Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range. A tailored online survey involving participants aged 18 to 60 revealed a strong positive correlation between brand loyalty and increased willingness to pay. The findings also underscore the influence of Conscientiousness and Energy on brand loyalty, alongside the moderating effect of product price range. Specifically, habit-based loyalty dominates low-priced, routine purchases, while higher-priced decisions involve deeper cognitive-affective evaluations. These insights offer valuable guidance for enhancing customer satisfaction and optimizing brand profitability.

Journal of Medical Internet Research - International Scientific Journal for Medical Research, Information and Communication on the Internet #Preprint #PeerReviewMe: Warning: This is a unreviewed preprint. Readers are warned that the document has not been peer-reviewed by expert/patient reviewers or an academic editor, may contain misleading claims, and is likely to undergo changes before final publication, if accepted, or may have been rejected/withdrawn. Readers with interest and expertise are encouraged to sign up as peer-reviewer, if the paper is within an open peer-review period. Please cite this preprint only for review purposes or for grant applications and CVs (if you are the author). Background: AI-driven mobile health (mHealth) applications are emerging as a promising tool for health management, yet little is known about users' psychological perceptions and attitudes towards these technologies. Understanding these aspects is crucial for both the appropriate design and the effective use of these technologies, ensuring the psychological and physical well-being of potential end users. Objective: This study aimed to investigate the attitudes and perceptions of young adults towards a possible use of AI-driven mHealth applications, focusing on the perceived benefits and potential concerns related to their future adoption. Methods: A qualitative focus group methodology was employed. Fifteen participants (12 men, 3 women, mean age 27 years) were recruited. Data were analyzed using thematic analysis to identify key themes influencing engagement with these technologies. Results: Four main themes emerged: “Usability,” which emphasized the importance of user-friendly, personalized experiences; “Innovation and Reliability,” where participants expressed both enthusiasm and skepticism towards AI’s potential; “Affectivity and Interaction with AI,” highlighting mixed opinions on the emotional impact of AI interactions; and “Perceived Risks,” which focused on concerns regarding data privacy and the need for human supervision. These factors contributed to ambivalent attitudes towards AI-driven mHealth apps, with some participants being open to adoption, while others remained cautious. Conclusions: To foster greater engagement with AI-driven mHealth apps, developers should prioritize usability, trust, emotional support, and privacy issues, considering users’ psychological needs and expectations. The findings offer valuable insights for designing more user-oriented mHealth solutions. Further research should explore how perceptions evolve with direct experience and long-term use.

BACKGROUND AI-driven mobile health (mHealth) applications are emerging as a promising tool for health management, yet little is known about users' psychological perceptions and attitudes towards these technologies. Understanding these aspects is crucial for both the appropriate design and the effective use of these technologies, ensuring the psychological and physical well-being of potential end users. OBJECTIVE This study aimed to investigate the attitudes and perceptions of young adults towards a possible use of AI-driven mHealth applications, focusing on the perceived benefits and potential concerns related to their future adoption. METHODS A qualitative focus group methodology was employed. Fifteen participants (12 men, 3 women, mean age 27 years) were recruited. Data were analyzed using thematic analysis to identify key themes influencing engagement with these technologies. RESULTS Four main themes emerged: “Usability,” which emphasized the importance of user-friendly, personalized experiences; “Innovation and Reliability,” where participants expressed both enthusiasm and skepticism towards AI’s potential; “Affectivity and Interaction with AI,” highlighting mixed opinions on the emotional impact of AI interactions; and “Perceived Risks,” which focused on concerns regarding data privacy and the need for human supervision. These factors contributed to ambivalent attitudes towards AI-driven mHealth apps, with some participants being open to adoption, while others remained cautious. CONCLUSIONS To foster greater engagement with AI-driven mHealth apps, developers should prioritize usability, trust, emotional support, and privacy issues, considering users’ psychological needs and expectations. The findings offer valuable insights for designing more user-oriented mHealth solutions. Further research should explore how perceptions evolve with direct experience and long-term use.