A novel extension of the UTAUT model incorporating empathy to explore factors influencing doctors' acceptance intentions towards internet hospitals in Guangdong province, China

Abstract

In the face of the rapid development of Internet technology, Internet hospitals have emerged as an innovative medical service model, receiving exceptional momentum in Guangdong Province, China. This study aims to identify the key factors influencing doctors' acceptance of Internet hospitals in Guangdong Province, providing theoretical and practical guidance for promoting and optimizing these services. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study innovatively incorporates empathy as an influencing factor, establishing a theoretical framework to analyze doctors' intentions to use Internet hospitals. Data were collected through a questionnaire survey conducted among doctors sampled from several hospitals in Guangdong Province. The research team designed the questionnaire to incorporate the UTAUT model's core variables and an empathy assessment scale. Quantitative analysis using structural equation modelling showed that performance expectancy, effort expectancy, and social influence significantly and positively affect doctors' acceptance intentions while facilitating conditions significantly impact doctors' behaviour using Internet hospitals. As an innovative variable in the model, empathy showed a significant positive effect. It indicates that doctors are more inclined to adopt Internet hospitals when they have better sensitivity and compassion towards patients. This study not only expands the doctors' perspective on the acceptance of Internet hospitals but also broadens the application domain of the UTAUT model by introducing the dimension of empathy, demonstrating the study's innovation. For policymakers and managers of Internet hospitals, this study provides valuable elements for promoting technology acceptance by enhancing doctors' empathy and offering supporting data to formulate effective promotional strategies.