Author(s): Nishit Kumar Srivastava, Utkal Khandelwal, Trilok Pratap Singh, Anurika Vaish
The current study attempts to understand the antecedents to intention to adopt telemedicine healthcare services. In the year 2020 India experienced a tremendous rise in telemedicine service adoption, around a 500 percent increase in teleconsultation was observed. Lockdowns and Covid-19 restrictions acted as a catalyst in telemedicine service adoption. However, the huge population still remains untouched by the benefits of telemedicine healthcare services. In order to understand the drivers of intention to adopt telemedicine healthcare services, a pilot survey is conducted and a research framework is proposed. The following factors are considered for the study: expectation, knowledge, telemedicine experience, prior satisfaction, fear of covid-19 (FC-19), and subjective norms. The proposed framework is then tested using SEM and adequate model fit was observed. The results can be used by policymakers and marketers to enhance the popularity of telemedicine healthcare services among the masses to promote convenience, reach, and healthy living.