Exploring the moderating role of age and gender in adopting mHealth services

Purpose Unfortunately, mHealth has not reached the level of adoption that providers had expected, as healthcare end-users still face barriers. An in-depth understanding of the factors affecting this adoption is vital for its successful implementation. Thus, this study aims to explore the moderating role of age and gender in adopting mHealth services in a developing country context. Design/methodology/approach A quantitative strategy was adopted and a total of 338 general mHealth users were selected as the study participants. A conceptual framework was constructed based on the widely accepted technology adoption model named unified theory of acceptance and use of technology (UTAUT) model. Perceived reliability, price value, technology anxiety and self-efficacy were incorporated to the UTAUT as new factors reflecting the user’s…