Online Healthcare Service in relation to Customer Acceptance and
Customer Decision Making: A COVID-19 Perspective
Digital health, also known as digitalization in healthcare is a growing
industry that is bringing several benefits to people around the globe.
Online healthcare services are playing a major role in the digital
transformation of the health sector. While there are various advantages
of digitalization of health services including sharing medical history,
easier and faster access of healthcare services, electronic data
collection, reduced costs of building infrastructure, and efficiency in
the delivery of healthcare services. On the other hand, this also poses
challenges in the acceptance of customers and their decision-making
towards online health services So, this research focuses on customer
acceptance and customer decision-making for online healthcare services
with digital transformation. There are two dependent variables in this
research including customer acceptance and customer decision making and
one independent variable of online healthcare service. The variable of
digital transformation plays the role of mediator between online
healthcare service and customer acceptance and decision making.
Technology acceptance model is the underpinning theory of this research
with the consumer decision-making model as a supporting theory.
Quantitative research methodology was used by utilizing a survey
strategy via questionnaire and data were collected from the customers of
online healthcare services residing in Lahore. Moreover, SEM has been
used for data analysis via AMOS. Out of four hypotheses of this study,
three hypotheses (H2, H3, and H4) have been accepted and one hypothesis
(H1) has been rejected as explained in the findings. The findings of
this research are beneficial for future researchers as it adds to the
existing knowledge and provides recommendations for future research. The
findings of this research are beneficial for hospital administration and
policymakers to help customers in catering their problems regarding
online healthcare services and making lives better for society.