Rethinking Healthcare Technology Adoption: The Critical Role of Visibility & Consumption Values

Engraved in the theory of consumption value (TCV), this research explores the influence of the visibility of healthcare technologies and consumption values in shaping the intentions toward the adoption of digital healthcare. The study further extends TCV by analyzing the moderating role of openness-to-change values (OTC) and gender on visibility-intention relationships. Data is gathered from consumers who are exposed to the idea of digital healthcare technology and is analyzed using structural equation modeling. Results illustrate that the visibility of digital healthcare technologies and consumption values positively influence adoption intentions. The consumption values (except social and epistemic value) mediate the visibility-intention relationship. Furthermore, OTC as a moderator is observed to be dampening the positive visibility-intention relationship, and gender as a moderator shows that that females are calculative and males are spontaneous. Theoretical implications of the study highlight the extension of TCV by uncovering the mediating-role of multidimensional consumption values and the moderating effects of openness-to-change (OTC) and gender in shaping adoption intentions toward digital healthcare technologies. Hence, visibility emerges as an extended arm to the theory, and exploring the moderating and mediating factors signifies to be useful for policymakers and practitioners in fostering better decision making.