Determining the intention to use app-based medicine service in an emerging economy

ABSTRACT

The study investigates the customers’ intention to use app-based medicine services in an emerging economy. This study explores the indirect effects of perceived usefulness, perceived ease of use, perceived security and perceived delivery with the intention to use app-based medicine services through the mediating effect of perceived trust. The present study developed a self-administered survey questionnaire to collect data from 336 respondents who were using app-based medicine services in Bangladesh. The data was collected between March 2022 and May 2022. The collected data were analysed using SmartPLS-4 to determine the reliability and validity of the constructs. The study's findings indicate that perceived usefulness, perceived ease of use, perceived security, and perceived delivery positively and significantly (t > 1.96; P < 0.05) influence the perceived trust in app-based medicine services. The research findings also indicate that perceived ease of use, perceived delivery, and perceived trust significantly (t > 1.96; P < 0.05) impact the intention to use app-based medicine services. This study highlights to explore the success factors such as consumer perceived usefulness, perceived ease of use, perceived security, and perceived delivery that can increase customers’ trust to use app-based medicine services in the developing economy.

KEYWORDS:

• Intention
• perceived trust
• app-based medical service
• emerging economy
• PLS-SEM

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Selim Ahmed

Dr. Selim Ahmed is an Associate Professor and head of business school, World University of Bangladesh. He received his PhD in Business Administration from International Islamic University Malaysia. Dr. Ahmed has published many articles in the peer reviewed journals such as International Journal of Lean Six Sigma, TQM Journal, Reviews on Environmental Health, International Journal of Healthcare Management, International Journal of Quality and Service Sciences, Humanomics, International Journal of Health Care Quality Assurance, International Journal of Business and Systems Research, and others. His research area includes quality management, lean six sigma, service management, quality improvement process, healthcare management, etc.

Ibrahim Alqasmi

Dr. Ibrahim Alqasmi is an Assistant Professor at Public Health School of Health Sciences, Saudi Electronic University, Riyadh, Saudi Arabia. He received his Master’s and PhD in Healthcare Management from the University of Salford, UK. His research areas are healthcare management, public healthcare, patient safety, quality improvement and others.

Dewan Mehrab Ashrafi

Dewan Mehrab Ashrafi is a senior lecturer at ULAB School of Business, University of Liberal Arts Bangladesh. Previously he worked at School of Business Administration, East Delta University as an Assistant Professor. He did Master’s in International Management and Consumer Psychology from Rhine-Waal University, Germany. His research areas are consumer behaviour, business management, service management, digital marketing and others.

Musfiq Mannan Choudhury

Dr. Musfiq Mannan Choudhury is a Professor of Business, Marketing, and Information Systems in the Department of Management at the University of Dhaka. He has worked previously in the University of Southampton on different projects of digital marketing. While working there, he was also included in the prototype building of the Boeing 737 max Rolls Royce Engine. Dr. Choudhury has around six (6) MPhil/PhD students enrolled with him. He has published 21 research papers in top-ranking journals. In terms of innovation, he has developed an ERP which can streamline processes in higher education making institutes run effectively and smoothly.

Muhammad Khalilur Rahman

Dr. Muhammad Khalilur Rahman currently works at Universiti Malaysia Kelantan (UMK). He did his PhD in Marketing from University of Malaya, Malaysia. He has a wide interest in service management research, which includes supply chain management, operation management, tourism management, environmental management, marketing, service quality, brand equity, entrepreneurship, and green consumption behaviours.

Muhammad Mohiuddin

Dr. Muhammad Mohiuddin is an Associate Professor of International Business at Department of Management, Laval University. He is the Associate Editor, Transnational Corporations Review. His research interests focus on emerging markets and sustainable offshore outsourcing. He published more than 40 peer reviewed articles and won étudiant-chercheur étoile (STAR-Researcher) Award (FQRSC), ‘Best paper awards’ ASAC 2018, ASAC 2014, ASAC 2012 and AGBA, 2013 and Hon’ble Mention Award in AIB-NE, 2013. He was also awarded the CIRRELT, FQRSC, SSHRC, ISESCO, Dean’s Research award (2015), Teaching Award (2016) and Service Award (2018) and President (Vice Chancellor’s) Research Award 2019.