Understanding the influencing factors of telemedicine service adoption in post-pandemic Bangladesh: An extended TAM and UTAUT2 model analysis

In the post-pandemic period, telemedicine services are a new addition to health sectors that facilitate bridging the gap for patients in rural and marginalized areas. The study aims to comprehend the different influential factors associated with adopting telemedicine services in Bangladesh. The study developed several hypotheses from two technology acceptance models, including the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Technology Acceptance Model (TAM). An explanatory research design was followed using a quantitative approach. The study developed a semi-structured questionnaire to collect primary data. It used Partial Least Squares-Structure Equation Modeling (PLS-SEM) to identify influential factors in adopting telemedicine services in Bangladesh. Key findings indicate that trust (β = 0.469, p < 0.001) and perceived usefulness (β = 0.418, p < 0.001) are the strongest predictors of behavioral intention to use telemedicine. Perceived ease of use (β = 0.325, p < 0.05) also significantly was associated with resistance to use, emphasizing the importance of user-friendly interfaces. However, resistance to use didn't find any significant relationship with behavioral intention (β = 0.046, p > 0.05), suggesting that the urgency created by the COVID-19 pandemic may have overridden previous resistance to telemedicine. The study also highlights the negative influence of perceived risk (β = 0.286, p < 0.05) and technology anxiety (β = 0.242, p < 0.05) on resistance to use, pointing to concerns about data security and digital literacy. Surprisingly, social influence (p > 0.05) and facilitating conditions (p > 0.05) were not found to have a significant impact on resistance to use. This research underscores the importance of addressing security concerns, improving digital literacy, and enhancing the user-friendliness of telemedicine platforms to promote widespread adoption from the implication perspective. These insights are critical for policymakers and healthcare providers aiming to take immediate policy-level initiatives expanding telemedicine services in Bangladesh.