DETERMINANTS OF CONSUMERS’ PERSONAL HEALTH TECHNOLOGY USAGE INTENTIONS

Healthcare industry experiences a tremendous transformation with the proliferation of technology and science. The possible effects of this transformation such as patient empowerment, self-health management, and health promotion make us curious about the underlying factors that influence intention to use healthcare innovations. This research investigates the determinants of consumer intention to use innovations for the post-adoption period, particularly Personal Health Technologies (PHTs), from the perspective of diffusion of innovation and technology acceptance and use literature. This research contributes to the understanding of important phenomena, namely intention to use innovations, in a consumer behavior context enriched with health-related constructs. 520 completed questionnaires were included in our empirical study. The primary method of analysis was Structural Equation Modeling (SEM) conducted through AMOS 24. We found perceived relative advantage as the strongest positive determinant of usage intention, whereas we delineated health information privacy concern as the strongest negative determinant of usage intention. The mediation effect of relative advantage and the moderation effects of personal innovativeness and health motivation on the relationships of research model were also analyzed.

KİŞİSEL SAĞLIK TEKNOLOJİLERİNİ KULLANIM NİYETİNİ ETKİLEYEN FAKTÖRLER

Sağlık endüstrisi, teknoloji ve bilimdeki gelişmelerle önemli bir dönüşüm yaşamaktadır. Sağlık alanındaki bilgi teknolojileri yeniliklerinin; hastanın güçlenmesi, kişisel sağlık yönetimi ve sağlık motivasyonu gibi olası etkileri, Kişisel Sağlık Teknolojileri’ni kullanma niyetini etkileyen temel faktörler hakkında merak uyandırmaktadır. Bu çalışma, Yeniliklerin Yayılımı Teorisi ve Teknoloji Kabul Modeli ışığında, kabul sonrası dönem için tüketicinin yenilikleri kullanma niyetinin öncüllerini sağlık teknolojileri kapsamında incelemektedir. Tüketici davranışı bağlamında, araştırmamız yeni teknolojilerin kullanma niyetinin anlaşılmasına katkıda bulunmaktadır. Algılanan yenilik özeliklerinin yanı sıra, çalışmamızda sağlık motivasyonu ve gizlilik kaygısı gibi bağlamsal faktörler de incelenmiştir. AMOS 24 uygulaması üzerinden Yapısal Eşitlik Modellemesi analiz yöntemi ile 520 katılımcıdan toplanan anket verileri analiz edilmiştir. Analizlerin sonuçlarına göre, algılanan göreceli fayda kullanım niyetinin en güçlü pozitif belirleyicisi olarak tespit edilmiştir. Öte yandan sağlık bilgisi gizliliği kaygısı kullanım niyetinin en güçlü negatif öncülü olarak bulunmuştur. Araştırma modelindeki ilişkiler üzerindeki göreceli avantajın aracılık, bireysel yenilikçiliğin moderasyon ve sağlık motivasyonunun moderasyon etkileri bu çalışma kapsamında analiz edilmiş ve sonuçları irdelenmiştir.

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