Individual attitude, subjective norms in society, and the expected outcome (control) contribute to the ‘intention to use’ metaverse platforms for healthcare services.
Authors
Om Jee Gupta, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India.
Susheel Yadav, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, India.
Manoj Kumar Srivastava, Dr. Gaur Hari Singhania Institute of Management and Research, Kanpur, Uttar Pradesh, India.
Pooja Darda, Jaipuria Institute of Management, Indore, Madhya Pradesh, India.
Vinaytosh Mishra, College of Healthcare Management and Economics, Gulf Medical University, Ajman, UAE.
Summary
This article studies the patient’s behavioural intentions towards the potential use of metaverse in the healthcare sector. Metaverse is a new technology that can replicate some physical events into virtual events. Metaverse can be a significant alternative to offer targeted medical services to patients. Authors have collected data from people those have availed hospital services post COVID-19 pandemic. The data were collected from Delhi-NCR region (India).
The study has been conducted with the help of the Theory of Planned Behaviour (TPB) employing all its components (attitude, subjective norms, control, adoption intention, and behaviour). TPB model statements have been adapted and modified for the suitability of this study. Attitude, subjective norms, and control were positively related to the ‘intention to adopt’.
Control and behaviour did not correlate. This empirical research report concludes that individual attitude, subjective norms in society, and the expected outcome (control) contribute to the ‘intention to use’ metaverse platforms for healthcare services. While the expected outcome (control) was unrelated to customer behaviour towards the metaverse platform. Finally, the study draws important insights for various stakeholders.
Published in: International Journal of Healthcare Management
To read the full article, please click here.
