A STUDY ON FACTORS AFFECTING THE INTENTIONS TO ACCEPT TELEMEDICINE SERVICES IN INDIA DURING COVID-19 PANDEMIC

The goal of the current study is to comprehend the factors that influence a decision to use telemedicine for healthcare. India saw a massive surge in the use of telemedicine services in the year 2020-21, with teleconsultations increasing by almost 300%. Lockdowns and Covid-19 limitations sped up the introduction of telemedicine services. The advantages of telemedicine healthcare services, however, have not yet reached the vast majority of the population. A pilot survey is done, and a study framework is suggested, to better understand the factors that influence people's decisions to use telemedicine healthcare services. The following variables are taken into account for the study: personal norms, telemedicine use expectation, knowledge, telemedicine usage, initial satisfaction, and covid phobia -19 (CP-19). The suggested framework is then put to the test using SEM (Structural equation modelling), and a good model fit was found. Policymakers and marketers can use the findings to increase the acceptance of telemedicine healthcare services among the general public in order to promote convenience, accessibility, and healthy living.