Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis
mHealth innovation is health innovation that is gaining adoption in developing countries. The COVID-19 impact and the brain drain of health practitioners in Nigeria are indicating higher importance of the innovation. However, while the literatures on adoption are rising there is paucity of literatur...
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| Format: | Article |
| Language: | English |
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Academic Research and Publishing UG (i. G.)
2022-09-01
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| Series: | Health Economics and Management Review |
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| Online Access: | https://armgpublishing.com/wp-content/uploads/2022/09/hem_3_2022_17_31.pdf |
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| author | Ambrose Ogbonna Oloveze Paschal Anayochukwu Ugwu Raphael Valentine Obodoechi Okonkwo Victor Chukwuemeka Okeke Kelvin Chukwuoyims Emmanuel Onyedikachi Ahaiwe |
| author_facet | Ambrose Ogbonna Oloveze Paschal Anayochukwu Ugwu Raphael Valentine Obodoechi Okonkwo Victor Chukwuemeka Okeke Kelvin Chukwuoyims Emmanuel Onyedikachi Ahaiwe |
| author_sort | Ambrose Ogbonna Oloveze |
| collection | DOAJ |
| description | mHealth innovation is health innovation that is gaining adoption in developing countries. The COVID-19 impact and the brain drain of health practitioners in Nigeria are indicating higher importance of the innovation. However, while the literatures on adoption are rising there is paucity of literature on intention to recommend mHealth innovation particularly with gender context. The study considered determinants of end-users’ behavioural intention to recommend mHealth innovation by considering multi-group analysis. Theory of reasoned action was modified with variables from health belief model and unified theory of acceptance and use of innovation to structure the intention to recommend mHealth model. Structured questionnaire with adapted items from extant studies were scaled on 7 point likert scale while snowball sampling technique was adopted in data collection. A total of 291 questionnaires were used in the analysis which was done through IBM Statistics version 23 and AMOS 23. The study used descriptive statistics, structural equation model and an invariant analysis to check the difference between the groups. The model showed good fit using a set of fit indices and coefficient of codetermination that indicates high predictive capacity. The SEM analysis show that subjective norm is the most vital factor that influences end-users’ intention to recommend mHealth innovation to others. Generally, it indicates that male users have higher intention to recommend mHealth innovation than female users of mHealth innovation. The result of the analysis also show that the correlations between the exogenous factors are positive and at least moderate across gender thus indicating the direction for adoption of marketing communication strategies to deepen the awareness of the innovation and encourage recommendation to others. The recommendation suggested center on marketing communication strategies that involves use of role models, influencers, celebrities, health practitioners and other referents to encourage the awareness and intention to recommend the innovation. The key limitation of the study is on sample size and the use of cross-sectional survey design which could pose danger in generalisation of the findings. However, it is concluded in the study that male users of mHealth innovation have higher intention to recommend the innovation than the female users of the innovation. |
| format | Article |
| id | doaj-art-4a811a8e2b17429f92be482cd419eb0b |
| institution | DOAJ |
| issn | 2786-4626 2786-4634 |
| language | English |
| publishDate | 2022-09-01 |
| publisher | Academic Research and Publishing UG (i. G.) |
| record_format | Article |
| series | Health Economics and Management Review |
| spelling | doaj-art-4a811a8e2b17429f92be482cd419eb0b2025-08-20T03:08:21ZengAcademic Research and Publishing UG (i. G.)Health Economics and Management Review2786-46262786-46342022-09-0133173110.61093/hem.2022.3-02Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysisAmbrose Ogbonna Oloveze0https://orcid.org/0000-0003-0320-9793Paschal Anayochukwu Ugwu1Raphael Valentine Obodoechi Okonkwo2https://orcid.org/0000-0002-1759-9158Victor Chukwuemeka Okeke3Kelvin Chukwuoyims4Emmanuel Onyedikachi Ahaiwe5Michael Okpara University of Agriculture Umudike, Abia StateNnamdi Azikiwe University Awka, NigeriaPh.D., Michael Okpara University of Agriculture Umudike, Abia StateNnamdi Azikiwe University Awka, NigeriaPh.D., Alex Ekwueme Federal University Ndufu-Alike Ebonyi State, NigeriaPh.D., Michael Okpara University of Agriculture Umudike, Abia StatemHealth innovation is health innovation that is gaining adoption in developing countries. The COVID-19 impact and the brain drain of health practitioners in Nigeria are indicating higher importance of the innovation. However, while the literatures on adoption are rising there is paucity of literature on intention to recommend mHealth innovation particularly with gender context. The study considered determinants of end-users’ behavioural intention to recommend mHealth innovation by considering multi-group analysis. Theory of reasoned action was modified with variables from health belief model and unified theory of acceptance and use of innovation to structure the intention to recommend mHealth model. Structured questionnaire with adapted items from extant studies were scaled on 7 point likert scale while snowball sampling technique was adopted in data collection. A total of 291 questionnaires were used in the analysis which was done through IBM Statistics version 23 and AMOS 23. The study used descriptive statistics, structural equation model and an invariant analysis to check the difference between the groups. The model showed good fit using a set of fit indices and coefficient of codetermination that indicates high predictive capacity. The SEM analysis show that subjective norm is the most vital factor that influences end-users’ intention to recommend mHealth innovation to others. Generally, it indicates that male users have higher intention to recommend mHealth innovation than female users of mHealth innovation. The result of the analysis also show that the correlations between the exogenous factors are positive and at least moderate across gender thus indicating the direction for adoption of marketing communication strategies to deepen the awareness of the innovation and encourage recommendation to others. The recommendation suggested center on marketing communication strategies that involves use of role models, influencers, celebrities, health practitioners and other referents to encourage the awareness and intention to recommend the innovation. The key limitation of the study is on sample size and the use of cross-sectional survey design which could pose danger in generalisation of the findings. However, it is concluded in the study that male users of mHealth innovation have higher intention to recommend the innovation than the female users of the innovation.https://armgpublishing.com/wp-content/uploads/2022/09/hem_3_2022_17_31.pdfmhealthconsumer-centric healthcarehealthcare marketbehavioural intentionmobile technology |
| spellingShingle | Ambrose Ogbonna Oloveze Paschal Anayochukwu Ugwu Raphael Valentine Obodoechi Okonkwo Victor Chukwuemeka Okeke Kelvin Chukwuoyims Emmanuel Onyedikachi Ahaiwe Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis Health Economics and Management Review mhealth consumer-centric healthcare healthcare market behavioural intention mobile technology |
| title | Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis |
| title_full | Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis |
| title_fullStr | Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis |
| title_full_unstemmed | Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis |
| title_short | Factors motivating end-users’ behavioural intention to recommend m-health innovation: multi-group analysis |
| title_sort | factors motivating end users behavioural intention to recommend m health innovation multi group analysis |
| topic | mhealth consumer-centric healthcare healthcare market behavioural intention mobile technology |
| url | https://armgpublishing.com/wp-content/uploads/2022/09/hem_3_2022_17_31.pdf |
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