Title: Extension of technology acceptance model: considering cultural values and expectations with special reference to telemedicine in India

Authors: Sourabh Bhatt; Gurcharan Singh; Wajeeha Aslam

Addresses: School of Management Studies, Punjabi University, Patiala, Punjab, India ' School of Management Studies, Punjabi University, Patiala, Punjab, India ' IQRA University, Block 2, Abid Town, Gulshan-e-Iqbal, Karachi, Pakistan

Abstract: The study makes effort to extend the technology acceptance model (TAM) with additional variables, namely, expectations and Hofstede's cultural values in a context of telemedicine. Three hundred and seventy respondents were gathered from people with telemedicine experience, living in Delhi and partial least square-structural equation modelling (PLS-SEM) technique was employed. The results suggest that attitude towards telemedicine is strongly influenced by expectations, followed by perceived ease of use (PEOU) and perceived usefulness (PU). Moreover, behavioural intention to use telemedicine is largely influenced by expectations, followed by attitude and PU. Also, collectivism positively affects PU whereas masculinity negatively affects PU. Collectivism, power distance, and long-term orientation were only found significant on PEOU. The study also confirms a significant positive effect of PEOU on PU of telemedicine. This study provides a comprehensive view of telemedicine adoption and provides guidelines to developing countries for the effective introduction of telemedicine services.

Keywords: technology acceptance model; TAM; Hofstede culture; expectation; telemedicine.

DOI: 10.1504/IJEBR.2023.127954

International Journal of Economics and Business Research, 2023 Vol.25 No.2, pp.270 - 291

Received: 08 Mar 2021
Accepted: 03 May 2021
Published online: 22 Dec 2022 *

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