Consumer Behavioral Intention of Adopting Emerging Healthcare Technology

Abstract

Gene repair is a new emerging healthcare technology garnering increasing attention. Despite the large potential future market for gene repair, a lack of research exists between the advancement of this innovation and consumer adoption intention. This study develops a theoretical model by contextualizing the unified theory of acceptance and use of technology (UTAUT) into gene repair applications. That model is extended to this specific context by integrating the relevant constructs of perceived risks and trust. Survey data allows empirically testing this new posited model through partial least square-structural equation modeling. Results show the effectiveness of the proposed model and explain the mechanism of consumer behavioral intention in the context of a gene repair application, a proxy of emerging healthcare technology. Specifically, findings show that both social influence and facilitating conditions positively correlate with consumer behavioral intention. In addition, research on trust is extended because performance expectancy and perceived risks fully mediate the correlation between trust and consumer behavioral intention. The findings of both direct and mediation effects contribute to the technology acceptance literature and provide practical implications on the promotion of emerging healthcare technologies.