Trust and Value: Accelerating e-Health Adoption
Project Dates
2023 - Current
The Innovation Challenge
The Covid-19 pandemic has exerted unprecedented pressure on healthcare systems, but it has also expedited their digital transformation. Despite the advancements in eHealth and innovative technologies, the adoption of these products and services remains low (Alrahbi et al., 2021; Lintz, 2021; Ngusie et al., 2022). Research suggests that approximately 80% of technology projects fail due to uncertainty, abandonment, and a lack of organizational willingness to adopt (Biggs et al., 2019). The existing theories of technology acceptance, derived from social psychology and the IT field, do not provide practical usefulness due to their one-size-fits-all approach. These theories, including the Theory of Reasoned Action (Fishbein, 1979), Model of PC Utilization (Triandis, 1979), Cognitive Evaluation Theory (Deci & Ryan, 1985), Social Cognitive Theory (Bandura, 1989), Technology Acceptance Model (Davis et al., 1989), Theory of Planned Behavior (Ajzen, 1991), the combination of Technology Acceptance Model and Theory of Planned Behavior (Taylor & Todd, 1995), Technology Acceptance Model 2 (Venkatesh & Davis, 1996), The Unified Theory of Acceptance and Use of Technology (Venkatesh et al., 2003), and Innovation Diffusion Theory (Rogers et al., 2014), fall short. Therefore, there is a need for a new model that transcends intentions, usefulness, and usability, while recognising the core value that eHealth technology offers.
What Will We do?
In collaboration with Midnight Health, an industry partner, the research endeavours to make a tangible impact in the real world by gaining insights into consumer behaviours and creating new opportunities for health and medical technologies. The primary objective of this research is to develop an in-depth understanding of the eHealth technology ecosystem and examine the various types of value that customers derive from the adoption of innovative eHealth technologies. Furthermore, the research aims to conceptualise the factors that influence trust and distrust in relation to innovative eHealth technologies. By exploring the antecedents to trust and distrust, the study seeks to provide valuable insights into the dynamics of trust formation within the eHealth technology landscape. In addition, the research will propose effective methods and strategies to enhance the adoption of these technologies, aiming to bridge the gap between potential users and the benefits offered by innovative eHealth solutions. Through this comprehensive approach, the research aspires to contribute to the advancement of eHealth technology adoption and its positive impact on healthcare systems and society as a whole.
Research Design
Study 1: Qualitative Sentiment Analysis
Gain an understanding of qualitative research methods and techniques to interpret and analyse the sentiments expressed by different actors in the e-health ecosystem.
Discover the customer value for innovative e-health technologies for different actors in the e-health ecosystem.
Study 2: Quantitative Survey
Create a well-designed survey questionnaire that includes appropriate measurement scales and items
Identify the antecedents to trust and distrust in innovative e-health technologies.
Study 3: Field Experiment
Provide recommendations on what can be done to build trust and increase adoption of innovative health technologies
