueprint at the

end of 2021 (Kirk & Rifkin, 2020). The digitalization of health services is carried out to

simplify and facilitate access to services for the general public without reducing the

quality and efficiency of health services. "Connection between key players in the health

industry in a vast and diverse country like Indonesia is a must to ensure the success of

digital transformation in health services," said the Chief Digital Transformation Office

disrupted the mobility of many people. Boston Consulting Group (BCG) Managing

Director Sumit Sharma said that the pandemic had significantly boosted the local health

technology industry and increased health awareness. It was found that the applications

most used by Indonesians were Halodoc (71 percent), then Alodokter (56 percent), Klik

Dokter (30 percent), Good Doctor (13 percent), and YesDok (12 percent). The average

user of the application is 18-50 years old. The changing trends in the digital health

industry are also becoming more apparent. According to Sumit, pharmaceutical

companies and hospitals with digitized operations will be able to keep pace with

technological innovation and increase patient expectations for smoother and simpler

gaps and challenges among customers when using these apps. Some individuals may

lack the technological skills to navigate and utilize health apps effectively. The

complexity of specific apps, especially those with advanced features, can be a barrier

for users unfamiliar with smartphones or digital platforms. The COVID-19 epidemic,

lockdown, and social distancing measures have disturbed consumer purchasing and

shopping patterns. As a result, customers have experimented with new channels and

developed new habits. 75% of US customers tested new brands or channels during the

crisis, according to a recent McKinsey & Co. study. Many of these consumers adopted

"digital and contactless services, including curbside pickup, delivery, and buying online

for in-store pickup" (Friedlingstein et al., 2020). When the crisis passed, most customers

encouraged "late adopters" to make their first online purchases using the innovation

diffusion theory. During the pandemic, late adopters learn how to purchase online. The

ease and security of online shopping may help them get over their misgivings and

encourage them to keep shopping online once the pandemic is finished. Older

consumers usually adopt Internet purchasing later (Liu, He, Chen, & Gao, 2019).

Many customers are concerned about the privacy and security of their health data when

using apps. They worry about potential data breaches, unauthorized access to their

personal information, or misuse by app developers or third parties (Skordoulis et al.,

2018)v. These concerns can deter individuals from fully engaging with health apps.

customers' coping mechanisms for vulnerability, adaptation, and resilience to change

due to online shopping contribute to their behavioral processes regarding retail/purchase

satisfaction and repurchase. This is essential for businesses' following plans and

communication strategies. Hence, this research aims to answer the following research

questions: (1) Does consumer vulnerability caused by the lowest technology literacy

affect purchase satisfaction with healthy apps? (2) does consumer resilience related to

customers’ trust and customer privacy concerns affect purchase satisfaction on Healthy

Apps? (3) does consumer adaptability strengthen the relationship between consumer

vulnerability and consumer resilience toward purchase satisfaction?

from 2020 to 2023 and purchasing some products or services on Mobile Health Apps

from 2020 to 2023. The questionnaire taken from the previous research: 14 items on

consumer vulnerability adapted from (Skowron & Kristensen, 2012), five items on

consumer resilience adapted from Connor & Davidson (2003), one item on consumer

adaptability adapted from Milakovic (2021), and for purchase satisfaction consisted of

three items that adapted from Wolter et al. (2017), Thomson (2006), and Chun and

Davies (2006), while one item was developed by Milakovic (2021).

analyze the statistical result. First, the validity test was done using the result of AVE’s

value (Average Variance Extracted) of 0,5 and the value of the outer loading of 0,5.

Secondly, the inner model was conducted to analyze the relationship among variables,

which was measured through the value of R2. Lastly, path coefficients aimed to

measure the answer to the hypotheses with specific criteria, such as the t-statistics value

1.96 with p-values of 0,05.

consumer experience during the COVID-19 outbreak. The result showed that the

moderation effect of consumer adaptability upon consumer vulnerability toward

purchase satisfaction was rejected. The moderation effect of consumer adaptability on

consumer resilience toward purchase satisfaction also exists (Kholifah, 2022).

The domicile is spread across four large provinces on the island of Java: 36% from DKI

Jakarta, 28% from West Java, 19% from Central Java, and 17% from East Java. The

highest average of respondents’ educational background of respondents was a

Bachelor's degree, 54%; next was High School, 31%; college, 12%; Master's Degree,

3%; and PhD/doctor, 1%. The most extensive generational distribution of respondents

knowledge from subsequent CFA analyses.

Table 3 presents the CFA findings.

X2.4

research found that the p-value of the influence of consumer vulnerability on purchase

satisfaction was 0.000, meaning that H1 was accepted. This is in line with research

conducted by Shi et al. (2017) and Stewart & Yap (2020), which state that the higher a

person's level of technological literacy, the more influence it will have on the purchase

satisfaction of the product or service chosen. In this case, three dimensions of consumer

vulnerability significantly influence purchase satisfaction of Mobile Health apps,

including product promotion, purchase ability, and distinguish ability.

purchase satisfaction was 0.000, meaning that H2 was accepted and supported by

previous research (Ningsih et al., 2021). The background knowledge consumers possess

to use a product or service in certain situations, such as the COVID-19 outbreak,

requires consumers to be able to adapt to the disruption that occurs. So, if consumers

have enough information about existing threats, they will not be mistaken when

consuming the product. The educational background of the respondents supported this

Figure 3. Model Analysis

vulnerability on purchase satisfaction and consumer resilience on purchase satisfaction;

SCT theory, such as the influence of the COVID-19 outbreak leading to changes in

consumer psychological behavior. As previously said, the pandemic resulted in

significant behavioral and psychological changes due to consumers adjusting to the new

environmental conditions through coping and reaction (Kirk & Rifkin, 2020). Likewise,

the moderating influence of consumer adaptability on the relationship between