Understanding the intention to use metaverse in healthcare utilizing a mix method approach

ABSTRACT

This article studies the patient’s behavioural intentions towards the potential use of metaverse in the healthcare sector. Metaverse is a new technology that can replicate some physical events into virtual events. Metaverse can be a significant alternative to offer targeted medical services to patients. Authors have collected data from people those have availed hospital services post COVID-19 pandemic. The data were collected from Delhi-NCR region (India). The study has been conducted with the help of the Theory of Planned Behaviour (TPB) employing all its components (attitude, subjective norms, control, adoption intention, and behaviour). TPB model statements have been adapted and modified for the suitability of this study. Attitude, subjective norms, and control were positively related to the ‘intention to adopt’. Control and behaviour did not correlate. This empirical research report concludes that individual attitude, subjective norms in society, and the expected outcome (control) contribute to the ‘intention to use’ metaverse platforms for healthcare services. While the expected outcome (control) was unrelated to customer behaviour towards the metaverse platform. Finally, the study draws important insights for various stakeholders.

KEYWORDS:

• Metaverse
• healthcare
• theory of planned behaviour
• TPB
• telemedicine

Disclosure statement

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

Additional information

Notes on contributors

Om Jee Gupta

Om Jee Gupta is an Assistant Professor at Jaipuria Institute of Management, Lucknow.

Susheel Yadav

Susheel Yadav is an Assistant Professor at Jindal Global Business School, O.P. Jindal Global University, Sonipat, India.

Manoj Kumar Srivastava

Manoj Kumar Srivastava is an associate professor at Gaur Hari Singhania Institute of Management and Research.

Pooja Darda

Pooja Darda is an an Assistant Professor at Jaipura Institute of Management, Indore.

Vinaytosh Mishra

Vinaytosh Mishra is an associate Professor at College of Healthcare Management and Economics, Gulf Medical University, Ajman, UAE.