Usage Intention towards Online Healthcare in context to consumer Raina Madhur1, Srivastava Mallika2,* 1PhD Scholar, Faculty of Management, Symbiosis International University, Pune 2Assistant Professor, Symbiosis Institute of Business Management, Bengaluru *Corresponding Author: Dr. Mallika Srivastava, Assistant Professor, Symbiosis Institute of Business Management, Bengaluru, Email: mallika.srivastava@sibm.edu.in
Online published on 4 June, 2019. Abstract Introduction The application of innovative technologies in area of healthcare services has resulted in improved patient safety, satisfaction, care quality and decreased healthcare costs. The major advancement in the healthcare IT revolution has been the ability to render various healthcare services to consumers through the world-wide web referred to as the “internet”. The potential of online healthcare is based on allowing patients to access real time information about their treatment and diagnosis for personal decision making without having to visit a healthcare facility. [1] Objectives The paper aims to identify the key motivational factors for user intention regarding online healthcare services; and identification of the key consumer acceptances and barriers towards online healthcare. Novelty/Originality This study is a unique contribution towards identification of usage intention by integrating constructs from two well-established theoretical models, the Technology Acceptance Model (TAM) and Self Determination Theory (SDT) in the area of online healthcare space. Materials and Methods Online survey responses of 150 consumers by coalescing constructs from Technology Acceptance Model and Self Determination Theory has been validated and analyzed through factor analysis using SPSS. In order to provide robustness to the findings, relevant literature related to usage intention of online healthcare has been review and cited. Results and Discussions The findings indicated that consumers’ are using various online resources to find answers to their healthcare related queries. Extrinsic motivation contributes around 33% towards consumers’ intention to use online healthcare while intrinsic motivation contributes 24% towards usage intention. Application At an academic level, this research provides interesting insights for exploring usage intention of consumers towards online healthcare. Furthermore, the findings can assist healthcare organization to develop intervention strategies for maximizing benefits for their various online initiatives to achieve high consumer acceptance and positive recommendations. Conclusion Both extrinsic and intrinsic motivation have significant impact on the usage intention. However the proposed model did not highlight any relationship between digital literacy and familiarity of usage and comprehension of available online health information. Top Keywords Online healthcare, adoption intention, technology acceptance model. Top |