Cultural Influence on Adoption and Use of e-Health: Evidence in Bangladesh

• Published in: Telemedicine journal and e-health Vol. 21; no. 10; p. 845
• Main Authors: Hoque, Md Rakibul, Bao, Yukun
• Format: Journal Article
• Language: English
• Published: United States 01.10.2015
• Subjects: Adult; Attitude to Computers; Bangladesh; Cultural Characteristics; Female; Humans; Male; Middle Aged; Surveys and Questionnaires; Telemedicine; Technology Acceptance Model; e-Health; culture
• ISSN: 1556-3669
• DOI: 10.1089/tmj.2014.0128

E-health is an important initiative among the public and private hospitals in Bangladesh in the last few years. The factors influencing e-health adoption have been a well-investigated research area in both developed and developing countries. However, there have been only a few studies exploring the role of cultural factors in the adoption and use of e-health, particularly in developing countries. In this study, we investigated the influence of culture on the adoption of e-health in Bangladesh. This study developed a more adequate research framework by integrating Hofstede's cultural dimension model and the Technology Acceptance Model (TAM). A structured questionnaire was used to collect data from respondents in different private and public hospitals in Bangladesh. The partial least squares method, a statistical analysis technique based on the Structural Equation Model, was used to analyze the collected data. The study found that cultural dimensions such as Power Distance, Masculinity, and Restraint had significant impacts on Intention to Use e-Health, whereas Uncertainty Avoidance, Collectivism, and Pragmatism had no significant impact on Intention to Use e-Health in Bangladesh. The results also revealed that Perceived Usefulness was a significant indicator of e-health adoption decisions, whereas Perceived Ease of Use was an insignificant predictor of e-health adoption. The findings of this study may assist governments, organizations, and policy makers to understand the key factors affecting e-health adoption and to develop strategies and policies to enhance e-health services in Bangladesh.