Exploring the moderating role of age and gender in adopting mHealth services

Purpose Unfortunately, mHealth has not reached the level of adoption that providers had expected, as healthcare end-users still face barriers. An in-depth understanding of the factors affecting this adoption is vital for its successful implementation. Thus, this study aims to explore the moderating role of age and gender in adopting mHealth services in a developing country context. Design/methodology/approach A quantitative strategy was adopted and a total of 338 general mHealth users were selected as the study participants. A conceptual framework was constructed based on the widely accepted technology adoption model named unified theory of acceptance and use of technology (UTAUT) model. Perceived reliability, price value, technology anxiety and self-efficacy were incorporated to the UTAUT as new factors reflecting the user’s mHealth adoption. However, a cross sectional survey was employed to collect primary data from 338 general mHealth users in Bangladesh. Findings Results explored that performance expectancy, effort expectancy, social influence, facilitating conditions, perceived reliability, price value, technology anxiety and self-efficacy had significant impact on mHealth adoption. Moreover, the relationship between facilitating conditions and technology anxiety while adopting mHealth is moderated by the role of age and gender. Practical implications This study could insightfully benefit mHealth services providers, policymakers and top marketing managers in implementing more effective marketing strategies to increase the acceptability of this service. Originality/value This is the first initiative to investigate the moderating role of age and gender in a single model in the context of mHealth services.