Affiliations 

  • 1 Department of Marketing, Faculty of Business Studies, University of Barishal, Barishal, Bangladesh
  • 2 Oxford Brookes Business School, Oxford Brookes University, Oxford, UK
  • 3 Department of Economics, Faculty of Social Sciences, University of Barishal, Barishal, Bangladesh
Health Mark Q, 2021 10 13;38(2-3):168-187.
PMID: 34645357 DOI: 10.1080/07359683.2021.1986988

Abstract

A lot remains unexplored regarding the antecedents and outcomes of telemedicine acceptance from health service marketing perspective. This study addresses this gap by integrating the Health Belief Model and the Unified Theory of Acceptance and Use of Technology model in the context of generation Y and Z's response to the COVID-19 pandemic. Data collected from 293 respondents were analyzed using structural equation modeling. The results confirm theoretical rigor of integrating two models examining the antecedents and user satisfaction as an outcome of telemedicine acceptance. The findings also suggest marketing strategies for implementing telemedicine during pandemic. Future research directions are highlighted.

* Title and MeSH Headings from MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine.