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Exploring the switching intention of patients to e-health consultations platforms: blending inertia with push–pull–mooring framework
Journal of Asia Business Studies Pub Date : 2022-01-28 , DOI: 10.1108/jabs-02-2021-0066
Nikita Dogra 1 , Shuchita Bakshi 1 , Anil Gupta 1
Affiliation  

Purpose

Technology has revolutionized the delivery of health-care services, with e-consultations becoming popular mode of service delivery, especially during the pandemic. Extant research has examined the adoption of e-health consultation services, with little attention paid to examine the switching behavior. This study aims to identify factors affecting patients’ intentions to switch from conventional mode i.e. visiting hospitals/clinics to e-health consultations.

Design/methodology/approach

To understand this we use the push–pull–mooring (PPM) framework and integrate variables from status quo bias framework to the model. A cross-section research design was used, which rendered 413 valid responses which were obtained from the patients visiting a traditional hospital setup. The data was analyzed using partial least square – structural equation modeling using SmartPLS 3.0.

Findings

Findings suggest that push effects (inconvenience and perceived risk), pull effects (opportunity for alternatives and ubiquitous care), mooring effects (trust) and inertia significantly influence patients’ switching intentions from visiting hospitals/clinics to e-health consultations. Further, habit and switching cost positively influence inertia.

Practical implications

This study shall enable online health-care service providers and practitioners to understand patients’ intentions to switch to online health platforms and accordingly develop related marketing strategies, services and policies to encourage them to switch to the new offerings.

Originality/value

The current study enriches the previous research on e-health services by applying and extending PPM framework as the base model and showing its efficiency in predicting individuals switching intentions in the context of emerging economies. This study bridges the gap by focusing on switching behavior in context of health services.



中文翻译:

探索患者向电子健康咨询平台的转换意图:将惯性与推拉系泊框架相结合

目的

技术彻底改变了医疗保健服务的提供方式,电子咨询成为流行的服务提供方式,尤其是在大流行期间。现有研究考察了电子健康咨询服务的采用情况,很少关注考察转换行为。本研究旨在确定影响患者意图从传统模式(即访问医院/诊所)转换为电子健康咨询的因素。

设计/方法/途径

为了理解这一点,我们使用推拉系泊 (PPM) 框架并将来自现状偏差框架的变量整合到模型中。使用了横断面研究设计,该设计提供了 413 份有效答复,这些答复是从访问传统医院的患者那里获得的。使用 SmartPLS 3.0 使用偏最小二乘 - 结构方程建模分析数据。

发现

研究结果表明,推动效应(不便和感知风险)、拉动效应(替代机会和无处不在的护理)、系泊效应(信任)和惯性显着影响患者从就诊医院/诊所转向电子健康咨询的意图。此外,习惯和转换成本对惯性有积极影响。

实际影响

这项研究将使在线医疗保健服务提供商和从业者了解患者转向在线医疗平台的意图,并据此制定相关的营销策略、服务和政策,以鼓励他们转向新产品。

原创性/价值

本研究通过应用和扩展 PPM 框架作为基本模型并展示其在新兴经济体背景下预测个人转换意图的效率,丰富了之前关于电子医疗服务的研究。本研究通过关注卫生服务背景下的转换行为来弥合差距。

更新日期:2022-01-28
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