Digital healthcare services represent an opportunity to increase effectiveness, quality and accessibility of healthcare services. Innovation and technology adoption is frequently researched in the framework of innovation diffusion theory and technology acceptance model that present innovation and technology characteristics and other factors which influence user acceptance. This thesis explores the state of digital healthcare services in Slovenia, factors that affect user adoption of doZdravnika web application and adoption variation between different demographic groups. A survey of relevant theoretical and empirical publications was used as the basis to identify adoption factors. An empirical study was then conducted to research those factors. Data gathered through an online survey of doZdravnika users was analyzed using multiple linear regression. Results show that performance expectancy, security and internet self-efficacy influence doZdravnika adoption. No significant variance of adoption was shown between different demographic groups. Conclusion of the thesis offers limitations of the conducted study, suggestions for future research and implications for the field of marketing and marketing communication.
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