Application of SEM and fsQCA to predict m-health adoption in the BoP market

Mehdi Hussain · Qudsia Begum · Muhammad Sabbir Rahman · Ahmed Imran

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Technology Adoption and User Behaviour Mobile Health and mHealth Applications Health, Technology, Consumer Behavior

Abstract

Purpose Drawing on the adapted unified theory of acceptance and use of technology (UTAUT2) framework in the bottom of pyramid (BoP) context, this paper examines the number of causal recipes that foster m-health adoption in a developing country (Bangladesh). This paper aims to propose an extended UTAUT2 model along with identifying the necessary and sufficient factors affecting the m-health adoption intention in the BoP market. Study design/methodology/approach The research model was empirically tested, combining two approaches: structural equation modelling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 221 housemaids and female security guards who earn around US$6 per day. Findings The SEM results revealed that while performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions, perceived cost (PC) and technology anxiety (TA) significantly influence the behavioural intention of BoP markets, hedonic motivation is the non-significant predictor. The fsQCA revealed that the two necessary conditions, PC and SI, can be combined with TA to increase the possibility of the success of m-health adoption in the BoP market. Practical implications For practitioners concerned with fostering the m-health adoption intention in BoP markets, the present study, which points out equifinality, recommends integrating the PC and SI in several combinations with PE, EE and TA. Originality/value To the best of the authors’ knowledge, no previous studies using the UTAUT2 theory examined the m-health services in the BoP market. This study contributes empirical data to the predominantly theoretical literature by offering a deeper understanding of the inclusion of TA and PC in several combinations with other UTUAT2 factors as predictors for explaining the m-health adoption intention of BoP markets.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988On the Evaluation of Structural Equation Models 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2011Building Better Causal Theories: A Fuzzy Set Approach to Typologies in Organization Research 1999Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study1 2016Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead 2013Bridging the Qualitative–Quantitative Divide: Guidelines for Conducting Mixed Methods Research in Information Systems1

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