Customers' intentions to adopt digital health services: An extended TAM

Meriem Mechta (), Kamel Mouloudj (), Ahmed Bouarar (), Liudmіla Bovsh () and Alla Rasulova ()
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Meriem Mechta: University Yahia Fares of Medea, Medea, Algeria
Kamel Mouloudj: University Yahia Fares of Medea, Medea, Algeria
Ahmed Bouarar: University Yahia Fares of Medea, Medea, Algeria
Liudmіla Bovsh: State University of Trade and Economics, Kyiv, Ukraine
Alla Rasulova: State University of Trade and Economics, Kyiv, Ukraine

Marketing Science & Inspirations, 2024, vol. 19, issue 4, 2-16

Abstract: This study explores the factors influencing customers' intentions to adopt digital health services in Algeria, focusing on an extended Technology Acceptance Model (TAM). Given the growing importance of digital health solutions in enhancing healthcare accessibility and efficiency, understanding the determinants of adoption is crucial. Using a convenience sample of 132 respondents and an 18-item questionnaire, the research employs multiple regression analysis to examine the effects of perceived usefulness, perceived ease of use, attitude, and electronic word-of-mouth (eWOM) on adoption intentions. The findings reveal that all four factors significantly impact customers' intentions to adopt digital health services. Specifically, perceived usefulness and high perceived ease of use, along with positive attitudes, and favorable eWOM, are crucial in shaping adoption decisions. This study contributes to the literature by providing empirical evidence on the factors driving digital health adoption in an Algerian context, offering valuable insights for policymakers and service providers to enhance digital health strategies and address adoption barriers effectively.

Keywords: technology adoption; digital health; digital marketing; electronic word-of-mouth; Algeria (search for similar items in EconPapers)
JEL-codes: I15 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:19:y:2024:i:4:p:2-16

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