This article revisits the effect of trust in digital healthcare services, specifically telemedicine, as a context of heightened privacy risks. It posits that trust in a telemedicine service provider causes potential users of the telemedicine service to have confidence in the service provider, and empowers them to take responsibility for their own service adoption decision. Drawing on both the unified theory of acceptance and use of the technology and the contingency theory, this article conceptualizes trust as a contingency factor (i.e., moderator) that alters the influence of the determinants of adoption decisions that have not been examined previously in the extant literature. Based on survey data from 483 consumers, the results suggest that trust in the service provider has a positive effect on the user’s intention to use a digital healthcare service (i.e., telemedicine). Moreover, it positively moderates (i.e., strengthens) the influence of performance expectancy, effort expectancy, social influence, and online privacy concerns, but negatively moderates (i.e., weakens) the effect of the facilitating conditions on this intention.
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