GLOBAL VIEW OF THE CONSUMER DECISION JOURNEY ON THE MOBILE HEALTH MARKET

Thanks to innovations and the expansion of the Internet, the behavior of current globalized consumers is different from the past. Consumers' involvement is extremely high, they have a huge amount of information, that they have flexibly at their disposal and they can use them right for their benefit at any time. The ability to use digital innovations, social networks, high-performance mobile devices, and cloud solutions contributes to consumer excellence throughout the purchasing decision process. These global changes bring about changes in the consumer decision journey, where the current consumer comes between the incentive to buy and the purchase itself to so called "the zero moment of truth", which greatly affects consumer decision-making. This means that the consumer is currently influenced by the amount of information to which they have constant online access and which they are actively searching for before the actual act of purchase. Contributors apply mentioned knowledge to the area of mobile health, which is currently an intensively evolving industry in which modern digital technologies play an essential role. The authors pay particular attention to mobile health devices, which integrated mobile technologies with sensors that can record human life data. The aim of this scientific contribution is to define the consumer decision journey process, to identify the factors influencing the consumers zero moment of truth when purchasing mobile health devices and to create the mHealth consumer typology, based on the comparison of knowledge from the results of the global research studies and the research study processed by authors.