Understanding the determinants of adoption of mHealth services among older women’s perspective in Bangladesh

Abstract

Purpose

The purpose of this study was to explore the factors affecting adoption of mHealth services among the older women in Bangladesh. As this portion of the total population is rapidly increasing in Dhaka City.

Design/methodology/approach

Using the technology acceptance model as a theoretical framework, this study introduces perceived reliability, price value and technology anxiety as new factor reflecting the user’s reliability, beliefs and monetary concerns in the acceptance of mHealth services. A structured survey was conducted to collect the required data from convenience sampling of 271 mHealth end users from Dhaka city in Bangladesh.

Findings

The study confirmed that perceived usefulness, perceived reliability; price value and technology anxiety had a significant impact on mHealth adoption. Ease of use did not influence on the adoption of mHealth services.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to investigate the determinant of mHealth adoption among older Women. Moreover, the insights from this study could benefit mHealth services providers and policymakers in implementing more effective marketing strategies to increase the acceptability of mHealth services.

Citation

Alam, M.Z. and Khanam, L. (2023), "Understanding the determinants of adoption of mHealth services among older women’s perspective in Bangladesh", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 17 No. 1, pp. 132-152. https://doi.org/10.1108/IJPHM-05-2021-0055