Assessment of Public Intention towards Online Medical Consultation using Unified Theory of Acceptance and Use of Technology

Abstract

This research study delves into the intricate dynamics surrounding the adoption of Online Medical Consultation (OMC) in the context of Pakistan, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework. Through an extensive literature review, five critical factors: perceived risk, perceived satisfaction, perceived cost, perceived trust, and self-efficacy were identified as having a substantial relationship with UTAUT across various information technology systems. This study added variables “Perceived Risk”, “Perceived Cost”, “Perceived Satisfaction” and studies their impact on users’ Behavioral Intention (BI) to use such system. Data was collected through random sampling from 978 respondents from Pakistan. Data was analysed through multi-regression analysis. Performance Expectancy proved to be the best predictor of users’ Behavioral Intention, followed by perceived satisfaction, perceived trust, effort expectancy, social influence, perceived cost and self-efficacy. While perceived risk has an insignificant negative effect upon behavioral intention. The study's outcomes improve our knowledge of the variables influencing users’ adoption of OMC.