Abstract:
The increasing need for equity and excellence in cost-effective healthcare services entails digital transformation towards mHealth applications from traditional healthcare facilities. Studies in the past have focused on factors influencing behavioral intention using TAM and UTAUT models. Work to study the mediating effect of utilitarian and hedonic values on influencing factors and behavioral intention is scarce. Limited studies examine the perceived risk and insecurity of personal information breaches associated with digital transformation. This study, thus, modifies the UTAUT model to include the effect of perceived risk and effort expectancy on behavioral intention and hence actual adoption with utilitarian and hedonic values as mediators. Data was collected through a structured questionnaire and analyzed with SEM. Inclusion criteria comprises individuals who have experienced mHealth applications in the past. The researcher anticipates that effort expectancy will positively influence hedonic and utilitarian values, behavioral intention, and mHealth adoption. However, perceived risk has a negative effect. The results of the study show that effort expectancy affects actual adoption directly. However, the perceived risk does not have a direct effect on actual adoption. While effort expectancy positively affects the perceived values, perceived risk has a negative impact. Utilitarian value mediates the relation of behavioral intention with both adoption factors. In contrast, hedonic value only mediates behavioral intention with effort expectancy and has no significant effect on perceived risk. Practical value has a greater impact than joyfulness on behavioral intention. Lastly, behavioral intention mediates the relationship of perceived values with actual adoption. In the end, discussion includes the implications of this study and the scope for future research.
