Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Covid-19 Pandemic and Consumer Adoption Of Digital Healthcare In India: A Qualitative Study

Author(s): Poonam Chauhan, Vilasini Jadhav and Neha Gupta

The study aims to explore the influence of the Covid-19 pandemic on consumer adoption of digital healthcare solutions in India. Researchers used qualitative research method involving depth interviews and literature review for the study. A convenience sampling technique was used to identify the 15 consumers of digital healthcare for the interview during January-February 2021. Qualitative content analysis was performed on data gathered from interview transcripts of the respondents. The usage of digital healthcare solutions was not new to the respondents of this study. Still, during the pandemic, it was observed that various other digital healthcare devices, services, and applications got added into the respondent???s routine. In fact, the adoption of digital healthcare mobile applications increased exponentially during the pandemic. The research suggests that digital healthcare was the most effective alternative for Indian consumers given social distancing and isolation in the Covid-19 pandemic. The consumers overcame their privacy and security concerns and embraced digital healthcare solutions. The study sheds light on the adoption of digital healthcare by Indian consumers through qualitative research design.
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