VOLUME: 09, Special Issue 04, (IC-SPIPS-2022), Paper id-IJIERM-IX-IV, May 2022 17
ACCEPTANCE OF HEALTH GADGETS AMONG INDORE CONSUMERS DURING COVID PERIOD (2022)
Dr. Stafard Anthony
Department of Management, St, Paul Institute of Professional Studies, DAVV, Indore, India Prof. Madhavi Tarani
Department of Management, St, Paul Institute of Professional Studies, DAVV, Indore, India Abstract
Purpose – The purpose of this paper is to empirically examine the factors enhancing consumer attitude and intention to use health gadgets in during COVID situation using a sample representative of Indore users.
Design/methodology/approach – A multidisciplinary model is proposed, building on the technology acceptance model (TAM). A primary survey was conducted using the questionnaire.
Convenience homogenous purposive sampling was used to select the respondents. In total, 100 respondents participated in the survey, and 11 hypotheses were formulated and PLS-SEM was used to estimate and test the hypothesized model.
Practical Implications: The study is conducted for exploring the adoption of health gadgets, as it’s the latest health care disruptive technological entrant and not many studies have done over it especially considering Indian geography and research done in other parts of world it has mainly focussed on merits and demerits of health gadgets. Factors for consumer adoption allow building stronger, robust, secure and reliable technological based healthcare model especially during COVID.
Originality/ Value: In the coming period of COVID-19 pandemic, a time for lockdown and social distancing, there is acute need of shifting Indian consumers over digital health application and this study will be highlighting various factors which build consumer likelihood for health gadgets. Health gadgets are promising tool for more structured and proactive health care delivery.
Keywords: Health gadgets, Attitude, Perceived Ease of Use, Trust, TAM, COVID 1 INTRODUCTION
Health gadgets provide various benefits to the users whether it is doctors or individual users. It allows them to capture, monitor, and analyze the real data which often & practically remain un-captured in the absence of gadgets. The real-time quotient here defines each moment and daily life activities. Hence the patient needs not to require fixing an appointment and undergoing nervousness and stress. Such efficient monitoring and tracking also catalyze the line of treatment provided by physicians and doctors with improved diagnosis and disease management.
Various macro factors affect health gadgets adoption in India i.e. reduction in mobile data tariffs, increase in the number of smartphone and various e-commerce platforms. An empirical study is required to understand the most important factors leading to the adoption of health gadgets among Indian users. Health gadgets are one of the latest technological entrants in India and not much research done in its consumer likelihood and adoption, therefore this is an effort to fill the existing gap.
2 RESEARCH METHODOLOGY
Sample Universe--Working professionals from public and private sector organizations like information technology firms and Educational institutions. The sample has been collected from respondents from Indore.
Sampling Unit – Respondents are professionals from private and public sector falling in the group 22 years to 54 years.
Sample Size- Questionnaire were filled from one hundred and twenty (100) respondents.
VOLUME: 09, Special Issue 04, (IC-SPIPS-2022), Paper id-IJIERM-IX-IV, May 2022 18 Type of Sampling - Convenience purposive sampling is used for data collection.
Questionnaire Development- The questionnaire was developed by the researcher himself based on extant literature. There are two parts to the questionnaire. The first part was comprised of the basic demographics and background data related to the respondents, whilst the other part was based on questions that are used to measure the factors of the hypothesis.
Technology acceptance model (TAM) given by Fred Davis was extended to establish the significance and predictability of various factors influencing acceptance of health gadgets TAM Model is a robust framework which has two predefined factors for evaluating technology acceptance i.e. Perceived Ease of Use (PEU) and Perceived Usefulness (PU) and various external factors like Perceived security (Enck et al. 2009), Perceived satisfaction (Rawson, A et.al. 2013) and Perceived Trust (Benamati et al. 2010).
3 HYPOTHESIS
H1: Perceived ease of Use positively influences the Perceived usefulness of user
H2: Perceived ease of Use positively influences the perceived trust of the user
H3: Perceived ease of Use positively influences the attitude of user
H4: Perceived usefulness positively influences the perceived trust of the user
H5: Perceived usefulness positively influences the Intention of user
H6: Perceived usefulness positively influences the attitude of user
H7: Perceived trust has a positive effect on intention of user
H8: Perceived trust has a positive effect on the attitude of the user
H9: Attitude has a positive effect on the intention of the user
H10: Perceived usefulness has a positive effect on user-perceived satisfaction
H11: Perceived security has a positive effect on the perceived trust of the user
The study has identified various constructs in exploring consumer likelihood for health gadgets in India. Seeking the hypothesis H1, its shows positive significance of perceived ease of use over perceived usefulness and it means that if health gadgets are easy to use and easily understandable.
Hypothesis H7 shows the positive significance of perceived trust over user intention.
Intent towards health gadgets is more strengthened when Indian user has strong trust and confidence over the health tracking efficiency
Hypothesis H11 explains the positive significance between perceived security and user trust. . Indian users prefer to carry out their health monitoring in secrecy.
H10, the highest level of significance is established between user-perceived usefulness and satisfaction. It explained that if Indian users derived benefits from gadgets then their satisfaction gadgets is achieved
Hypothesis H2 shows an insignificant influence of ease of use over user trust. Its shows legacy of Indian users for an in-person doctor visit.
Hypothesis H3 also showed an insignificant relation between construct perceived ease of use and user attitude. This relation was supported in the past study by Chua and Lai, 2003 but in this research, the buying attitude of Indian user for health gadgets is not supported For hypothesis H4, H5 and H6, there was the negative significance of perceived usefulness for trust, intention, and attitude respectively and hence rejected. in the case of Indian user likelihood and acceptability of health gadgets, the perceived benefits seem secondary in comparison to their in-person doctors' visit.
H8, perceived trust was also not the determinant of user attitude of health gadgets among Indian consumers, because there lies a big lag in trust of Indian users over health gadgets
VOLUME: 09, Special Issue 04, (IC-SPIPS-2022), Paper id-IJIERM-IX-IV, May 2022 19
H9, the relation between user attitude and intention is positive but not significant, because there is need to develop an understanding among Indian users for developing likeliness for health gadgets as health monitoring gadget.
4 INTERPRETATION OF THE RESULT
In India, health gadgetss are developing a sense of pro-active health monitoring and tracking.
The factors like Perceived ease of use and perceived usefulness are not the only determinant explaining the adoption pattern of health gadgets among Indian consumers. The major determinant is perceived satisfaction which has momentously impacted users’ consumer likelihood
5 IMPLICATION OF THE STUDY
The gadgets manufacturers can use the result to boost the sale of health gadgetss among Indians, firstly by including certain features and specifications in gadgetss which promises high satisfaction and trust, and secondly, by creating awareness and educating Indian users about vast health care applications of health gadgets
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