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

Author

Listed:
  • Meriem Mechta

    (University Yahia Fares of Medea, Medea, Algeria)

  • Kamel Mouloudj

    (University Yahia Fares of Medea, Medea, Algeria)

  • Ahmed Chemseddine 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)

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.

Suggested Citation

  • Meriem Mechta & Kamel Mouloudj & Ahmed Chemseddine Bouarar & Liudmіla Bovsh & Alla Rasulova, 2024. "Customers' intentions to adopt digital health services: An extended TAM," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 19(4), pages 2-16.
    • Handle: RePEc:cub:journm:v:19:y:2024:i:4:p:2-16
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    More about this item

    Keywords

    technology adoption; digital health; digital marketing; electronic word-of-mouth; Algeria;
    All these keywords.

    JEL classification:

    • I15 - Health, Education, and Welfare - - Health - - - Health and Economic Development
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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