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Factors Driving Continuous Intention to Use Telemedicine in the Post-COVID-19 Era: An Integrated HBM and UTAUT Approach

Seungjae Shin & Wonjun Lee

Health Marketing Quarterly2025https://doi.org/10.1080/07359683.2025.2586903article
AJG 1ABDC B
Weight
0.50

Abstract

This study examines the drivers of continued telemedicine use in the post-COVID-19 era by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Health Belief Model (HBM) and introducing credibility as the linking mechanism between the two frameworks. An online survey of prior telemedicine users in South Korea produced 329 valid responses. Using partial least squares structural equation modeling, we find that performance expectancy, effort expectancy, and social influence significantly increase behavioral intention, which in turn promotes continued use. HBM beliefs (perceived severity, perceived susceptibility, and self-efficacy) increase credibility, and credibility mediates their influence on behavioral intention and continued use. Results indicate that continued engagement depends on both technology evaluations and psychological determinants, particularly credibility. The findings can direct health marketing to prioritize credibility-anchored value propositions and clear processes over risk appeals, offering actionable guidance for government-supported telemedicine promotion initiatives.

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https://doi.org/https://doi.org/10.1080/07359683.2025.2586903

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@article{seungjae2025,
  title        = {{Factors Driving Continuous Intention to Use Telemedicine in the Post-COVID-19 Era: An Integrated HBM and UTAUT Approach}},
  author       = {Seungjae Shin & Wonjun Lee},
  journal      = {Health Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/07359683.2025.2586903},
}

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Factors Driving Continuous Intention to Use Telemedicine in the Post-COVID-19 Era: An Integrated HBM and UTAUT Approach

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.