To read this content please select one of the options below:

Consumer resistance to mobile health consultation: the role of IT affordances and IT identity

Wenjing Zhang (School of Management, Harbin Institute of Technology, Harbin, China)
Mengdi Wang (School of Management, Harbin Institute of Technology, Weihai, China)
Dong Li (School of Management, Harbin Institute of Technology, Harbin, China)

Aslib Journal of Information Management

ISSN: 2050-3806

Article publication date: 27 September 2024

76

Abstract

Purpose

As the new frontier in online healthcare innovation, mobile health consultation (MHC) is transforming how traditional healthcare is delivered. Despite being known on a large scale for its benefits, MHC still faces consumer resistance. MHC is a technology-enabled service, so an in-depth analysis of consumer resistance from the perspective of technology is crucial to enhance service adoption. This study sought to determine the mechanism by which two information technology (IT)-specific traits – IT affordance and IT identity – influence consumer resistance to MHC during consumer–platform interactions.

Design/methodology/approach

We used the Credamo platform to gather data from 786 users with medical consulting experience to validate the resulting relationships.

Findings

Based on partial least squares structural equation modeling, three of the six IT affordances (visibility, searching and guidance shopping) exerted a significant positive influence on IT identity, while trigger attending and association affordance had no significant effect on IT identity. Persistence affordance was negatively associated with IT identity, and IT identity negatively influenced consumer resistance to MHC.

Originality/value

Academically, this empirical paper primarily contributes to the MHC literature and the theory of IT affordance and IT identity. Practically, several valuable guidance for MHC platforms is provided.

Keywords

Acknowledgements

All co-authors have seen and agreed with the contents of the manuscript and there is no financial interest to report.

Citation

Zhang, W., Wang, M. and Li, D. (2024), "Consumer resistance to mobile health consultation: the role of IT affordances and IT identity", Aslib Journal of Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJIM-01-2024-0036

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles