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

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.