OSSAM CHOHAN, SITI FALINDAH PADLEE, SYAHIDA ABDULLAH, LAILA BIBI, ASIF RAFIQUE
DOI: https://doi.org/The exponential increase in digitization in every field of life in general and in the field of healthcare in developing countries has emerged a need to examine how consumers’ readiness and trust in e‑health systems impact adoption intentions. This study examines the Technology Acceptance Model (TAM) by introducing consumer readiness as a higher‑order formative construct which is based upon ICT infrastructure readiness, digital literacy, and organizational readiness for change, and by introducing e‑trust as an independent variable. Sample data were collected from 386 healthcare consumers from public hospitals in major cities across Pakistan including Islamabad, Lahore, Peshawar and Karachi. Structural Equation Modeling (SEM) using SmartPLS 4 tested predefined hypotheses by investigating both direct and mediated relationships. The findings provided strong and significant results in a way that consumer readiness does not directly predict behavioral intention (β = 0.08, p > 0.05), whereas its significant impact is mediated by perceived usefulness (PU) and perceived ease of use (PEOU). ICT infrastructure readiness and digital literacy significantly influence both PU and PEOU, while organizational readiness for change (ORC) influences usefulness but not ease of use. E‑trust showed positive impact on both PU and PEOU and directly affects behavioral intention towards e-health services in Pakistan. The overall model explains approximately 60% of the variance in attitude and 55% in behavioral intention. The results provides strong foundation to assert that readiness alone is insufficient; but positive attitude in perceptions and trust are vital to observe behavioral intentions. Practical implications puts high emphasis on ICT infrastructure developments, improved digital literacy and skills, by providing users friendly interface, and implementing trust and confidence with respect to information security‑building measures.
