An Empirical Analysis of the Influencing Factors of Adoption of Mobile Health Services in Bangladesh Based on Extended UTAUT Model

The aim of this study was to examine the critical factors affecting the adoption of mobile technologies in healthcare system of Bangladesh. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) model as a theoretical framework, this study incorporates perceived reliability, price value as new factors that reflects the user's reliability, beliefs and monetary concerns in the acceptance of mHealth services in the context of Bangladesh. A cross sectional survey questionnaire was used to collect data from 296 participants from general mHealth users in Bangladesh. The results demonstrate that performance expectancy, effort expectancy, social influence, facilitating condition & perceived reliability had significant influence on the intention to use mHealth services in Bangladesh. Surprisingly, price value (p>0.05) had no significant influence on adoption of mHealth services. The insights from this study could benefit mHealth services providers, agencies and policy maker in implementing more effective marketing strategies to increase the acceptability of this service. With the proposed model, it is possible to develop better mHealth services to meet the requirements of the common people based on widely available Smartphone.