Consumer Behavior Toward Health‐Related Mobile Applications: A Hybrid Review and Future Agenda

ABSTRACT Mobile health (MH) has the potential to address many consumer challenges, but consumer responses to it remain varied. In this regard, the consumer's perspective on MH is becoming increasingly attractive to academia and business. This review aims to synthesize and analyze 103 studies from 2010 to 2024 using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol. This review adopts a hybrid approach. It examines the performance of the studies and the intellectual structure of the field from a macro perspective through bibliometric analysis (Study 1). It provides a micro perspective on current research in MH through content analysis (Study 2) based on the Theory, Context, Characteristics, and Methodology (TCCM) framework. It synthesizes the findings of both studies, identifying research gaps and offering recommendations to guide future research. Findings indicate a predominant focus on acceptance theories and a lack of research on the ‘dark side’ of consumer response. Furthermore, most studies concentrate on developed countries, leaving the consumer perspective in developing nations underexplored. The review also suggests strategies for understanding how consumer reactions change with the integration of innovative technologies such as artificial intelligence (AI), the Internet of Things (IoT), and big data into MH platforms.