Intention to use telemedicine services during a health crisis: A motivation‐opportunity‐ability theory approach

Telemedicine, despite its longstanding presence, has emerged as a valuable resource amidst health crises. Yet, research on individuals' willingness to embrace telemedicine in such circumstances remains scarce. This article employs the Motivation–Opportunity–Ability theory to construct a novel f...

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Bibliographic Details
Published inInternational journal of consumer studies Vol. 48; no. 3
Main Authors Atmaja, Ferry Tema, Wu, Cedric Hsi‐Jui, Guttena, Revanth Kumar, Honora, Andreawan
Format Journal Article
LanguageEnglish
Published Oxford Blackwell Publishing Ltd 01.05.2024
Subjects
Ability
behavioral intention
Consumer behavior
contamination avoidance
e‐health literacy
Health literacy
Medical technology
MOA theory
Motivation
Optimism
Privacy
privacy concerns
Structural equation modeling
Telemedicine
telemedicine platform usability
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Summary:Telemedicine, despite its longstanding presence, has emerged as a valuable resource amidst health crises. Yet, research on individuals' willingness to embrace telemedicine in such circumstances remains scarce. This article employs the Motivation–Opportunity–Ability theory to construct a novel framework for investigating how motivational, opportunity‐related, and ability‐related factors influence individuals' intention to use telemedicine during a health crisis. A sample of 468 respondents from Indonesia participated in an online survey. The data were analyzed using covariance‐based structural equation modeling and the Hayes PROCESS macro. The findings revealed that contamination avoidance, telemedicine usability, and privacy concerns significantly influence the intention to use telemedicine services. Moreover, the findings also confirmed the moderated moderating effect of e‐health literacy and technology optimism on the relationship between contamination avoidance and intention to use telemedicine services. By deepening our understanding of the factors shaping individuals' intention to use telemedicine services, this study makes valuable academic contributions to the field of telemedicine adoption literature. Additionally, it provides practical insights for telemedicine providers aiming to enhance individuals' intention to use telemedicine services during critical health situations.
ISSN:1470-6423
1470-6431
DOI:10.1111/ijcs.13044