The economic psychology of health apps: Are consumers willing to pay for digital wellness?

This study investigates the economic psychology behind consumers' willingness to pay (WTP) for digital wellness applications, with a focus on the Indian market. Drawing on behavioural economics and marketing management theories, we assess how perceived usefulness, prior experience, and trust shape consumers' WTP for mHealth apps. A cross-sectional survey of 400 Indian users was conducted, and data were analyzed using multiple regression modeling. Results confirm that all three factors significantly predict WTP. The findings have strong implications for developers, marketers, and policymakers seeking to scale digital health in emerging markets like India.