Self-Regulation and External Influence: The Relative Efficacy of Mobile Apps and Offline Channels for Personal Weight Management.

This article examines the relative effectiveness of mobile app usage versus offline store visits in a multichannel weight loss program offered by a major Korean healthcare company. Using a novel panel data set of over 600 paid users and additional data on free users, the study finds that both mobile app and offline channel usage contribute to short-term weight loss, with the two channels acting as substitutes. However, only mobile app usage—characterized by frequent and granular self-monitoring enabled by its ubiquity, ease of use, and emotional attachment—significantly supports the sustainability and consistency of long-term weight management. Qualitative interviews with actual customers corroborate that mobile apps primarily facilitate self-regulation, while offline visits provide external motivation and guidance, especially when self-regulation via the app is challenging. The findings highlight the critical role of mobile health apps in enabling effective self-regulation for weight control and suggest practical implications for designing and managing omnichannel weight loss interventions.