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Moderating effect of gender on adoption of digital health consultation: a patient perspective study

Moderating effect of gender on adoption of digital health consultation: a patient perspective study The purpose of this paper is to understand the factors influencing the adoption decision of patients towards digital consultation in India with gender as a moderating variable. This study is based on the unified theory of acceptance and use of technology (UTAUT2) framework for examining the factors influencing adoption decisions for digital consultation and to what extent this leads to continuous usage intention.Design/methodology/approachBased on the UTAUT2 framework, this study proposed a set of hypotheses that were tested using structural equation modeling. This study was based on primary data collected from 462 sample respondents using the judgemental sampling method who had experience of using digital health consultation in India.FindingsFindings of this study revealed significant and positive causation in the behavioural intention (BI) of a patient to adopt digital health consultation arising out of performance expectancy, effort expectancy, social influence, facilitating condition and price value; however, habit is insignificantly associated with the same. Furthermore, the results of this study also revealed that the BI of a patient towards digital health consultation is significantly moderated by their gender.Originality/valueThis study conceptually strengthens the present body of literature on the adoption behaviour by contributing certain new dimensions in the context of digital health consultations and will also help policymakers and service providers in crafting their strategy for promoting the adoption of digital health consultation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Moderating effect of gender on adoption of digital health consultation: a patient perspective study

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6123
DOI
10.1108/ijphm-01-2021-0012
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to understand the factors influencing the adoption decision of patients towards digital consultation in India with gender as a moderating variable. This study is based on the unified theory of acceptance and use of technology (UTAUT2) framework for examining the factors influencing adoption decisions for digital consultation and to what extent this leads to continuous usage intention.Design/methodology/approachBased on the UTAUT2 framework, this study proposed a set of hypotheses that were tested using structural equation modeling. This study was based on primary data collected from 462 sample respondents using the judgemental sampling method who had experience of using digital health consultation in India.FindingsFindings of this study revealed significant and positive causation in the behavioural intention (BI) of a patient to adopt digital health consultation arising out of performance expectancy, effort expectancy, social influence, facilitating condition and price value; however, habit is insignificantly associated with the same. Furthermore, the results of this study also revealed that the BI of a patient towards digital health consultation is significantly moderated by their gender.Originality/valueThis study conceptually strengthens the present body of literature on the adoption behaviour by contributing certain new dimensions in the context of digital health consultations and will also help policymakers and service providers in crafting their strategy for promoting the adoption of digital health consultation.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Oct 27, 2021

Keywords: Technology adoption; UTAUT2; COVID-19; Digital health consultation

References