发表期刊: Industrial Management & Data Systems
Lee, J.-C., Chen, L. and Zhang, H. (2023), "Exploring the adoption decisions of mobile health service users: a behavioral reasoning theory perspective", Industrial Management & Data Systems, Vol. 123 No. 8, pp. 2241-2266.
https://www.emerald.com/insight/content/doi/10.1108/IMDS-11-2022-0682/full/html
论文简介
Purpose
To improve the frequency of adoption of mobile health services (MHSs) by users (consumers), it is critical to understand users' MHS adoption behaviors. However, the literature primarily focuses on MHS adoption-related factors and lacks consideration of the joint impacts of reasons for (RF) and reasons against (RA) on users' attitudes and adoption behaviors regarding MHSs. To fill this gap, this study integrates behavioral reasoning theory (BRT) and protective motivation theory (PMT) to develop a research model by uncovering the reasoning process of personal values, RF and RA, adoption attitudes and behavior toward MHSs. In particular, health consciousness (HC) is selected as the value. Comparative advantage, compatibility and perceived threat severity are considered the RF subconstructs; value barriers, risk barriers and tradition and norm barriers are deemed the RA subconstructs.
Design/methodology/approach
A total of 281 responses were collected to examine the model with the partial least squares structural equation modeling (PLS-SEM) method.
Findings
The results show that HC positively affects attitude through RA and RF. Additionally, RF partially mediates the relationship between HC and adoption behavior. This study contributes to a deeper understanding of user adoption behavior in MHS and provides practical guidance for the health services industry.
Originality/value
This study contributes to the existing MHS literature by understanding the joint influences of personal values, RF and RA on user attitude, which eventually determines users' adoption decisions regarding MHSs.
目的
为了提高用户(消费者)采用移动医疗服务(MHS)的频率，了解用户的MHS采用行为至关重要。然而，文献主要关注与MHS采用相关的因素，缺乏考虑支持(RF)和反对(RA)的原因对用户对MHS的态度和采用行为的共同影响。为了填补这一空白，本研究整合了行为推理理论(BRT)和保护动机理论(PMT)，揭示了个人价值观、RF和RA、采用态度和对MHS的行为的推理过程，建立了一个研究模型。特别是选择健康意识(HC)作为价值观。比较优势、兼容性和感知威胁严重性被认为是RF的子构;价值障碍、风险障碍和传统与规范障碍被认为是RA的子结构。
设计/方法/方法
采用偏最小二乘结构方程建模(PLS-SEM)方法对281份问卷进行分析。
发现
结果表明，HC通过RA和RF正向影响态度。此外，RF在HC与收养行为之间具有部分中介作用。本研究有助于更深入地了解MHS的用户采用行为，并为卫生服务行业提供实践指导。
创意/价值
本研究通过理解个人价值观、RF和RA对用户态度的共同影响，最终决定用户对MHS的采用决策，为现有MHS文献做出贡献。