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

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.

• Publication year

  2025

• Venue

  Health Marketing Quarterly

• Publication date

  2025-10-02

• Fields of study

  Medicine

• Identifiers
  DOI 10.1080/07359683.2025.2586903PMID 41216718
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar, PubMed

• No claims are published for this paper.

• No concepts are published for this paper.

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