Users’ response toward online doctor consultation platforms: SOR approach

Abstract

Purpose This study aims to investigate the external and internal stimuli, which affect the organismic experiences of the users and thereby influence their response in terms of behavioral intention toward the use of online doctor consultation platforms. Design/methodology/approach The study operationalized the stimulus–organism–response framework for the research model and surveyed 357 users in India who had experienced online doctor consultation platforms. The analysis has been done using the structural equation modeling approach. Findings The authors’ main results indicate the following key points. One, perceived usefulness, social influence, health anxiety, offline consultation habit and perceived technology usage risk are significant predictors of perceived value. In contrast, perceived ubiquity is identified to be an insignificant predictor of perceived value. Second, social influence and perceived technology usage risk have significant influence on trust. However, perceived usefulness is not a significant predictor of trust. Research limitations/implications This study contributes to the theory by integrating technology-oriented factors with behavioral attributes for determining the behavioral intention of users toward the online doctor consultation platforms. Practical implications The managerial contributions of this study involve highlighting those technology-oriented and behavioral elements, which can be targeted to attract more users toward these platforms. Originality/value This is an original study that has looked beyond the role of technology-oriented factors in influencing the perceived value and trust elements while investigating the behavioral intention among the users toward the online doctor consultation platforms.