EXAMINING THE ACCEPTANCE OF MHEALTH APPLICATIONS IN PAKISTAN: INSIGHTS FROM THE TECHNOLOGY ACCEPTANCE MODEL (TAM)

Abstract

The research examines the acceptance of mobile (mHealth) applications by applying the Technology Acceptance Model (TAM). Precisely, the research aims to access the TAM constructs such as; Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude, and Behavioral Intentions into Pakistan’s settings.  Researchers collected the data from 250 participants. Analysis was done using correlational and regression analysis. Results pointed out that the Attitude, Behavioral intention, PU and PEOU were significantly predicted by the usage of mHealth applications. In addition to that, TAM constructs indicated strong positive relationships among themselves: There was positive association among PEOU and PU and Attitude, while PU was positively associated to Attitude as well as Behavioral Intention; Attitude was also found to have been positively influencing Behavioral Intention. These results substantiate the main assumptions of TAM, confirming that the usefulness and the perceived ease of use are important drivers of positive attitudes and adoption intentions. The research highlights the significance of the design of mHealth applications that are user-friendly valuable to improve adoption a public engagement in Pakistan.