Background and aims: With the epidemic of the COVID-19 virus and the increasing development of information and communication technology, an opportunity has emerged for medical and therapeutic service providers to develop telemedicine services. In the current research, the authors tried to explain people's turn to this technology by expanding the Unified Theory of Use and Acceptance of Technology 2 (UTAUT2) and adding the features of telemedicine services. Methods:The current research is applied from the point of view of the objective, and in terms of data collection, it is considered to be descriptive research, which is carried out by the correlation-causal method. The data collection tool is a standard questionnaire with a Likert scale, distributed by available sampling among the population with a history of using telemedicine services in Ahvaz city. Finally, 407 usable questionnaires were analyzed using SPSS and Smart PLS. Results:The results show that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, perceived product advantage, and perceived security have a significant and positive effect on the intention to use telemedicine. Moreover, the moderating role of innovativeness and gender was confirmed. Conclusion:UTAUT2 and some characteristics of telemedicine services can well explain the intention to use this technology in the context of COVID -19. In addition, considering the moderating role of personal innovation and gender in some relationships between the model and product features confirmed, it is necessary to pay attention to the individual characteristics of people using these technological services in the design of telemedicine services.
Background: The needs and demands of patients as one of the pillars of marketing in the health field require the right tools to identify consumers’ requests. Objectives: This study was conducted to develop a tool to evaluate services utilization behavior by type 2 diabetics in health centers based on a social marketing model (ie, 7 Ps). Methods: This study was conducted in two main stages. The first stage was performed with the aim of the initial design of the tool (ie, a questionnaire) through a literature review and professionals’ opinions. The second stage was performed to confirm the validity and reliability of the prepared questionnaire in the previous stage through calculating the impact score, content validity index (CVI), content validity ratio (CVR), and Cronbach’s alpha coefficient. The study participants included 8 academic and executive experts in the field of health and diabetes, 30 diabetic patients to calculate the impact score, and 50 patients with diabetes to calculate the Cronbach’s alpha through test-retest. The data were analyzed using SPSS software (version 18). Results: According to the results of the first stage of the study, a questionnaire with 46 items was designed. After determining the formal and content validity quantitatively and qualitatively, 8 items were deleted, and a questionnaire with 38 items was provided. Finally, the validity and reliability of the instrument were confirmed (CVI = 0.91; CVR = 0.92; intraclass correlation coefficient = 0.89; Cronbach’s alpha = 0.92). Conclusions: This questionnaire with confirmed validity and reliability helps analyze the diabetics’ behavior and specifies the reasons for the acceptance or rejection of the services of the diabetes unit by patients. Therefore, it can be used in health centers providing services for diabetics.
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