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

Gupta, Om Jee, Yadav, Susheel, Srivastava, Manoj Kumar, Darda, Pooja and Mishra, Vinaytosh (2023) Understanding the intention to use metaverse in healthcare utilizing a mix method approach. International Journal of Healthcare Management. ISSN 2047-9719 (In Press)

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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.

Item Type: Article
Keywords: Metaverse | Healthcare Theory of Planned Behaviour | TPB | Telemedicine
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 09 Mar 2023 09:53
Last Modified: 09 Mar 2023 09:53
Official URL: https://doi.org/10.1080/20479700.2023.2183579
URI: https://pure.jgu.edu.in/id/eprint/5652

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